Head of Sales - Europe

Job description


Job title Head of Sales - Europe

Department Sales

Salary Competitive

Benefits Performance related bonus of up to 15% annual gross salary

Hours 40 hours per week

Holidays 25 days per annum, plus statutory holidays

About the Company:

Brompton is a highly respected British manufacturer of bespoke folding bikes, each bike being hand made in the London factory. For many owners of our bikes, Brompton is part of their lifestyle and an expression of who they are. We enjoy riding our bikes too and we’re proud of their success around the world.

Brompton wants to transform cities. By providing the means to commute or explore, with a bike that you can take anywhere, we can change the way people live in cities creating happier and healthier lives for our customers. Our high-quality products, combined with the resurgence in cycling, means that we are enjoying strong, sustained revenue growth of 20%+ over the past 3 years. COVID has accelerated the demand for cycling in cities around the world and lifted our ambition to grow global sales from c. £70m today to over £250m within the next 5 years.

We continue to make the Brompton in West London, where we started in 1975, but our product has travelled far - we now export 80% of our bicycles to 45 countries. In recent years we have invested in a new purpose-built production facility, transformed our digital architecture, opened new flagship stores, launched our ecommerce platform and had our biggest product launch in company history - and we’re not stopping there. To truly deliver on our purpose, we need passionate, innovative, and talented people that want to challenge the status quo and make an impact.

If you’re excited by the opportunity to sell market-leading products that make a difference to people’s lives, we can offer you a job you will not find anywhere else.

About Brompton in Europe

Most major urban conurbations around the world suffer increasingly from transportation congestion, heart disease, diabetes, mental health, and rapidly growing populations – all squeezing into less and less space. In these changing environments, our bikes are being enjoyed by more people each day. Across Europe, this has never been more so where Brompton communities have flourished; their strength and numbers continually growing: our bike bringing happier people together.

Bromptons have sold across UK & Europe for many years. Over the last few years, distribution has become increasingly more centralised with exclusive distributors being replaced by in-market Brompton commercial teams – most recently Germany, Austria & Switzlerand (DACH). A network of circa 1,000 national and independent retailers across the region, along with three owned and four licensed Brompton Junction stores, and a recently launched direct-to-home ecommerce channel through Bromtpon.com, are responsible for the delivery of 65% of Brompton global trade.

UK & Europe sales currently exceed £45m. The potential for growth is significant, amplified by the scale of the ebike market. The ambitious goal is to grow European Brompton sales to circa £150m within 5 years, with Brompton Electric accounting for >50% of sales revenue and a Direct-to-Consumer channel of scale (including Click+Collect, Direct-to-Home and Brompton Junctions).

Being the home market, the UK dominates European sales and is set to continue to grow at pace, with success across all key national cycling retailers and IBDs. Moreover, now fully controlling distribution across DACH region, increased resource investment (People/ Product/ Digital Infrastructure/ Logistics etc) shall accelerate performance especially across Germany & France with the ambition of matching UK sales within 5 years.

Outside UK/ IE, DE, FR, ES, IT, BeNeLux & Nordics, where Brompton operates directly, a network of smaller distributors support Brompton sales across the wider central/eastern European area. All direct markets are managed by in-market Brompton employed Country Sales Managers & Account Managers, with dedicated HQ internal support based in London.

The Role

We are searching for an experienced European Head of Sales equipped to deliver our ambitious regional omnichannel sales plan. Reporting directly into the Global Sales Director in London, with continued exposure to the Chief Executive Officers, you shall be responsible for developing and executing the regional strategy and delivering sales performance of all products across the UK, Europe, Middle East and Russia.

You will manage your external sales teams through your well established and experienced x 3 direct reports (UK Sales Manager + 3 Account Managers; DACH Region Sales Manager +2 Ac Mngrs; European Sales Manager who leads Sales Managers of BLX, FR, ES & IT). In total, your current team shall be 14 strong, with additional heads soon to join. You are therefore experienced at leading effectively and delivering results from afar and are well accustomed to the challenges managing remotely brings. Your work shall naturally bring you close to your various peers in London, particularly across the other commercial functions of Marketing, Customer Service and Finance. Additionally, you will become a key ally of the Head of Retail and the Head of Ecommerce, and through your team, shall assist in the rollout, launch and continued support to in-market owned and operated Brompton Junction stores and Brompton.com ecommerce to ensure the channels’ increasing success.

The role is subject to travel especially in the early stages as you build relations with key trade accounts and your team, whilst expanding your knowledge of the individual markets you look after (when situation allows/ post pandemic). It is an exciting opportunity for someone who has progressed their career through sales to a senior management level and who is excited by the potential of a long-term commitment to this fast-growing British success story.

The Person

A confident, self-assured, innovative leader, bringing forward a broad skill-set, with comprehensive experience developed managing multi-channel sales, national accounts of scale, and international sales teams – a prerequisite. You shall be highly numerate and analytical; results focussed and especially organised; a self-motivated individual that works effectively and efficiently remotely and that can deliver.

Solid bicycle industry knowledge and experience is desired, though applicants from lifestyle brand/ products shall be considered. Of most significance is your commercial capability, ability to build and manage your business and teams.

Additionally, you will very well networked, personable (able to develop business relationships at all levels quickly and effectively), resourceful and most importantly, entrepreneurial.

Measures of success

  • · Meeting region and country specific KPIs and annual targets
  • · High quality customer experience at Dealers - meeting Brompton Accreditation standards
  • · Development on DTC sales channel of scale (both retail and ecommerce)
  • · High performance of both the business and your sales teams
  • · Budget accuracy
  • · Quality of relationships with peers and national accounts

Position in Organisation

  • · Reporting into Global Sales Director based in London HQ, reporting into the Chief Commercial Officer who sits on the Board
  • · Working closely with Head of Marketing, Head of Retail, Head of Ecommerce, Head of Product Management, Head of Customer Service
  • · Working with Sales Operations
  • · Engaging with other Group Global Directors and Chief Officers
  • Developing the region strategy and annual plans
  • Delivering sales related revenue/ volume/ product annual targets, company KPIs and financial objectives
  • Responsible for overall business performance in each country, including Junction and Ecommerce
  • Overseeing continued development of Key Account Plans with national and key trade accounts
  • Responsible for developing new incremental sales channels (eg. leasing)
  • Responsible for building the Brompton brand in each country
  • Driving sales team performance and its continued mentoring and measurement
  • Oversee the hiring and training of staff in your region, which includes staff selection, training development, scheduling and ongoing professional development of employees


  • Feeding information to colleagues in Marketing, Design and Purchasing to develop future strategy
  • Gathering market, competitor and customer data whilst executing product and marketing strategy

Personal Requirements

  • Previous Sales Management responsibility for over £25m annual revenue across multiple countries
  • Minimum eight years’ sales management experience – in bicycle, lifestyle, or similar premium consumer goods industries
  • Minimum five years’ experience managing high performing remote sales teams
  • Minimum five years’ experience managing regional and national trade accounts
  • Minimum three years’ managing multichannel sales
  • Self-assured commercial leader
  • Very well networked and market aware
  • Fluent in English, written and oral; preferably multilingual – German advantageous
  • Consultative sales approach
  • Strong numeracy skills able to interpret Balance Sheets and Profit and Loss Accounts
  • A natural communicator that can persuade and influence others
  • The role will require travel to current and potential clients, a valid passport and driving licence is essential

Job requirements

  • An understanding of Brompton’s ethos and how this has shaped its brand values
  • Passion for our company purpose