Head of Sales - B2B, Retail & Channel Manager

Feridax (1957) Limited; Halesowen; On-site; GBP 60,000 - 100,000; Full time

Job summary

Feridax (1957) Limited is seeking a Head of Sales to oversee commercial performance for renowned motorcycle brands. This role involves strategic leadership, team management, and engaging with stakeholders across various channels to drive brand visibility and sales. Ideal candidates will have strong experience in sales leadership, a data-driven approach, and a passion for the motorcycle culture.

Qualifications

• Significant experience in sales leadership across Retail, B2B, and Distribution.
• Proven ability to inspire and grow high-performing teams.
• Data-driven mindset with strong analytical skills.

Responsibilities

• Lead a sales team while driving execution across strategy and trading.
• Own and deliver a commercial roadmap for FERIDAX and SPADA.
• Engage with retailers to drive sell-through and product feedback.

Skills

Sales leadership

Data-driven decision making

Team leadership

Strategic planning

Stakeholder management

Brand storytelling

Job description

Overview:

Feridax is on the lookout for a dynamic Head of Sales to take full ownership of our commercial performance for all of our world-renowned motorcycle brands across our major channels to market-B2B, Retails, Distributors and Field. If you're ready to step into a high-energy and impact leadership role where product meets passion and strong ambition, this could be for you.

The Role:

You'll lead and inspire a blended sales team while driving execution across strategy, trading, account performance, forecasting, activations, and stock optimisation-across brand and product portfolio. This isn't purely just about selling-it's about brand storytelling, stock decisions, and building trust across teams, partners, and our loyal community of retailers and riders.

Key Responsibilities:

Strategic Leadership

Own and deliver a commercial roadmap for FERIDAX and SPADA (SPADA own brand), aligning to the overall business North Star.

Partner with senior leadership to turn vision into practical, measurable sales strategy.

Champion data-led decisions across sales performance, forecasts, and stock investment.

Sales Management & Team Leadership

Manage a high-performing team of:

3 Field Account Managers

1 Key Account Manager

1 Field Product Trainer

3 Internal Sales/Support

Drive weekly trading performance, reporting, sales reviews and growth action plans.

Lead with empathy and clarity-supporting people through change and challenge.

Proven record in building high-performing teams through coaching, development and clear goal-setting. Passionate about driving growth and unlocking individual potential with your teams.

Channel & Trade Execution

Full responsibility for all commercial trading channels including B2B, Retail and Distributor network.

Develop clear sales plans for each route to market including key account management, product promotion, and territory growth.

Confidently engage with retailers to drive sell-through, activations, product feedback and visibility.

Brand & Product Stewardship

Ensure all brands are represented with professionalism and authenticity, consistently reinforcing their reputation for quality, safety and trust.

Ensure FERIDAX and SPADA shows up boldly and consistently in the market- in-store, and in the field.

Stakeholder Management & Communication

Work closely with key departments including marketing, buying, operations and product.

Cascade strategic updates from senior leadership with clarity, confidence and context on an agreed cadence.

Be trusted by the business' founder and senior leaders-acting as a sounding board and safe pair of hands.

Who You Are:

Experienced: A strong number of years in commercial roles with significant time in sales leadership across Retail, understanding of OMNI, B2B and Distribution networks.

Leader: Proven ability to inspire and grow teams; able to balance performance drive with emotional intelligence.

Data-Driven: You trust data over noise. You act on facts and bring insight to every conversation.

Commercially Creative: Understands what drives brand affinity and sell-through at retail level and storytelling to engage the whole business.

Motorcycle Curious: You don't need to ride-but you get the culture, the language and the people.

Clear Communicator: Can sell a vision, explain the why', and tailor your message for different audiences and always approachable.

Calm Under Fire: When challenges arrive, you bring solutions-not problems.

Detail-Aware: You know when to dive into the detail-and when to step back and let others run with it.

Why Join Us?

A bold, exciting culture where your voice matters, change occurs often and your impact is visible and authentic.

Exciting brand with heritage, edge, and growing global ambition.

Supportive senior leadership with appetite for change, driving innovation and smart execution.

A chance to help shape the future of one of the UK's most exciting lifestyle gear brands.