Associate Director of Sales

Role Overview

We are looking for a results-driven Associate Director – Sales to lead revenue generation, manage high-performing sales teams, and drive business growth across our education and learning portfolio. The role will be responsible for end-to-end sales performance, revenue and profitability targets, sales strategy, team development, and operational excellence.

The ideal candidate will have a strong track record in B2C sales, consultative selling, sales team leadership, and scaling revenue-driven businesses, preferably in EdTech, online education, or other high-ticket consumer sales environments.

Key Responsibilities

1. Sales Strategy & Revenue Growth

• Develop and execute sales strategies to achieve monthly, quarterly, and annual revenue targets.
• Own sales performance, revenue generation, and business growth across assigned portfolios or markets.
• Identify opportunities to improve lead conversion, average order value, customer acquisition, and overall sales productivity.
• Build scalable sales processes to support business expansion and sustainable growth.

2. Team Leadership & Performance Management

• Lead, manage, and develop a team of sales managers, team leaders, and sales consultants.
• Establish clear performance metrics, individual targets, and team-level KPIs.
• Drive a performance-oriented culture through regular reviews, coaching, feedback, and capability development.
• Build a strong leadership pipeline and improve team productivity, engagement, and retention.

3. Sales Funnel & Conversion Optimisation

• Monitor the complete sales funnel, from lead allocation and counselling to conversion and revenue realisation.
• Analyse conversion ratios, lead response times, follow-up effectiveness, and sales cycle performance.
• Identify bottlenecks and implement corrective actions to improve conversion rates and reduce revenue leakage.
• Leverage CRM systems, dashboards, and real-time performance data for informed decision-making.

4. Business Planning & P&L Management

• Drive business planning, sales forecasting, budgeting, and revenue projections.
• Monitor sales costs, acquisition costs, productivity, and profitability in line with business objectives.
• Prepare performance reports and provide actionable business insights to senior leadership.
• Ensure accountability for revenue targets and other agreed financial and operational metrics.

5. Sales Enablement & Process Excellence

• Collaborate with Sales Enablement, Marketing, Operations, Product, and Customer Success teams to improve sales effectiveness.
• Implement structured onboarding, product training, sales playbooks, and performance-based coaching.
• Standardise sales processes, reporting mechanisms, and performance review frameworks.
• Drive automation and data-led interventions to improve operational efficiency and sales outcomes.

6. Customer Experience & Business Excellence

• Promote consultative selling and value-based customer engagement.
• Ensure consistent sales quality, ethical selling practices, and a strong customer experience.
• Identify customer objections, market trends, and competitive insights to refine sales strategies.
• Drive continuous improvement in customer conversion, satisfaction, and revenue outcomes.

Required Qualifications & Experience

• Bachelor's degree in Business Administration, Management, Marketing, or a related discipline; an MBA is preferred.
• 10–15 years of overall experience in sales, business development, or revenue management.
• At least 4–5 years of experience managing large sales teams through managers and team leaders.
• Demonstrated success in achieving and exceeding significant revenue targets.
• Strong experience in B2C sales, consultative selling, and high-volume or high-ticket sales environments.
• Experience in EdTech, online education, professional learning, or a comparable consumer-focused industry is preferred.
• Proven expertise in sales funnel management, forecasting, performance analytics, and CRM utilisation.
• Exposure to P&L ownership, budgeting, and business planning.
• International sales or US-market exposure would be an added advantage, particularly for roles serving overseas customers.

Key Competencies

• Strategic sales leadership and commercial acumen
• Revenue ownership and business growth orientation
• Team management, coaching, and talent development
• Data-driven decision-making and analytical thinking
• Sales forecasting and performance management
• Stakeholder management and cross-functional collaboration
• Strong communication, negotiation, and problem-solving skills
• Ability to operate in a fast-paced, target-driven environment