Regional Sales Manager (Surgical)

The Regional Sales Manager will lead the commercial development of a specialist surgical devices portfolio across an assigned UK region, with a focus on laparoscopy, colorectal surgery, upper GI and general surgery. The primary purpose of the role is to deliver sustainable regional sales growth by leading and developing the field sales team, strengthening existing accounts and identifying new business opportunities. The Regional Sales Manager will ensure customers receive high-quality clinical, technical and commercial support throughout the sales and product adoption process.

You will be an experienced, commercially focused sales leader who can translate national objectives into effective regional plans. You will combine strategic business planning and performance management with regular field visits, joint customer calls and hands-on support for product demonstrations, evaluations and clinical adoption. This is a great opportunity to lead a growing regional business and represent innovative surgical technologies within a fast-paced, clinically focused environment.

Purpose of the Role

To achieve regional quarterly and annual sales plans by leading, coaching and developing the field sales team, building lasting customer partnerships and increasing use of the surgical portfolio across NHS and private healthcare accounts. The role will take ownership of regional sales performance, team capability, forecasting, pipeline development and strategic account planning, as well as ownership of your own focused territory. Additionally, contributing to wider commercial strategy, product launches and cross-functional business initiatives.

Key Duties and Responsibilities

• Take ownership of sales performance across the region, ensuring achievement of agreed regional, product and territory sales targets, alongside ownership of a smaller, targeted territory.
• Develop and implement regional business plans aligned with national sales objectives and the wider company strategy.
• Translate regional priorities into clear territory objectives, account plans and measurable team activities.
• Lead, coach and motivate the regional field sales team to achieve individual and regional objectives.
• Set clear expectations, objectives and development priorities for each team member.
• Conduct regular field visits, joint sales calls, coaching sessions and performance reviews.
• Support team members with customer meetings, product demonstrations, evaluations and clinically complex sales opportunities.
• Build a culture of accountability, collaboration, integrity and continuous improvement.
• Identify training needs and provide appropriate coaching, product development and sales skills support.
• Support the recruitment, onboarding, appraisal and development of new and existing team members.
• Address performance concerns, team conflict and difficult conversations promptly and professionally.
• Manage relevant people activities, including annual leave, expenses and personal development planning, in line with company policy.
• Build and maintain senior-level relationships with surgeons, theatre teams, procurement leaders and other key clinical and commercial stakeholders.
• Support the team in developing strategic accounts and navigating NHS and private hospital buying pathways.
• Work alongside team members on high-value, complex or strategically important customer opportunities.
• Support pricing discussions, commercial negotiations, contracts and tender opportunities.
• Provide senior-level clinical and commercial support during product presentations, demonstrations, evaluations, training and in-theatre adoption.
• Ensure the regional team maintains the clinical and technical competency required to support customers effectively.
• Maintain an accurate regional sales forecast and ensure opportunities are appropriately recorded and progressed.
• Review territory business plans, account reports, business cases, pipeline activity and CRM records with team members.
• Produce regular regional activity, opportunity, forecast and performance reports, using sales data to identify risks, gaps and growth opportunities.
• Contribute to annual sales plans, forecasts and regional expense budgets.
• Ensure consignment stock, demonstration products and field-based equipment are managed in line with company requirements.
• Collect, analyse and communicate market intelligence, competitor activity and customer insight.
• Assess regional market potential and identify underserved accounts, clinical pathways and geographical opportunities.
• Lead the regional implementation of new product launches, sales campaigns and wider corporate initiatives.
• Work closely with marketing, clinical, product management, operations, customer service and senior leadership to maximise regional opportunities.
• Communicate company strategy, commercial priorities and business updates clearly and consistently to the regional team.
• Ensure the regional team operates in accordance with company policies, procedures and relevant codes of practice.
• Maintain high standards of ethical conduct, regulatory compliance and customer service.
• Represent the company at regional conferences, exhibitions, clinical meetings and professional events.
• Take responsibility for continuous professional development and ensure the team’s product, procedural and market knowledge remains current.

Role Requirements

Essential:

• Significant medical device sales experience, ideally within surgical devices or operating theatre sales. (5 years+)
• Previous experience leading, coaching or developing a field-based sales team.
• Proven success in achieving regional sales targets and developing sustainable business growth.
• Strong regional business planning, forecasting, pipeline management and strategic account management skills.
• Experience analysing sales performance and implementing appropriate action plans.
• Strong clinical and technical understanding, with confidence working in operating theatres and other clinical environments.
• Experience building relationships and negotiating with senior clinical, procurement and commercial stakeholders with a focus on laparoscopic, colorectal, Upper GI, General and robotic surgical specialists.
• Strong coaching, communication, presentation and influencing skills.
• Demonstrable experience in leading and motivating a geographically dispersed team.
• Confidence managing performance, resolving conflict and holding constructive, challenging conversations.
• Strong CRM discipline and competence using data and reporting tools.
• The ability to work cross-functionally and contribute to wider commercial strategy.
• A high level of integrity, accountability and commitment to compliance.
• Willingness to travel extensively across the UK region.
• A full, clean UK driving licence.

Desirable:

• Experience selling or clinically supporting technologies used in laparoscopy, colorectal surgery, upper GI, general surgery or robotic surgery.
• Existing relationships with laparoscopic, colorectal or robotic surgeons and wider operating theatre teams.
• Experience supporting complex product demonstrations, evaluations, training and in-theatre adoption.
• Knowledge of NHS and private hospital procurement, contracting and tender pathways.
• Experience contributing to annual sales planning and regional budget management.
• Experience recruiting, onboarding, appraising and developing field sales professionals.
• Experience managing consignment stock or surgical demonstration equipment.