KAYALI Sales Director (UK/EU)

Fuelled by passion, KAYALI was founded in 2018 by beauty mogul and fragrance fanatic, Mona Kattan. Translating to 'my imagination' in Arabic, KAYALI provides a modern fragrance experience inspired by Mona's rich Middle Eastern heritage and the art of layering scents to help you create your mood; where sharing scents is a ritual and smelling good is both an act of goodwill and self-love. Mona collaborates with some of the world's most renowned perfumers and sources the finest ingredients to create unique juices that are infinitely memorable, long‑lasting, and cruelty‑free. Each luxurious fragrance is an ode to true craftsmanship and tells a special story, from the addictive notes to the multi‑faceted jeweled bottles.

Our Mission

To make everyone feel like the diamond they are! To build a global community of fragrance lovers through the power of scent and by providing them with the most innovative & luxurious fragrances, education and sharing our Middle Eastern fragrance rituals with the world.

Summary

KAYALI is seeking a strategic and results‑driven Director of Sales to lead our Account Management, Education, and Field Sales Teams across the EU and UK markets. This role holds full ownership of driving retail sales, expanding market share, and strengthening brand presence across key retail partners. The ideal candidate is a proven leader with deep beauty industry experience, strong analytical skills, and a passion for building high‑performing teams.

Essential Duties and Responsibilities

• Sales & Business Development
  • Own and deliver annual retail sales plans, including targets for core products and new launches, ensuring alignment with overall brand goals.
  • Develop and implement strategic initiatives that support global and regional priorities, driving sustainable and profitable growth.
  • Build and lead business growth strategies across markets and key retailers, underpinned by strong commercial and financial modelling to drive sustainable, profitable growth.
  • Increase brand rank and market share across key retail accounts through integrated education, field strategy, and marketing collaboration.
  • Partner with internal teams to tailor region‑specific strategies that address local market dynamics and consumer behaviour.
  • Set by‑door sales targets and create tactical plans to support performance, leveraging data and insights to prioritise opportunities.
  • Identify and pursue new distribution channels to expand market reach and reinforce brand positioning.
• Retailer Relationship Management
  • Act as the senior liaison for all retail partners, fostering strong, collaborative relationships and ensuring mutual business success.
  • Manage customer terms to maximise ROI.
  • Lead joint business planning sessions with retailers to align forecasts, promotional calendars, and inventory strategies.
  • Negotiate commercial terms, exclusives, and marketing support to maximise visibility and sales potential.
• Team Leadership & Development
  • Lead and develop high‑performing Account Management, Education, and Field Sales teams to deliver on KPIs and elevate brand presence.
  • Build succession and talent pipelines for key roles, accelerate high‑potential.
  • Design and maintain effective call cycles and door visit strategies that prioritise high‑impact locations and growth opportunities.
  • Establish clear KPIs and hold teams accountable for sales targets, forecasting accuracy, and execution standards.
  • Create a high‑performance, feedback‑rich culture with clear standards.
• Cross‑Functional Collaboration
  • Work closely with Marketing to develop and execute go‑to‑market strategies for product launches and promotional campaigns.
  • Collaborate with Supply Chain and Finance to ensure accurate forecasting, demand planning, and profitability across accounts.
  • Partner with Visual Merchandising to enhance in‑store presence and ensure consistent execution of brand visuals.
• Performance & Analytics
  • Monitor sell‑out performance across accounts, identifying opportunities to close gaps and accelerate growth.
  • Provide regular business reporting, sales analysis, and actionable insights to executive leadership.
  • Stay informed on industry trends, competitor activity, and evolving retail dynamics to inform strategy and decision‑making.
  • Analyze post‑event and promotional performance to understand what works, improve future campaigns, and ensure every initiative drives real growth and ROI.
  • Own full P&L for UK & EU retail business, driving revenue, margin, and profitability across accounts while monitoring performance and making strategic decisions to accelerate growth.

Requirements

• 15+ years of sales leadership experience in beauty, cosmetics, or consumer goods, with a focus on account management, education, and field team leadership.
• Minimum of 4 years at Director level or above, leading multi‑market or regional retail organizations.
• Demonstrated experience managing Education and Field Sales teams, including performance management, capability building, and KPI ownership.
• Proven experience across European retail markets, with a strong track record of driving revenue growth and market share through deep understanding of retailer structures and consumer behaviour.
• Experience scaling retail businesses, teams, or market footprints, including building processes and infrastructure to support growth.
• Established relationships with key retailers; Sephora experience strongly preferred.
• Strong commercial and analytical capability and business acumen, with experience in forecasting and retail performance analysis.
• Excellent communication, negotiation, and presentation abilities.
• Ability to travel up to 50%, including overnight travel as required.