Sales Director in United Kingdom

Zonal Retail Data Systems Limited



JOB TITLE: Sales Director

REPORTING TO: Chief Sales & Marketing Officer

LOCATION: Field Based/ Remote



The Zonal group is one of the UK’s largest technology providers to the hospitality industry, offering an integrated toolkit with EPoS at its heart. We’re a family-owned business with a unique approach, working hand-in-hand with operators as a trusted partner for the long-term. 

Our products are used by over 16,000 pubs, restaurants and hotels. We work with enterprise customers like PizzaExpress, JD Wetherspoon, Greene King and All Bar One, emerging brands like Giggling Squid, Nightcap and Flat Iron, all the way through to single-site independents.

If you’ve booked a table or hotel room, ordered food and drinks through your mobile, received loyalty offers via email, or downloaded a hospitality brand’s app, you’ve probably used a Zonal product.

We operate from our head office in Edinburgh and have an Innovation Centre in Abingdon with field-based Sales Managers covering the whole of the UK. We offer remote working for the team, backed up by the comprehensive technical support, training and sales management that enables them to succeed.  

We reward our staff well with competitive salaries and commission schemes, generous holiday allocation and well-structured career development plans.


  The Sales Director is responsible for delivering the sales target for new sales at Zonal, typically hitting £6-7m revenue each year (total Y1 revenue). This revenue is a combination of software, hardware and professional services revenue and comes from two main teams:


  • Enterprise Sales – the Sales Director is personally involved in prospecting, pitching and reaching contractual agreements with our target businesses working as part of this team. The focus for this team is on deals with 10 sites and above or £100,000+ Y1 revenue, so the emphasis is on multiple stakeholder deals with long sales cycles.

  • Core Sales – this team focuses on prospects with fewer than 10 sites and is managed by the Head of Sales who reports to the Sales Director.



  • Proactively develop relationships with prospect businesses within the hospitality and leisure industries. This is important both personally (Enterprise Sales) and through the team (Core Sales). The main channels for developing these relationships are industry events (such as R200 and Propel), proactive outbound sales activity and the use of social media channels, especially LinkedIn. This will include being one of the “faces of Zonal” at networking events, trade shows and conferences.   

  • Build strong relationships within Zonal and in prospect businesses, taking end-to-end ownership of the Enterprise sales process. This may include the completion of a tender process in some cases. During the sales process and the handover of new sales to the project team, pull in the right internal resources to successfully broker new deals and begin the implementation project.  

  • Master the Zonal product set, ecosystem, competitive landscape and market opportunity, developing the right level of technical understanding to lead Enterprise deals and steer the Core Sales team, working alongside colleagues in the Technical Sales team.

  • Work with the CSMO and the Group Marketing Director to maximise the generation of inbound leads and the conversion of those leads to opportunities, ensuring they are distributed to sales team in line with the appropriate experience and skills.

  • Take overall responsibility for sales team performance, ensuring that annual targets are exceeded in both Enterprise and Core sales. Working with the CRM system, ensure the funnel of sales opportunities are accurately recorded, providing insight for the wider business and the basis for pipeline management within the team.   

  • Be the guardian of efficient sales operations throughout the sales team, including running effective team meetings to gain visibility of pipelines and maximise performance. Ensure that quotes are generated accurately, all sales are recorded in CRM and commissions are calculated correctly (working with the Finance team). 

  • Develop effective, constructive and collaborative relationships with all relevant company departments, gaining a solid understanding of Zonal’s total solution and how other departments interface with our customers to deliver the best outcomes.

  • Provide monthly sales reports for the Zonal Executive Board.


  • Highly commercial with a minimum of five years of sales management within an IT solutions environment (ideally hospitality tech), with a strong track record of personally delivering high-value deals.

  • Experience of approaching and building relationships at board level within blue chip organisations, successfully brokering deals worth several million pounds (Y1 value).

  • Experience of delivering effective systems and processes for sales operations, achieving sales objectives and hitting profitability targets.

  • Ability to build and maintain good relationships internally at all levels, along with the excellent communication skills needed to deliver the best outcomes for customers. 

  • Ability to lead and communicate a clear direction for the team, in line with the organisation’s goals, mission and values. Encouraging and supporting the team to achieve high standards and managing performance effectively.

  • Committed to obtaining results through taking responsibility, demonstrating a positive attitude and ensuring quality is built into work.


    Passion, Teamwork, Innovation, Professionalism, Accountability and Customer Obsession are the values that make us the company we are.

    We are going on an exciting journey, and we need more like-minded travellers to help us get there. If this sounds like you then we would love to hear from you!


    You will be a talented and ambitious senior salesperson who thrives in a fast-paced, challenging environment with experience of delivering or exceeding targets and with superior product/technical understanding.

    To be able to succeed in this role there are five core competences that you will need:

  • Relationship Building – you will understand the importance of creating strong and effective relationships with prospects and stakeholders both externally and internally.

  • Technical Understanding – you will be able to m aster the Zonal product set, ecosystem, competitive landscape, and market opportunity, developing the right level of technical understanding to lead Enterprise deals and steer the Core Sales team. You have a proven track record of understanding complex technical issues from the customer’s perspective.

  • Attention to Detail – you will be able to analyse information appropriately in order to land deals and maximise lead generation. You’ll b e the guardian of efficient sales operations throughout the sales team, including running effective team meetings to gain visibility of pipelines and maximise performance. You’ll ensure that quotes are generated accurately, all sales are recorded in CRM and commissions are calculated correctly.

  • Self-sufficiency – you possess the ability to analyse prospective customers’ technical problems and come up with solutions to those technical problems.  Where a problem is complex, you are able to identify what help you need, and reach out and work with those teams to assist you. You will be able to present information to large groups of stakeholders at a senior level.

  • Confidence – you will have experience in both presenting and pitching at a senior level with an excellent record of converting and landing deals.


    The nature of this sales role will require some flexibility in working hours as the Sales Director will attend prospect venues in the course of the sales process. Overnight stays and travel will be part of the role, where appropriate in getting a deal over the line. 

      This job description should be regarded as a guideline for the individual job holder and will be subject to review according to changing circumstances. Other duties within the skills and capabilities of the job holder may be assigned from time to time.



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