National Sales Manager

ASR International; Birmingham; On-site; GBP 70,000 - 120,000; Full time

Job summary

ASR International, a leading interiors business in the UK, is seeking a National Sales Manager to guide a dispersed field sales team and drive the next phase of growth. You will report to the Sales Director, shaping UK sales strategy and developing key accounts across major retailers and channels.

The role focuses on people leadership, commercial management and accountability, with strong emphasis on coaching, strategy execution and cross-functional collaboration.

Qualifications

• Proven track record of leading a dispersed field sales team.
• Experience in interiors market or related categories.
• Ability to set clear objectives, KPIs and development plans.

Responsibilities

• Lead and develop UK field sales team of Area Sales Managers.
• Develop and execute national sales strategy.
• Coach in the field and drive high performance.
• Manage selected strategic accounts and key negotiations.
• Provide accurate forecasting and pipeline management.

Skills

Leadership

Coaching

Strategic sales

Forecasting

Negotiations

Job description

Newly Created Role – Growth, Investment & Opportunity

An exciting opportunity has been created for an experienced National Sales Manager to join a successful, market-leading interiors business at an important stage of its continued growth.

This is a newly created position driven by growth and continued investment, providing the successful individual with the opportunity to lead an established national field sales team and play a significant role in shaping the next phase of the company's UK sales strategy.

The business has an established position within its market, strong brands, an experienced sales team and ambitious plans for further development.

It's a fantastic time to join for someone who wants more than simply their next sales management position. There is genuine scope to influence strategy, develop people, drive growth and progress with the organisation as it continues to expand.

The Role

Reporting to the Sales Director, you will take responsibility for the leadership, performance and development of the UK field sales team.

This is first and foremost a people leadership and commercial management role.

We are looking for someone who understands how to get the best from an experienced sales team – setting clear expectations, coaching in the field, challenging constructively, recognising individual strengths and creating a culture of accountability and high performance.

You will also retain responsibility for selected strategic accounts and work closely with the senior leadership team on national sales strategy, customer development and future growth opportunities.

Key Responsibilities

• Lead, coach and develop an established team of Area Sales Managers across the UK
• Develop and execute the national sales strategy
• Create a positive, accountable and high-performance sales culture
• Spend meaningful time in the field with the team and customers
• Set clear objectives, KPIs and individual development plans
• Drive sustainable growth across existing customers while developing new business
• Develop relationships across independent retailers, merchants, manufacturers and other relevant channels
• Manage selected strategic and national accounts
• Lead key commercial negotiations and joint business planning
• Drive sales, margin, customer retention and market-share growth
• Identify new routes to market and commercial opportunities
• Work collaboratively with marketing, operations, customer service and product teams
• Provide accurate forecasting, pipeline management and commercial insight to the senior leadership team

Who Are We Looking For?

We are particularly interested in speaking with individuals already operating as a National Sales Manager, Head of Sales, Regional Sales Director or in a similar senior field-sales leadership position.

You will need a demonstrable track record of leading, coaching and developing salespeople, alongside the commercial capability to manage performance, strategic customers and growth at a national level.

Relevant experience could come from:

You don't necessarily need to come from exactly the same product category. What is important is an understanding of the interiors market and its customers, combined with proven experience leading a geographically dispersed sales team.

The Individual

We are looking for an engaging and credible leader who can motivate and develop people rather than simply manage numbers.

You will be commercially astute and comfortable making decisions, challenging performance and holding people accountable while creating a positive environment where people can perform at their best.

You will be:

• A proven and inspirational sales leader
• A strong coach who enjoys developing people
• Commercially astute and results focused
• Strategic but willing to remain hands-on and visible in the field
• Comfortable leading experienced sales professionals
• Strong with customers and senior decision-makers
• Ambitious and motivated by growth and progression
• Adaptable, resilient and able to think on your feet
• Collaborative and comfortable influencing across a wider business

Why Join?

This is a new position created through growth and investment, rather than simply replacing someone within an existing structure.

You will inherit an established sales team and customer base within a successful business that has ambitious plans for continued UK growth.

For an ambitious National Sales Manager, this provides the opportunity to make a visible impact, influence future commercial strategy and position yourself for broader leadership responsibility as the business continues to develop.