UK Sales Manager in Coventry

Company Description

BFT Automation is an Italian company that is part of the Somfy Group. It designs and manufactures a wide range of access automation equipment. With over 40 years in the industry, we are a market leader in security automation products and are known for product quality, excellent customer service, and expert technical support. While we are most widely known for our gate automation products, we also design and manufacture an extensive range of traffic barriers, automatic bollards and motorized head units and controls that automate the opening of a wide variety of doors. This gives us the capability of providing the key technology components needed by any access security project for any industrial, commercial, or residential site.

Our products include a range of electromechanical and hydraulic motors that can open gates of various weights and sizes, garage door operators, traffic barriers and bollards, automatic door motors, control panels, transmitters, and a variety of safety accessories. The company is headquartered in Schio, Northern Italy, and turns over in excess of 150 million Euros. It sells its products worldwide through fully owned country subsidiaries such as our business in the UK as well as through independent distributors across the globe.

In the UK, BFT sells its products to a variety of installers, including specialist gate installers, security companies, metal fabricators, and fencing contractors. These professionals provide entrance security systems to both domestic and commercial/industrial customers. We operate primarily as a product sales, support, and distribution business, with two locations in the UK: an office and distribution centre in Stockport, Cheshire, and an additional office in Swindon, Wiltshire.

Job Description

To further strengthen our position in the UK market, we are looking for an experienced UK Sales Manager who will lead the UK sales organization and play a key role in driving sustainable commercial growth. Reporting directly to the Managing Director of BFT UK and acting as a member of the management team, you will translate the company's strategic objectives into clear commercial priorities and measurable sales results across the UK market.

In this position you will lead, coach and develop a team of six Area Sales Managers and a Key Account Manager. You will ensure the team operates with clear direction, a strong market focus and a disciplined approach to sales execution. An important part of your role is ensuring that each Area Sales Manager develops and executes a well-structured regional sales plan, outlining how sales targets will be achieved through account development, new customer acquisition and expansion within key market segments.

Through a combination of market insight, structured planning and close collaboration with internal stakeholders such as marketing, sales operations and customer support, you will strengthen BFT's market position and contribute to the continued growth of the business. As the commercial leader of the UK, you will also act as a visible representative of the BFT brand in the marketplace. By building strong relationships with distributors, installers and key industry partners, you will further reinforce BFT's reputation as a trusted provider of automation solutions while ensuring that the sales organization delivers consistent and sustainable results.

Responsibilities

• Lead, coach and develop a team of seven Area Sales Managers and a Project Consultant, providing clear direction, motivation and support to enable them to meet and exceed their individual sales objectives;
• Ensure that each Area Sales Manager develops and maintains a clear regional sales plan outlining how sales targets will be achieved. These plans should define priority accounts, growth opportunities, territory focus and concrete commercial actions;
• Review and challenge the regional plans of the Area Sales Managers to ensure they are realistic, aligned with the company's strategy and translated into measurable commercial results;
• Define and implement the UK sales strategy, including territory coverage plans and the effective allocation of resources to maximize market coverage and commercial impact;
• Monitor and manage the activity, performance and reporting of the sales team, ensuring that the correct commercial activities are undertaken and that all KPIs and sales targets are achieved;
• Provide coaching, mentoring and development support to the sales team to strengthen their commercial effectiveness and long-term performance;
• Identify opportunities for revenue growth by analysing sales data, customer performance and market developments, and translate these insights into concrete commercial actions;
• Drive customer retention and new customer acquisition across the UK market, ensuring the team maintains strong and sustainable relationships with key customers;
• Develop and strengthen relationships with key distributors, professional installers and system integrators to reinforce BFT's position in the professional channel;
• Support the sales team in securing larger commercial projects by coordinating internal expertise, facilitating technical discussions and ensuring BFT solutions are effectively positioned;
• Ensure the effective commercialisation and market introduction of new BFT products and solutions by aligning sales initiatives with marketing activities and equipping the sales team with the required product knowledge;
• Work closely with marketing to increase BFT's visibility in the UK market through trade fairs, industry events, training sessions and customer engagement initiatives;
• Provide regular sales analysis, forecasting and performance reports to senior management, highlighting achievements, market developments, competitive intelligence and areas requiring additional support;
• Analyse competitor activities, pricing trends and broader market developments to identify risks and opportunities and provide strategic input for business decisions;
• Collaborate closely with internal departments such as sales operations, marketing, customer service and logistics to ensure the sales organisation operates effectively and customers receive high-quality support;
• Ensure that the sales organisation operates with a strong focus on customer satisfaction, professional support and long-term partnerships that reflect the quality and reliability of the BFT brand;
• Act as a visible representative of BFT in the market by building strong industry relationships and strengthening the company's reputation with customers and stakeholders;
• Contribute actively as a member of the management team of BFT UK, supporting strategic decision-making and the continued commercial growth of the business.

Qualifications

• Bachelor's degree in Business Administration, Economics, Sales Management, Engineering, or a related field;
• Additional qualifications in sales leadership, commercial management or business strategy are considered an advantage, particularly when combined with practical experience in a technical B2B environment;
• Commercial leadership experience with at least 10 years in sales, including several years managing a field-based sales team within the UK construction, building technology, access automation or a comparable technical B2B industry;
• Proven track record of leading and developing high-performing sales organizations, including coaching Area Sales Managers/Sales Representatives, setting clear performance expectations and building a culture of accountability and commercial ownership;
• Demonstrated success in developing and executing sales strategies that translate business objectives into concrete regional plans, measurable targets and sustainable revenue growth;
• Strong experience managing professional sales channels, including distributors, installers, system integrators and project partners, with a clear understanding of how to grow market share through these networks;
• Experience guiding sales teams in the development and execution of structured regional sales plans, including account prioritization, territory planning and opportunity management;
• Strong capability in analysing sales data, pipeline performance and market developments to identify growth opportunities and support strategic decision-making;
• Proven ability to build and maintain relationships with key customers, distributors and strategic partners, strengthening long-term commercial partnerships;
• Experience supporting the acquisition of complex or larger commercial projects by coordinating internal stakeholders and ensuring strong commercial positioning of technical solutions;
• Well-developed leadership and communication skills, with the ability to motivate teams, challenge performance constructively and influence stakeholders at different levels of the organization;
• Strong commercial judgement combined with a solid understanding of technical products and solutions, enabling effective discussions with customers, installers and internal teams;
• Experience operating within an international organization and collaborating effectively with cross-functional departments such as marketing, sales operations, logistics and customer service;
• Strategic mindset combined with operational discipline, capable of balancing long-term market development with the day-to-day management of sales performance;
• Comfortable working with CRM systems, sales forecasting tools and data analysis applications such as Excel or comparable reporting tools, ensuring clear visibility of pipeline development, sales performance and market insights;
• Willingness to travel regularly across the UK to support the sales team, engage with key customers and represent the company in the market;
• Certifications: full and clean driving license.

Additional Information

• Competitive compensation including a performance-based annual bonus reflecting the strategic impact of the role and the commercial result;
• A leadership position with significant influence, where you will shape the sales strategy and lead the development of a sales team across the UK market;
• The opportunity to lead and develop a team of Area Sales Managers, creating a culture of accountability, collaboration and commercial excellence;
• A company car, laptop, and mobile phone;
• A strategic and visible role within the management team of BFT UK, contributing directly to the commercial direction and growth of the business;
• The challenge of strengthening and expanding BFT's market position in the UK by developing strong partnerships with distributors, installers and key industry stakeholders;
• Exposure to an international environment as part of the Somfy Group, a global leader in automation and smart access solutions with a strong focus on innovation, sustainability and long-term growth;
• A role with both strategic and operational impact, combining leadership of the sales organization with direct influence on key customer relationships and commercial opportunities.