Sales Director, Europe

About us

Reform collaborates with internationally acclaimed architects and designers to create modern kitchen and storage spaces and push the boundaries of our industry.

We work across architecture, design, and interior to offer outstanding, accessible, and adaptable kitchens. Reflecting the kitchen’s vital role as the center of our homes, Reform meets the new demands of everyday living.

Reform was founded in Copenhagen in 2014, and is present across Denmark, DACH, Lithuania, and the USA.

Reform became B Corp Certified in 2023 and has been recognized with several international design awards through the years.

At Reform, all applicants will receive consideration without regard to racial background, religion, national origin, age, sexual orientation, gender identity, or disability.

Your role

As a Sales Director, Europe you will be responsible for leading and driving sales efforts across our current markets (Denmark, DACH, and remote regions) while preparing Reform for future growth across Europe.

You will be overseeing local showroom managers and ensuring the successful execution of sales strategies.

Your primary focus will be on managing sales performance to achieve revenue targets, driving pipeline management and development, and optimizing the product portfolio and services in each local market.

You will collaborate closely with regional teams and senior management to align on goals while managing a team of approximately 40 sales professionals.

Key Objectives

• Achieve and exceed regional sales targets through effective sales management.
• Develop and maintain a robust sales pipeline, ensuring a positive development of the basket size, improving conversion rates throughout the sales process, and reducing time to close a customer.
• Optimize product portfolio offerings to meet local market needs (last mile deliveries, good mounting partners, local worktop suppliers, assess appliance setup etc.).
• Improve margins by focusing on better control and pricing of third-party products and services.
• Ensure consistent sales management practices across all European showrooms.
• Collaborate with cross-functional teams to align sales efforts with broader company objectives (sales excellence, customer success, marketing,  IT, and production).

Responsibilities

• Sales Strategy & Management
• Sales Leadership: Lead and manage the sales organization across Europe, with a focus on delivering growth, developing sales capabilities, and fostering a high-performance culture.
• Pipeline Development: Oversee the development and maintenance of a healthy sales pipeline, ensuring that all sales teams are actively closing deals.
• Sales Forecasting: Create accurate sales forecasts, track progress, and ensure the alignment of sales strategies with business goals.
• Sales Process Optimization: Implement and refine sales processes to improve efficiency from Interested Leads to Payment received (through all pipeline stages) 
• Market Analysis: Regularly assess market trends, customer needs, pricing, and competitor offerings to optimize the product portfolio and drive sales.
• Team Leadership & Development
• Showroom Management: Provide direction, support, and performance management for showroom managers, ensuring alignment with regional sales goals and consistent customer engagement.
• Team Development: Coach and mentor showroom managers and sales teams, fostering talent development and succession planning.
• Performance Monitoring: Set clear sales targets and KPIs, regularly monitor team performance, and implement corrective measures as needed.
• Cross-Functional Collaboration: Work closely with Marketing, Product Development, Finance, IT, and Operations to ensure that sales strategies are aligned with overall company objectives.
• Reporting & Analysis
• Sales Reporting: Provide regular sales performance reports to senior management, highlighting successes, challenges, and areas for improvement.
• Sales Metrics & KPIs: Track and analyze key sales metrics, including pipeline status, conversion rates, margins, and order intake targets, to ensure goals are being met or exceeded.
• Budget Management: Oversee the European sales budget ensuring efficient allocation of resources and cost control.

• A commercial mindset with a proven growth track record.
• At least 5-10 years of experience as a Sales Director or in a similar role.
• Demonstrated experience in the kitchen, retail, or design industry.
• Excellent leadership and team management skills.
• Ability to develop sales strategies and utilize data-driven insights for decision-making.
• Experience with Hubspot is a plus and sales performance tracking.
• Proven ability to work in a scale-up company environment.
• Ability to travel as needed.

• Competitive remuneration and bonus schemes.
• Flexible working conditions or remote work options.
• Health insurance and pension scheme.
• Young and dynamic environment.