ROLE PURPOSE 

The Sales Commander is the senior sales leader within the Business Development division, responsible for driving revenue performance, strengthening sales capability, and embedding disciplined sales execution across all brands. The role owns the monthly units sold target across the portfolio and is accountable for building a high performing sales organization through structured coaching, pipeline discipline, and consistent operating standards.

This position is designed to elevate both people and systems, creating a unified and performance driven sales environment where Brand Managers and sales teams operate with clarity, accountability, and consistency. The Sales Commander works across the full sales division to improve conversion, deal velocity, and team capability, while supporting Brand Managers in strengthening their leadership and execution.

DUTIES AND RESPONSIBILITIES   

Sales Performance and Revenue Ownership

• Own the monthly units sold target across all brands and drive consistent performance against defined commercial objectives.
• Track performance on a daily and weekly basis, identifying gaps and implementing corrective actions to maintain momentum.
• Develop accurate weekly sales forecasts and provide structured updates to the Head of Business Development.
• Support deal closure across the division, including escalation and involvement of senior leadership where required.

Sales Leadership and People Development

• Provide leadership and direction to Brand Managers, supporting their growth as commercial leaders while respecting their brand expertise and market knowledge.
• Conduct structured weekly one-on-one sessions focused on pipeline performance, deal progression, and professional development.
• Work directly with sales representatives to improve selling capability, conversion discipline, and field execution.
• Identify capability gaps across the division and implement targeted development plans to improve individual and team performance.
• Create a culture of accountability, continuous improvement, and high performance across all sales teams.

Pipeline Management and CRM Discipline

• Drive disciplined pipeline management across all brands, maintaining required pipeline coverage against monthly targets.
• Enforce consistent use of Zoho CRM, with all deals updated accurately and on time.
• Monitor pipeline health, identify stalled opportunities, and intervene through coaching or escalation to maintain deal flow.
• Own and deliver structured pipeline reporting to leadership weekly.

Sales Operations and War Room Management

• Own the Sales War Room as the central operating platform for performance management and decision making.
• Establish and maintain a clear operating rhythm including daily check ins, weekly pipeline reviews, and monthly performance sessions.
• Ensure visibility of performance across all brands, with clear ownership of gaps and actions.
• Drive decision making through structured forums rather than informal channels, maintaining focus and accountability.

Systems and Standards Implementation

• Lead the implementation and adoption of sales systems, processes, and operating standards across the division.
• Translate the sales playbook into daily execution, embedding consistency in how the team operates.
• Identify gaps between defined standards and actual practice, and implement corrective actions to close them.
• Work with the Head of Business Development to refine and evolve systems as the business scales.

Lead Quality and Growth Collaboration

• Collaborate closely with the Growth team to improve lead quality and conversion outcomes.
• Provide structured feedback on lead sources and channel performance, including digital, referrals, and walk in traffic.
• Participate in regular pipeline and lead review sessions to align on quality standards and performance improvement actions.

Customer Experience and Feedback Integration

• Maintain strong alignment with the Customer Success team to understand post sale experience and its impact on future sales.
• Identify patterns that affect repeat business and referrals, and integrate these insights into sales coaching and execution.
• Ensure the sales team operates with full awareness of the customer journey beyond the point of sale

Requirements

QUALIFICATIONS & EXPERIENCE

• Bachelor’s degree in Business, Sales, Marketing, or a related field.
• Minimum of eight years of experience in sales leadership, with demonstrated experience managing teams through managers.
• Experience in automotive, equipment, or similar multi brand commercial environments is desirable.
• Strong experience in pipeline management, CRM systems, and structured sales operations.
• Demonstrated ability to coach and develop high-performing sales teams.
• Experience operating in performance driven or accountability driven environments.