Commercial Director
The Company Mission Statement
A&E Fire & Security are proud to strive to be the leading service provider for all Fire Prevention and Security Systems. Passionate for achieving an outstanding level of performance by listening to our customer and understanding their unique requirements, and providing deliverable solutions that exceed their expectations.
Our goal is to always make our customer feel they are receiving our personal attention at all times regardless of project size or service requirement. Whether commercial or residential, each customer must feel that we are always reliable, honest and on hand whenever they require our services or advice.
Job satisfaction is very important for employees and owners and we will create a work environment that is enjoyable and profitable to all.
Background
We are a local, family run and well-established company, founded in 1965 who have continued to provide full 24-hour, 365 days a year support to businesses throughout the Midlands, South West and South Wales.
With approximately 100 directly employed fire and security specialists, we have your needs covered. Whilst sizeable enough to successfully manage large contracts we are small enough to provide you with the personal touch that is sometimes lacking in the larger national companies.
Established in 1965 by Graham Stallard, we are proud of our growth to become the reputable, experienced and independent company that we are now. Our track record of customer service and quality is proven by our long standing customer relationships that we are delighted to have kept and developed since our founding. It is extremely important to us to provide a service that protects you and your organisation, property, colleagues, friends and family from the devastating effects of fire. You shouldn’t expect anything less from a professional safety company.
The Role Brief
We are seeking an experienced Commercial Director to take ownership of sales, account management and the commercial side of A&E, working closely alongside the Managing Director. Much of this is work the Managing Director currently carries personally, managing key accounts, signing off quotes, looking after customers, and smoothing the handover from sales into operations. We want a capable commercial leader to take ownership of it, so it runs consistently and grows.
This is a sales and commercial leadership role spanning our pipeline, our customer relationships, and our quoting and pricing. You will own the sales pipeline end to end, lead and develop the sales and surveying team, nurture and grow our existing accounts, and make sure won work flows cleanly from sales into delivery.
The immediate priority is the sales pipeline, making sure it is strong, systematic, well converted and never dependent on any one individual. Alongside that, you will own account management and the commercial discipline around pricing and margin.
Operational delivery, finance and back-office administration are managed separately. This is a senior position working closely with the Managing Director, freeing him to focus on strategy, installation and the direction of the business. For the right person, there is scope for the role to grow over time.
Aims and How They Fit With the Mission Statement
To take ownership of sales, account management and commercial performance, building a strong, systematic pipeline, growing existing customer relationships, and ensuring quoting and pricing are commercially sound. These aims fit directly with our mission: by managing our customers and commercial process well, we make sure every client receives the reliable, personal and professional service we promise, while the business grows profitably.
Targets and Goals (Measurable)
Specific monthly and quarterly objectives will be agreed based on current performance. Indicators of success include:
• A strong, systematic sales pipeline with improving conversion and win rates, not reliant on any one person.
• Ageing and idle quotes followed up and either converted or closed.
• Existing accounts retained and grown.
• Quoting and pricing consistently protecting margin while winning good-quality work.
• A smooth handover from sales into operations, with fewer issues bouncing back.
In the First 12 Months
Within the first year, we would expect the Commercial Director to have:
• Taken full ownership of the sales pipeline and quote sign-off process from the Managing Director.
• Implemented a structured approach to quote follow-up and conversion.
• Established clear account management for key customers.
• Improved win rate and forecasting.
• Created a clean, reliable handover from sales into operations.
Description
The Commercial Director is responsible for sales, account management and commercial performance at A&E, working closely alongside the Managing Director. The role owns the sales pipeline, customer relationships, quoting and pricing, and the handover from sales into operations. It exists to take the commercial load off the Managing Director and to drive profitable, well-managed growth.
Key Responsibilities of the Role
Sales & pipeline
• Own the sales pipeline end to end — quote management, conversion, win rate and deal flow.
• Follow up and convert or close the backlog of ageing quotes.
• Build pipeline systems and forecasting so revenue is never dependent on one person.
Account management
• Own and grow key customer relationships.
• Act as the senior commercial point of contact for important accounts.
• Identify opportunities to grow existing accounts across A&E’s services.
Quoting, pricing & margin
• Own quote sign-off, pricing and commercial terms.
• Protect and improve margin while winning good-quality work.
Sales-to-operations handover
• Ensure won work flows cleanly from sales into delivery.
• Resolve issues at the sales / operations seam before they reach the Managing Director.
Team & reporting
• Lead and develop the sales and surveying team.
• Provide clear commercial reporting and forecasting.
Requirements for the Role
Essential
• Proven commercial or sales leadership in a field-based, technical or service business.
• A track record of owning a sales pipeline and improving conversion and win rate.
• Strong account management — retaining and growing customer relationships.
• Commercially and financially sharp — comfortable with pricing, margins and profitability.
• Experience owning or improving the handover from sales into operations or delivery.
• A background in a relevant sector: fire, security, electrical, mechanical, construction, technical or building services.
• Strong people skills and emotional intelligence — with customers and with a team.
• Comfortable having difficult conversations and challenging underperformance.
• Able to manage multiple priorities and accounts at once.
• A collaborative approach — listens, takes direction, and works well alongside an owner-Managing Director.
• Comfortable with early starts and a hands-on, visible presence.
• Able to provide references from previous employers.
Desirable
• Experience in fire and security or an adjacent sector.
• Experience leading a sales or surveying team.
• Familiarity with CRM and quoting / estimating systems.
• Experience in a business of around £5m–£15m turnover.
In keeping with our company ethos, we expect this person to be passionate, professional and friendly, with a strong sense of responsibility and a genuine commitment to looking after our customers and our people.
The Package
The role is based at our Cheltenham head office (Bamfurlong), with travel to client sites and our regional offices as required.
Dependent on the candidate’s skills and experience, we are offering a salary of £60,000–£70,000 per annum, plus a performance-related bonus and our company benefits package.
Application Details
Please submit your CV to the following address:
Edward Stallard – Managing Director
A&E Fire & Security Ltd
Unit 4 Bamfurlong Industrial Park
Staverton, Cheltenham
Gloucestershire, GL51 6SX
Or alternatively email edward.stallard@ae-fire.co.uk
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