V&C Associates have been retained on an exceptional opportunity with a market-leading guided tour operator, bringing over 50,000 customers annually across 140+ global destinations through established brands in Ireland and the UK. As the business enters an ambitious new phase of growth and transformation, we are seeking an exceptional Sales & Marketing Director to shape its commercial future.
This is a high-impact, strategically-focused leadership role with full ownership of revenue generation and customer experience — with digital transformation at its heart.
The Opportunity
Importantly, our client is not looking for someone who has grown up in the travel sector. They want an individual who brings genuine energy, dynamism, and entrepreneurial flair — someone excited by the scale of the strategic and digital challenge ahead, and determined to do something bold with it.
As Sales & Marketing Director, you will lead the full commercial engine of the business, managing a budget of over £3million p/a — driving growth, elevating brand performance, and optimising the end-to-end customer journey across a multi-channel sales function that includes a call centre and retail operation.
What You Will Lead
Strategic Growth & Commercial Ownership
- Define and execute an integrated sales and marketing strategy aligned to ambitious growth targets
- Own revenue performance across all channels, from lead generation through to conversion and retention
- Identify and unlock new opportunities through insight, innovation, and partnerships
Sales Leadership & Customer Operations
- Lead and optimise a multi-channel sales function including call centre and retail
- Implement best-in-class processes, tools, and training to maximise conversion and satisfaction
- Create seamless alignment between marketing activity and sales execution
Digital Transformation & Systems Leadership
- Lead the evolution of the digital and eCommerce ecosystem — a central pillar of the role
- Drive strategic projects including CRM optimisation (HubSpot), lead nurturing and automation, and AI-driven call monitoring
- Ensure systems are fully leveraged to improve efficiency, insight, and commercial outcomes
Brand, Marketing & Performance
- Define a differentiated market proposition and translate it into cohesive, high-impact campaigns
- Drive performance marketing with a strong focus on conversion optimisation and ROI
- Establish robust reporting frameworks and maintain clear accountability for P&L
Leadership & Capability Building
- Lead and develop a high-performing team across sales, marketing, and customer service
- Foster a culture of accountability, collaboration, and continuous improvement
Who You Are
- A proven senior commercial leader — sector background matters far less than the energy, ambition, and entrepreneurial mindset you bring
- Strong track record of driving revenue growth in a B2C environment
- Experienced in managing high-volume sales teams, ideally including call centre or retail operations
- Digitally fluent, with demonstrated experience leading CRM and systems-driven transformation
- Commercially astute, data-driven, and comfortable at executive level
- Experience within a private equity-backed environment is highly desirable
Why This Role
- A rare opportunity to lead the full commercial function — strategy, digital, sales, and customer experience
- A transformation remit with real scope and high leadership visibility
- The ideal platform for a driven, entrepreneurial leader ready to make a lasting impact
This search is being conducted exclusively by V&C Associates. For a confidential conversation, please get in touch.
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