Head of Sales - Automation
Overview
Applied Automation is a leading UK-based engineering company specialising in the design and build of special-purpose automation solutions. Through an innovative and collaborative approach, we deliver technically advanced, bespoke automation systems to customers across a wide range of industries. We are currently seeking a Head of Sales – Automation to take a senior leadership role within the business. This position is central to driving the commercial performance of our Automation division and shaping the future direction of our sales function. The role combines sales leadership, strategic commercial ownership, and hands-on involvement in high-value, technically complex automation opportunities. You will lead the sales and applications team, work closely with Engineering and ensure the business focuses on well-qualified, profitable, and deliverable work. Applied Automation operates a 4-day working week, reflecting our commitment to productivity, balance, and sustainable performance, while continuing to deliver high-quality engineering solutions to our customers.
Purpose of the Role
The Head of Sales - Automation is responsible for developing and executing the sales strategy, leading the sales and applications team, and owning and supporting the division’s most significant commercial opportunities. The role exists to bring focus, discipline, and credibility to the front end of the business — ensuring high-value enquiries are correctly qualified, commercially robust, and aligned with engineering and delivery capability. This is a visible, hands-on leadership role that sits on the divisional Senior Management Team and carries senior accountability for sales performance, with direct involvement in strategic bids, customer engagement, and senior decision-making.
Roles & Responsibilities
- Sales Leadership & Performance
- Develop and execute the sales strategy for the Automation / Engineering Solutions division
- Lead, manage, and develop the sales and applications team.
- Drive order intake in line with divisional targets, with focus on margin quality and risk
- Ensure sales forecasts are accurate, credible, and trusted at SMT level
- Enquiry & Bid Ownership
- Lead high-value and strategically important automation enquiries from early engagement through to order placement
- Ensure enquiries are correctly qualified before significant engineering effort is committed
- Take ownership of the commercial quality, consistency, and governance of sales proposals
- Review and challenge concepts, costings, and proposal documents
- Reduce poorly qualified quoting and focus the team on the right opportunities
- Pipeline, Process & Continuous Improvement
- Ensure the health, structure, and focus of the sales pipeline
- Improve quote conversion through better qualification, positioning, and pricing discipline
- Drive continual improvement of sales processes and tools
- Ensure consistent use of CRM / Workflow systems and accurate reporting
- Collaboration & Handover
- Work closely with Engineering, Project Management, and Manufacturing to ensure sales commitments are deliverable
- Improve front-end specification capture and clarity
- Ensure structured and effective handovers from the sales team to Project Delivery
- Customer & Market Engagement
- Build strong, senior-level customer relationships
- Represent the business at key customer meetings and industry events
- Provide market feedback to support development of standard platforms and future offerings
Requirements
- Exposure to standard or modular machine platforms
- Knowledge of CRM or sales management systems
- Experience in the Life Science (MedTech) & Automotive Industries.
- Experience contributing to marketing activity, including market positioning, customer engagement, trade shows, or supporting brand visibility in relevant markets
Desirable
- Engineering or technical background within automation, controls, or systems integration
- Proven experience in senior sales or commercial leadership within automation, special purpose machinery, or complex engineered systems
- Experience leading, managing, or developing a sales and/or applications engineering team
- Experience reviewing concepts, costings, and proposal documents
- Track record of leading and securing high-value capital equipment opportunities
- Strong commercial judgement with the ability to prioritise, challenge, and make accountable decisions
- Confidence operating at senior customer and executive level, with strong communication, negotiation, and influencing skills