Role Overview

The Commercial Director is responsible for building and leading the commercial engine of a growing multi-channel business. The role has full accountability for revenue performance, pipeline management, forecasting accuracy and commercial discipline across all channels.

The post holder will ensure the organisation converts brand strength into consistent, measurable commercial results through structured targets, rigorous CRM adoption and clear accountability at every level.

Job description

Revenue Ownership & Commercial Performance

• Own the group revenue number across all commercial channels: Projects, Retail, Large-Format Retail, Business Development and E-commerce
• Set annual and quarterly revenue targets by channel, by team member and by account; hold every direct report accountable
• Manage and review pipeline weekly: volume, value, stage, velocity and conversion rate; identify stalls and intervene where needed
• Deliver forecast accuracy: own the monthly and quarterly revenue forecast and be accountable for its precision
• Conduct monthly commercial performance reviews with each direct report, with clear scorecard-based accountability
• Report commercial performance to the CEO and board with clarity and accuracy

CRM Leadership & Pipeline Discipline

• Own the pipeline view across all commercial channels; ensure accountability for CRM data accuracy and completeness
• Embed a culture where all client interactions and opportunity updates are logged in the CRM system as standard practice
• Work with internal digital/CRM teams to ensure dashboards, pipeline stages and data standards support commercial needs
• Use CRM data to identify coaching needs, prioritise resources and support decision-making
• Build a culture where pipeline reporting is trusted and owned by channel leaders

Channel Leadership

• Lead and develop multiple direct reports heading distinct commercial functions
• Projects: drive growth in high-value specification and contract accounts across residential, commercial and hospitality sectors
• Retail: optimise performance across showrooms and partner networks, balancing revenue and margin
• Large-Format Retail: manage key high-volume retail relationships and develop scalable strategies
• Business Development: build outbound pipeline and open new accounts, sectors and geographies
• Marketing: ensure marketing is accountable for commercial outcomes such as qualified leads and ROI
• E-commerce & CRM: oversee direct-to-consumer operations, trade portals and online sales performance, ensuring alignment with wider commercial strategy

Strategy & Planning

• Lead annual commercial planning including channel strategy, budgets, headcount and investment priorities
• Identify and execute growth opportunities across new sectors, geographies and customer types
• Partner with the CEO on long-term strategy and expansion opportunities
• Contribute to product, pricing and supply chain decisions using commercial insight

Team & Culture

• Build a high-performance culture focused on accountability, discipline and results
• Establish regular performance rhythms (e.g. weekly pipeline reviews)
• Develop talent and address capability gaps within the team
• Set standards across CRM usage, forecasting, client management and performance conversations

Experience & Attributes

Essential

• Proven track record of delivering revenue growth in a senior commercial or sales leadership role
• Experience leading multiple commercial functions simultaneously
• Strong CRM and pipeline management experience, with the ability to embed disciplined usage
• High level of commercial drive, resilience and accountability
• Strong analytical and numerical capability
• Demonstrated forecasting accuracy
• Experience across both trade and consumer channels
• Proven ability to build and lead high-performing teams

Desirable

• Experience in interiors, materials, construction products or a related sector
• Familiarity with CRM and e-commerce platforms
• Experience with geographic expansion or new market entry
• Understanding of specification and contract sales processes
• Experience presenting at board or executive level