General Manager - Sales Lead in London

August is a full-service real estate development and lifestyle company, based in London. We create and manage beautifully designed holiday home collections across Europe, each one rooted in the character of its place, shaped by Studio RL, and looked after with the kind of care that makes arriving feel effortless.

Our homeowners are globally mobile families and individuals who want the beauty of a second home without the weight of managing one. We give them that, through considered design, seamless service, and a community built around how they want to live.

Founded in 2018, August has grown steadily into a premier platform for European holiday homes. The General Manager will own it entirely: strategy, team, pipeline, and performance, with a dedicated local team and full support from London across brand, CRM, training, and sales enablement. It is a fully resourced commercial operation with a clear mandate: build a market that sustains 100 share conversions per year.

We are focused on premium collections. That shift demands a fundamentally different approach: consultative, relationship-led, unhurried. Brand alignment from first conversation to signed agreement.

Someone who has spent a career building trust with people who expect the best and who knows that the best relationships are never rushed. You’ll also help shape both, working closely with August’s leadership, our London support teams, and the partners who sit at the heart of the market.

As General Manager, you’ll own the full commercial journey for August in BENELUX, from first introduction to signed share agreement. You’ll be the most senior August presence in the market: leading the team, setting the strategy, and representing the brand at the moments that matter most.

You’ll earn their trust over months through thoughtful introductions, immersive property experiences, and the kind of patient, considered relationship-building that never feels like selling.

• Own the BENELUX P&L against a double digit net revenue target
• Set local strategy in close alignment with HQ
• Report regularly to the CEO on pipeline progress, market intelligence, and team performance
• Hire, lead, and develop your local team, a Sales Director, Sales Manager, and Marketing Lead
• Coach your team through a sales journey defined by patience, craft, and deep respect for the people you work with
• Build and manage a warm prospect pipeline across four sourcing channels: private office and agent networks, brand partnership events, and targeted digital and PR

NETWORK DEVELOPMENT

• Cultivate referral relationships with wealth managers, private bankers, lifestyle concierges, and existing homeowners
• Build connections that deepen over time and generate introductions that matter across the BENELUX HNW community

BRAND, EVENTS, AND PARTNERSHIPS

• Work with August’s events and partnerships team to activate brand collaborations, key sporting partners, private schools, cultural moments, and the gatherings where the right people come together
• Work hand-in-hand with August’s marketing team on digital strategy, content, and prospect intelligence
• Brief the design and creative team on collateral needs and contribute to the broader August commercial team’s learning

In your cover letter, please briefly outline your sales and strategic successes making reference to some real world metrics and how this has affected the business’ P&L.

Significant experience in HNW relationship management, private banking, family offices, luxury real estate, superyacht brokerage, or premium hospitality at the highest level.

C-suite or Director level, with 20+ or more years of commercial experience and board-level presence.

A genuine entrepreneurial instinct: comfortable building a pipeline, creating opportunities, and operating without a rigid script.

An established network within the BENELUX HNW community.

As comfortable at a Michelin dinner as at a private view, a vineyard, or a sailing week in the Mediterranean.

Fluent in Dutch or French, and in English. Willing to travel significantly across Europe.

Additional European languages and experience across multiple HNW sectors are a plus.

Familiarity with HubSpot, Gong, and AI-enabled sales tools.

Competitive compensation: a performance-led salary alongside commission and bonus structures that reflect the ambition of the role.

The August way of working: high-performance, entrepreneurial, fewer meetings, more craft.

25 days annual leave plus bank holidays, company closure over Christmas, and early finishes on selected Fridays through the summer.

Private health insurance following a successful probation period, and automatic pension enrolment.

A company-provided laptop and setup built for the way you work.