Overview: Feridax is on the lookout for a dynamic Head of Sales to take full ownership of our commercial performance for all of our world-renowned motorcycle brands across our major channels to market—B2B, Retails, Distributors and Field. If you’re ready to step into a high-energy and impact leadership role where product meets passion and strong ambition, this could be for you.
The Role: You’ll lead and inspire a blended sales team while driving execution across strategy, trading, account performance, forecasting, activations, and stock optimisation—across brand and product portfolio. This isn’t purely just about selling—it’s about brand storytelling, stock decisions, and building trust across teams, partners, and our loyal community of retailers and riders.
Own and deliver a commercial roadmap for FERIDAX and SPADA (SPADA own brand), aligning to the overall business North Star.
● Partner with senior leadership to turn vision into practical, measurable sales strategy.
● Champion data-led decisions across sales performance, forecasts, and stock investment.
Sales Management & Team Leadership
● 3 Field Account Managers
○ 1 Key Account Manager
○ 1 Field Product Trainer
○ 3 Internal Sales/Support
● Drive weekly trading performance, reporting, sales reviews and growth action plans.
● Lead with empathy and clarity—supporting people through change and challenge.
● Proven record in building high-performing teams through coaching, development and clear goal-setting. Full responsibility for all commercial trading channels including B2B, Retail and Distributor network.
● Develop clear sales plans for each route to market including key account management, product promotion, and territory growth.
● Brand & Product Stewardship
● Ensure all brands are represented with professionalism and authenticity, consistently reinforcing their reputation for quality, safety and trust.
● Ensure FERIDAX and SPADA shows up boldly and consistently in the market— in-store, and in the field.
Stakeholder Management & Communication
● A strong number of years in commercial roles with significant time in sales leadership across Retail, understanding of OMNI, B2B and Distribution networks.
● able to balance performance drive with emotional intelligence.
● Data-Driven : You trust data over noise. Commercially Creative : Understands what drives brand affinity and sell-through at retail level and storytelling to engage the whole business.
● Motorcycle Curious : You don’t need to ride—but you get the culture, the language and the people.
● Calm Under Fire : When challenges arrive, you bring solutions—not problems.
● Exciting brand with heritage, edge, and growing global ambition.
● A chance to help shape the future of one of the UK’s most exciting lifestyle gear brands.