3 billion people across the world work in frontline jobs. Yet, despite rising costs and staff shortages, frontline organisations are still left to choose between paper, Excel, and WhatsApp, or decade-old workforce management solutions to take care of the most important part of their businesses - their people.

Enter Sona: the next generation of AI-native, frontline workforce management. We’ve built an end-to-end platform covering Scheduling, HR, Payroll, and Communications that gives the largest frontline organisations everything they need to staff more intelligently and empower their teams.

In 4 years, we’ve already made a deep impact on the lives of over 100k frontline workers and the operation of their organisations, grown the team to 120+, and secured over $50M in funding from notable VC’s, including Felicis, Northzone, Gradient Ventures (Google), SpeedInvest, Antler, and Notion Capital, plus notable angels like Tom Blomfield (Monzo).

It’s a hugely exciting time to be joining the team as we’re still small enough that you’ll have a significant impact on the company’s growth trajectory and culture, yet large enough to have a great structure, experienced leaders and world-class benefits in place. More on working at Sona here.

About the Role

As our new Regional Sales Director, you’ll lead half of our UK sales team and play a pivotal role in scaling how Sona sells across our core frontline industries: Social Care and Hospitality.

You’ll define what great sales execution looks like in a fast-growing, AI-native SaaS company with a market-leading, must-have product. You’ll own performance and coaching for a talented pod of AEs and help sharpen the processes and Playbook that help us consistently win new business.

Responsibilities

• Coach and lead a pod of mid-market AEs (£50k-250k ACV) to sustained high performance, enabling ramp‑stage reps to reach full attainment and driving increasing average deal size among seasoned reps

• Contribute to a repeatable Sales Playbook tailored to buyers in our core markets that can be adopted in other verticals

• Run weekly reviews and deal-level support sessions, ensuring rigorous forecasting and sales discipline via MEDDPICC methodology

• Partner with RevOps and Sales leadership to assess expansion opportunities, build go‑to‑market plans and execute new team launches

• Own team recruitment, onboarding, culture building and performance management to maintain a high-performing sales organisation

• Drive a customer-first, data‑driven culture, identifying funnel drop‑off points and optimising conversions at every stage

Requirements

• Experience in frontline SaaS sales leadership with with clear evidence of building consistent quota coverage across a team

• A background as a quota‑bearing AE

• MEDDPICC fluency is a must; you can coach others in its application

• Comfortable working in quarterly‑quota selling cycles and net‑new logo environments

• Process and data-driven, detail-oriented - able to diagnose issues from funnel data and drive improvement

• You thrive in startups with fast-paced, ambiguous environments that require resilience and resourcefulness

• Bonus: background in Force Management / Command of the Message frameworks; experience recruiting high-quality SDRs/BDRs

Benefits

• Salary: £115-130k + double OTE (uncapped)

• Hybrid working with 3 days/week in our London office (Soho)

• Share options

• 35 days annual leave (25 days standard plus 10 flexible public holiday days)

• Extra day of leave for every year of service

• Pension contributions matched up to 5%

• Comprehensive health insurance

• Enhanced parental leave & pay

• Co-working space stipend for those based outside London

• Bi-annual all expenses paid team retreats

• The latest Macbook and equipment budget for your home office

• Professional development budget

• Unlimited free books

Compensation Range: £115K - £130K