Sales Director

Varlink is a specialist trade-only distributor supplying rugged mobile computers, Auto ID, and EPoS hardware and services to system integrators and IT resellers across the UK. We work exclusively with IT Resellers, System Integrators, and Solution Providers, distributing a comprehensive range of products including:

• Rugged mobile computers, PDAs, smartphones, tablets, and vehicle-mounted computers
• Barcode label printers, mobile printers, and plastic card printers
• Barcode and RFID readers, printer supplies, and label design software
• Application development tools and mobile device management software

We are proud to distribute products from leading brands including 42 Gears, Accuratus, BarTender, Duratis, Havis, Janam, Newland, Opticon, Poindus, SBV, SNBC, SOTI, SUNMI, Syble, TSC, Xprinter, and Zebra.

Role Summary

We are seeking an experienced Sales Director to lead and deliver Varlink’s sales strategy in line with the company’s commercial objectives. Working closely with the Executive Director and Managing Director, this role will drive sustainable revenue growth, achieve gross margin targets, and strengthen customer and vendor relationships. The Sales Director will provide strategic and hands-on leadership to the sales team, ensuring effective sales processes, performance management, and skills development are in place. Working collaboratively across the business, the role will also oversee forecasting and performance reporting while identifying opportunities to improve profitability and long-term growth. This role is office-based for a minimum of three days per week, supporting close collaboration with internal teams and senior leadership.

Position Objectives

• Inform and develop, with the Executive Director and Managing Director, the overall sales strategy.
• Implement and support the sales strategy using appropriate sales tactics, reviewing effectiveness regularly.
• Oversee and support the internal sales team.
• Achieve gross margin targets.

Main Duties

• Train, mentor, coach, organise, and motivate the Sales Team to meet KPIs, including revenue and gross margin targets.
• Undertake regular performance reviews with key customers.
• Ensure timely and appropriate responses to all sales opportunities.
• Ensure each sales team member identifies accounts requiring senior or cross-functional input.
• Maintain vendor relationships to ensure the Sales Team is fully trained and vendor targets are met.
• Collect and feedback relevant market intelligence and competitor activity to the Marketing Manager and other stakeholders as appropriate.
• Ensure customer data is accurate and up to date within Interprise.
• Identify and address skills and knowledge gaps within the Sales Team to support performance and development.
• Identify when the size or structure of the Sales Team requires change and implement in line with agreed budgets.
• Work with Purchasing to ensure stock profiles align with customer demand.
• Work with the Marketing team to ensure activity aligns with customer requirements.
• Undertake other duties as assigned and agreed.

Reporting

• Monthly sales forecast for the current and following two months.
• Monthly management reporting.
• Achieve agreed revenue and gross margin targets.
• Maintain slow-moving and aged stock levels within budgeted stock provisions.
• Ensure all available supplier rebate targets are achieved.
• Ensure marketing co-op allowances are fully utilised.
• Prevent bad and doubtful debts through adherence to agreed sales processes.

Key Relationships

Internal: Purchasing Manager, Finance Manager, Operations Manager, Sales Office Manager, Marketing Manager and Marketing Team, Technical Support Manager, Sales Team Members, Managing Director, Executive Director

External: Supplier Account Managers and key supplier contacts supporting sales and margin growth

Short-Term Objectives

• Agree monthly report content with the Executive Director.
• Propose appropriate stock provisions for aging, aged, and slow-moving stock.
• Develop and implement processes to keep stock write-downs within budgeted provisions.
• Develop and implement processes to align stock profiles with target customer demand.
• Work with the Finance Manager to develop and implement a robust customer onboarding process.
• Implement processes to prevent despatch to customers on stop or exceeding credit limits.
• Implement PC/PE maintenance processes to prevent invoicing delays.

To Apply

Please submit your CV and a covering letter outlining your experience and why you are the best candidate for the role.