Head of Sales Marketing

The Head of Sales & Marketing is responsible for the overall leadership, performance and delivery of the Region’s sales and marketing activities, ensuring sales, revenue and margin targets are achieved in line with the Region’s strategic and commercial objectives.

The role provides end‑to‑end accountability for both the strategic direction and operational execution of sales and marketing, including direct oversight of regional sales activity, site performance and sales team effectiveness following the removal of a dedicated Sales Manager layer.

The role plays a critical part in land appraisal, pricing strategy, sales rate setting and market due diligence, ensuring that commercial assumptions are robust, achievable and aligned to prevailing market conditions.

The postholder is also responsible for ensuring full compliance with all relevant legislation and codes of practice, including GDPR, the Consumer Protection Act, Consumer Rights legislation and the New Homes Quality Code.

About You

Key Responsibilities and Accountabilities

Leadership & People Management

• Provide clear leadership, direction and motivation to the Sales & Marketing team, ensuring high levels of engagement, accountability and performance across all developments.
• Lead, manage and develop Sales Advisors and related sales roles, including recruitment, induction, performance management, capability development and retention.
• Carry out performance reviews, set clear objectives and drive a culture of continuous improvement and sales excellence.
• Ensure appropriate succession planning and skills development is in place to support current delivery and future growth.
• Role model Cala’s values and behaviours, promoting a positive, professional and customer‑focused culture.

Sales Performance & Operational Delivery

• Take direct accountability for regional sales performance, including sales rates, pricing, stock management and delivery against budget and cash flow forecasts.
• Oversee the day‑to‑day execution of sales activity across all live developments, ensuring effective plot release strategies and disciplined price management.
• Ensure each Sales Advisor operates with a clear strategy for their allocated plots, identifying risks, opportunities and mitigation actions.
• Act as the senior escalation point for complex or sensitive customer issues and complaints.
• Liaise closely with Construction teams, carrying out regular site visits to ensure a professional on‑site environment, strong kerb appeal and alignment between sales and build programmes.
• Ensure sales offices, show homes and visitor areas are delivered to brand standards and support effective customer conversion.

Sales & Marketing Strategy

• Develop and ensure delivery of robust, site‑specific sales and marketing strategies for all developments, aligned to regional targets and market conditions.
• Work closely with Marketing colleagues to ensure marketing activity, spend and messaging supports sales delivery and target customer profiles.
• Monitor competitor activity, pricing and sales performance, taking timely and decisive action to protect sales rates and margin.
• Ensure effective use of CRM systems and sales data to drive insight‑led decision‑making and forecasting.

Land, Commercial & Reporting Accountability

• Make a significant contribution to land acquisition and appraisal activity, including market research, pricing, sales rates, product mix and marketing strategy.
• Prepare and contribute to Proposal to Purchase, Pre‑Start Appraisal and Board‑level reports, ensuring commercial assumptions are robust, evidence‑based and deliverable.
• Set, manage and control Sales & Marketing budgets, driving efficiencies and value while maintaining performance.
• Produce and contribute to regional management papers and reports as required.

Governance, Compliance & Stakeholder Management

• Ensure sales and marketing activity complies with all relevant legislation, regulation and Cala policies, including:
• GDPR
• Consumer Protection and Consumer Rights legislation
• New Homes Quality Code
• Ensure Sales Advisors and relevant teams fully understand and comply with required standards, processes and behaviours.
• Build and maintain strong working relationships with internal stakeholders and external partners, including IFAs, agents, solicitors, surveyors and corporate or investor clients.
• Act as a senior representative of the Region internally and externally, contributing positively to Cala’s reputation and wider corporate objectives.

Knowledge, Skills and Experience

• Significant senior leadership experience within sales and marketing, ideally in residential development or a comparable sales‑driven environment.
• Proven track record of delivering sales performance, pricing discipline and cash results in a complex, fast‑paced market.
• Strong commercial and financial acumen, with experience of budgeting, forecasting and margin management.
• Experience of leading, developing and motivating high‑performing sales teams.
• Strong understanding of sales compliance, governance and customer protection frameworks.
• Excellent communication, influencing and stakeholder management skills.
• High level of data literacy and confidence using CRM systems and Microsoft 365 tools.
• Detailed knowledge of regional housing markets.
• Experience of land appraisal and commercial due diligence within housebuilding.
• Experience operating at board or senior leadership level.
• Knowledge of Salesforce or similar CRM platforms.

Personal Attributes

• Commercially focused, strategic and decisive.
• Credible, confident and authoritative leadership style.
• Strong customer orientation with high professional standards.
• Adaptable, resilient and able to manage competing priorities.
• Values‑led, with integrity and strong personal judgement.
• Collaborative, supportive and committed to developing others.

About Us

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