Head of Sales - UK

About Base Base is a global ecommerce operations platform helping online retailers, brands and merchants simplify, automate and scale their businesses. Our technology connects and centralises critical ecommerce operations, including marketplace integrations, order management, inventory, product listings, shipping and fulfilment. With customers across international markets, Base is helping ecommerce businesses reduce operational complexity and create the foundations for sustainable growth. The UK is a key growth market for Base, and we're entering an exciting phase of our development, with an increasing focus on larger, more complex ecommerce businesses and enterprise customers. We're now looking for an ambitious, commercially driven sales leader to take our UK sales function to the next level. The Opportunity This is not a traditional sales management role. We're looking for a hands-on, entrepreneurial sales leader who can build, lead and scale a high-performing SaaS sales organisation. You'll take ownership of the UK's new business sales function, developing our people, improving sales execution and building the processes, systems and culture required to deliver consistent, predictable revenue growth. Working directly with the Country Head UK, you'll have the opportunity to shape how Base approaches customer acquisition, sales performance and enterprise growth. We want someone who combines strategic commercial thinking with the ability and willingness to get involved in the details. Someone who is equally comfortable developing a sales strategy, coaching an Account Executive, reviewing a complex opportunity, challenging a forecast or joining a customer meeting to help close a deal. Ultimately, your mission will be to build a sales engine capable of supporting Base's ambition to become a market-leading ecommerce technology platform in the UK. Key Responsibilities 1. Sales Leadership & Revenue Ownership - Take ownership of the UK new business sales target, with accountability for MRR/ARR acquisition and consistent revenue performance. - Develop and execute a sales strategy aligned with Base's UK commercial objectives. - Translate business targets into clear team and individual sales quotas, activity expectations and performance plans. - Establish a culture of ownership, accountability and continuous improvement. - Monitor sales performance, identify gaps and implement corrective actions quickly. - Deliver reliable sales forecasts and provide clear visibility of commercial performance to senior leadership. - Balance immediate revenue delivery with the development of a sustainable, scalable sales organisation. 2. Build & Develop a High-Performing Sales Team - Lead, coach and develop a team of Account Executives selling into SMB, mid-market and enterprise ecommerce businesses. - Establish structured coaching, regular one-to-ones, call reviews, deal reviews and performance development plans. - Improve individual sales capability across prospecting, discovery, qualification, demonstrations, negotiation and closing. - Set clear performance expectations and proactively address underperformance. - Identify skills gaps and create targeted training and development programmes. - Support recruitment, onboarding and development of future sales talent. - Build a positive, ambitious and results-driven sales culture where high performance is recognised and rewarded. - Lead by example through a visible, engaged and hands-on management style. 3. Build a Scalable Sales Engine - Review, improve and standardise the end-to-end sales process, from lead generation through to closed-won and customer handover. - Develop consistent sales methodologies, qualification frameworks, playbooks and best practices. - Establish clear pipeline stages, qualification standards, exit criteria and deal progression expectations. - Improve pipeline hygiene, CRM adoption, sales reporting and forecasting accuracy. - Use HubSpot to create meaningful visibility of sales activity, pipeline quality, conversion and individual performance. - Identify bottlenecks in the sales funnel and introduce measurable improvements. - Build repeatable processes that improve sales productivity and reduce reliance on individual selling styles. - Work with Revenue Operations and other internal stakeholders to improve automation, reporting and commercial efficiency. 4. Pipeline Generation & New Business Development - Build a proactive new business culture that combines effective inbound conversion with structured outbound prospecting. - Develop targeted acquisition strategies focused on Base's ideal customer profiles and priority ecommerce segments. - Support the team in identifying, engaging and converting high-value prospective customers. - Improve prospecting effectiveness, meeting quality, opportunity creation and conversion rates. - Collaborate with Marketing on lead generation, campaign execution, lead quality and funnel performance. - Establish effective account-based selling approaches for larger strategic opportunities. - Develop a healthy, qualified pipeline capable of supporting short-term targets and longer-term growth. 5. Enterprise & Complex Solution Sales - Strengthen the team's ability to sell complex SaaS solutions to established retailers, brands and enterprise ecommerce organisations. - Provide hands-on leadership in strategic opportunities, including discovery, solution positioning, stakeholder engagement, commercial negotiations and closing. - Coach Account Executives to identify customer pain points, quantify business value and build compelling commercial cases. - Develop structured approaches to multi-stakeholder sales involving ecommerce, operations, IT, finance and senior leadership. - Improve sales qualification and deal strategy to ensure the team focuses on opportunities with genuine commercial potential. - Work closely with technical and implementation teams to ensure solutions are correctly scoped, commercially viable and aligned with customer requirements. - Support the development of competitive positioning and value-based selling. 6. Cross-Functional Collaboration - Work closely with Marketing to align demand generation, lead qualification and sales conversion. - Collaborate with Implementation and Product teams to support technical discovery, solution feasibility and effective customer onboarding. - Coordinate with Customer Success and Key Account Management to ensure smooth customer handover and identify expansion opportunities. - Partner with global commercial and enterprise teams to share best practices and support strategic opportunities. - Provide feedback on customer needs, market developments, competitors and product opportunities. 7. Commercial Strategy & Continuous Improvement - Identify opportunities to improve average deal value, sales efficiency, win rates and revenue productivity. - Develop a strong understanding of Base's commercial model, customer economics and value proposition. - Monitor market trends and competitive activity across ecommerce software and related technology. - Recommend improvements to sales structure, territory allocation, incentive design and resource requirements. - Build a sales function that can scale as the UK business continues to grow. What We're Looking For Essential Experience - Proven experience leading a B2B SaaS or complex technology sales team. - Demonstrable success delivering revenue targets through a team of quota-carrying salespeople. - Experience building, improving or transforming sales processes in a growing organisation. - Strong understanding of the full B2B sales cycle, including prospecting, discovery, qualification, solution selling, negotiation and closing. - Experience managing and coaching Account Executives, including improving underperformance and developing high performers. - Strong pipeline management, forecasting and commercial reporting capability. - Experience building proactive outbound sales activity alongside inbound acquisition. - Confidence working with CRM platforms such as HubSpot or Salesforce. - Proven ability to support and close complex, multi-stakeholder sales opportunities. - A track record of translating sales strategy into measurable operational results. - Strong commercial judgement, analytical capability and communication skills. Desirable Experience - Experience selling ecommerce technology, retail SaaS, OMS, WMS, ERP, marketplace integration or related solutions. - Experience selling to mid-market and enterprise customers. - Familiarity with structured sales methodologies such as MEDDPICC, MEDDIC - Experience developing sales playbooks, compensation frameworks and onboarding programmes. - Experience scaling sales teams within high-growth SaaS or technology businesses. - Experience with value-based selling, business-case development and commercial ROI modelling. - Experience working within international organisations with both local and global stakeholders. The Person We're looking for a leader who is: Hands-on: Comfortable getting involved in customer conversations, pipeline reviews and deal execution rather than managing purely through reports. Commercially driven: Understands the numbers, takes ownership of results and knows how to convert sales activity into revenue. A genuine coach: Enjoys developing people and can demonstrate how their leadership has improved individual and team performance. Structured and analytical: Uses data, process and clear performance expectations to drive improvement. Entrepreneurial: Thrives in an environment where processes are still evolving and is motivated by building something better. Accountable: Takes responsibility for outcomes, communicates openly and addresses challenges proactively. Collaborative: Can work effectively with senior leadership, commercial colleagues, technical teams and international stakeholders. Resilient and adaptable: Comfortable operating in a fast-moving business with ambitious targets and changing priorities. Why Join Base? - Take a leadership role in shaping the future of Base's UK sales organisation. - Join an international ecommerce technology business with an established product and significant growth ambitions. - Have a direct impact on revenue performance, team development and commercial strategy. - Work closely with senior leadership and influence important business decisions. - Help build a scalable sales operation rather than simply maintaining an established structure. - Play a key role in expanding Base's presence in the UK ecommerce and enterprise markets. If you're a commercially ambitious SaaS sales leader who enjoys building teams, developing people and turning sales strategy into measurable results, we'd like to hear from you.