Sales Director – UK and Middle East

Goaco is a digital and technology consultancy supporting organisations across the UK and Middle East.

We deliver services across software development, data and AI, cloud, cyber security, managed services, user-centred design and digital delivery. Our customers include public sector organisations, enterprises and growing businesses undergoing complex digital transformation.

As we continue to grow across both regions, we are looking for an experienced Group Sales Director to lead our sales function and build a consistent, high-performing commercial operation.

The role

Reporting directly to the CEO, the Group Sales Director will take ownership of Goaco’s end-to-end sales function across the UK and Middle East.

You will be responsible for defining and delivering the sales strategy, leading regional teams, setting and managing targets, improving pipeline quality and supporting the closure of strategic and high-value opportunities.

This is both a strategic and hands-on leadership role. You will develop the structure, processes and behaviours required to create predictable revenue growth while remaining actively involved in customer meetings, opportunity shaping, commercial negotiations and deal closure.

You will work closely with marketing, bids, delivery, finance, recruitment and technical practice leads to ensure that Goaco’s propositions are relevant, commercially viable and deliverable.

Key responsibilities

• Develop and deliver Goaco’s sales strategy across the UK and Middle East, turning company growth objectives into clear regional plans, measurable targets and priority sectors, services and accounts.
• Adapt the sales approach to reflect local market conditions while maintaining a consistent group-wide sales process and clear standards across both regions.
• Lead, coach and develop the sales teams, setting clear expectations, territories, responsibilities and performance measures through regular one-to-ones, pipeline reviews and target management.
• Own the full sales pipeline and revenue forecast, ensuring opportunities are properly qualified, accurately recorded and actively progressed through the CRM.
• Challenge weak or inflated opportunities and provide the CEO with clear reporting on performance, risks, major deals, forecast confidence and corrective actions.
• Provide hands-on support with strategic accounts, complex opportunities and high-value deals by joining customer meetings, shaping propositions, guiding negotiations and supporting closures.
• Take direct ownership of selected opportunities where senior commercial leadership or executive involvement is required.
• Work closely with marketing, bids, delivery, finance, recruitment and technical teams to ensure proposals are commercially sound, technically credible and deliverable.
• Oversee pricing, discounts, margin protection, contractual risk and the formal handover of successful opportunities into delivery.
• Strengthen existing customer relationships through account planning, renewals, extensions, cross-selling and upselling while identifying retention risks early.
• Build strong executive relationships with priority customers, partners and stakeholders across the UK, UAE, Saudi Arabia and the wider GCC.
• Identify new routes to market, strategic partnerships, referral channels and growth opportunities that support sustainable regional expansion.
• Measure success through revenue growth, gross margin, pipeline coverage, forecast accuracy, conversion rates, customer retention, account growth and overall team performance.

Why Goaco?

This is an opportunity to lead the sales function of a growing digital consultancy operating across two important markets.

You will have direct access to the CEO, influence Goaco’s growth strategy and play a central role in building a scalable commercial function. You will also work alongside experienced technology, delivery and consulting teams with a strong track record across government and enterprise services.