Director of Sales EMEA

Choco; City Of London; On-site; GBP 100,000 - 150,000; Full time

Job summary

A leading tech company in London seeks a Director of Sales EMEA to lead sales teams across Germany, France, the UK, and the Middle East. This hands-on role demands over 8 years of B2B SaaS experience and the ability to develop high-performing teams. The candidate should possess strong communication skills, cultural fluency, and a collaborative spirit to drive excellence in a fast-paced environment.

Qualifications

• 8+ years of B2B SaaS sales experience, with multi-country leadership in EMEA.
• Proven ability to coach and scale sales teams effectively.
• Hands-on experience with complex deal cycles.

Responsibilities

• Lead and scale regional sales teams across EMEA.
• Coach and develop high-performing sales leaders.
• Build scalable sales systems and manage sales pipeline.

Skills

B2B SaaS sales experience

Multi-country leadership

Coaching sales teams

Sales systems implementation

Negotiation support

Cultural fluency

Excellent communication skills

Collaboration with cross-functional teams

Fluency in English

Fluency in German or French

Job description

Overview

Choco is on a mission to enable the global food system to become sustainable by optimizing the way food is sold, ordered, distributed, and financed. Our AI-focused software connects distributors with their customers to operate waste-free and efficiently. A problem of this magnitude requires a massive scale and only the best people will be able to solve it. Are you in?

Here’s what we’re up to: https://bit.ly/4fyXonB

Meet Your Team

The Sales team at Choco is on the front lines of transforming one of the world’s largest and most outdated industries. We help foodservice distributors transition from fragmented, manual operations into streamlined, tech-enabled businesses. With Choco AI, orders placed via voicemail, text, or email are instantly converted into digital workflows, giving distributors better visibility, operational speed, and reduced waste.

As our Director of Sales EMEA, you’ll lead our most critical markets—Germany, France, UK&I, and the Middle East—driving growth, developing regional leaders, and building the infrastructure for scalable excellence. This is a hands-on leadership role for a proven team-builder who thrives in complexity, adapts across cultures, and isn’t afraid to roll up their sleeves.

Roles & Responsibilities

• Lead and scale our regional sales teams across EMEA (Germany, France, UK&I, and the Middle East), with direct management of Sales Managers and Enterprise AEs.
• Coach and develop high-performing sales leaders through structured feedback, live coaching, and tailored growth plans.
• Build and implement scalable sales systems, including pipeline hygiene, forecasting, value-based selling (e.g. MEDDICC), and deal governance.
• Partner cross-functionally with Product, Marketing, and Customer Success to ensure your teams have the tools and insights they need to win.
• Own the regional sales pipeline, ensuring strong opportunity generation, accurate forecasting, and healthy velocity across all markets.
• Support strategic deal cycles, providing hands-on executive guidance in negotiations with key distributors.
• Drive a culture of excellence, collaboration, and accountability across diverse markets and teams.
• Continuously improve sales process and performance by bringing in best practices and challenging the status quo.

Who We’re Looking For

• 8+ years of B2B SaaS sales experience, with multi-country leadership across EMEA.
• Track record of coaching and scaling sales teams, including managers and AEs, in high-growth environments.
• Proven ability to build and implement sales systems (e.g. forecasting, pipeline, deal governance).
• Hands-on experience with complex deal cycles and executive support in high-value negotiations.
• Strong cultural fluency—comfortable operating across German, French, and UK markets.
• Excellent communicator: clear, calm, concise, especially under pressure.
• Collaborative by nature; aligns closely with Product, Marketing, and Ops.
• Humble, hungry, and a true team-first leader.
• Fluent in English; German or French is a plus.

Choco was founded in 2018 in Berlin. Now, we are a dedicated team of over 200 Chocorians across Europe and the US. We seek hungry and humble individuals who embrace hard work, put our team first, and are committed to building a lasting company. Our mission demands urgency and speed while maintaining a long-term vision.

In just five years, Choco has raised $328.5 million and achieved unicorn status in 2022, with a valuation of $1.2 billion. We\'re supported by some of the world’s best investors like Bessemer Venture Partners, Insight Partners, Coatue Management, and LeftLane Capital.

Choco is an equal opportunity employer. We encourage people from all backgrounds to apply. We are committed to ensuring that our technology is available and accessible to everyone. All employment decisions are made without regard to race, color, national origin, ancestry, sex, gender, gender identity or expression, sexual orientation, age, genetic information, religion, disability, medical condition, pregnancy, marital status, family status, veteran status, or any other characteristic protected by law.