Sales Lead

About NedFox

NedFox B.V. is a Dutch vertical SaaS company that provides the leading retail management platform for garden centres, pet stores, and specialty retailers across Europe and the UK. Our software, RetailVista, powers point-of-sale, inventory management, purchasing, e-commerce, and business intelligence for hundreds of independent and multi-location retailers.

We are part of Aspire Software, a division of Valsoft Corporation, which acquires, builds, and scales vertical market software businesses for the long term. NedFox is entering its next growth phase: professionalising its go-to-market engine, expanding into new geographies, and adding modern capabilities including integrated payments, mobile solutions, and AI-powered tools.

The UK and Ireland market is a major strategic priority. We already have an established customer base of garden centres across both markets, giving the new hire a proven foothold and reference accounts to build from. The opportunity ahead is significant: expanding wallet share within existing accounts, winning new garden centre business across the UK, and growing our presence in the pet retail vertical, a secondary market where NedFox is gaining traction on the continent.

The Opportunity

We are hiring a Sales Lead - UK to drive new business growth across the United Kingdom and Ireland. This is a full-cycle sales role for an experienced hunter who can personally prospect, qualify, demo, and close new customers — primarily in the garden centre vertical, with growing opportunity in pet retail.

You will own the UK/Ireland market. You will inherit an existing base of garden centre customers and be responsible for growing that base through new logo acquisition, expansion selling into existing accounts, and win-back of former customers. You will also help extend NedFox into adjacent verticals, starting with pet retail where the platform is gaining strong traction in other markets.

You will report to the CEO of NedFox. This role combines account ownership with new market development, and your success will directly shape the company’s UK growth trajectory.

What You’ll Do

Drive New Business Growth

•         Own the full sales cycle from prospecting through close and customer handoff for the UK and Ireland markets.

•         Identify and engage prospective customers through outbound calls, email, LinkedIn, trade shows, and industry associations.

•         Conduct discovery calls and on-site visits to understand garden centre and retailer workflows, pain points, and technology needs.

•         Deliver compelling product demonstrations of RetailVista, clearly articulating ROI, efficiency gains, and revenue impact.

•         Manage proposals, negotiations, and contract execution to consistently close new business.

•         Seamlessly transition new customers to the onboarding and support teams for activation and go-live.

Build and Maintain Pipeline

•         Manage and grow the existing UK/Ireland customer base while building net new pipeline that provides at least 3x coverage against your quarterly quota.

•         Log all activity, deal stages, and forecast data accurately in the CRM (currently SaleMate / HubSpot).

•         Participate in weekly pipeline reviews, deal inspections, and forecast calls with leadership.

•         Use prospecting tools (Apollo, LinkedIn Sales Navigator, or similar) to build targeted account lists by segment and geography.

Represent NedFox in the UK Market

•         Attend and represent NedFox at UK trade shows, industry events, and buying group meetings (e.g., GIMA, garden centre trade fairs, Pet Industry Federation).

•         Build relationships with industry associations, buying groups, and distribution partners that can accelerate market access.

•         Provide structured market feedback to product and leadership on competitive landscape, buyer needs, pricing sensitivity, and feature gaps.

What Success Looks Like

In the First 90 Days

•         You have completed product training and can deliver a compelling RetailVista demo independently.

•         You have met with existing UK/Ireland customers, understand their usage and expansion potential, and have built a target account list of 100+ new prospects by segment (garden centre, pet retail, specialty).

•         Outbound prospecting is producing qualified discovery calls and demos at a consistent weekly cadence.

•         You have closed your first new customers, either new logos or expansion deals within the existing base.

•         CRM activity and pipeline tracking are clean, current, and visible to leadership.

In 6–12 Months

•         You are consistently hitting quarterly new business targets and building a predictable pipeline.

•         The UK customer base is growing, and you have strengthened NedFox’s brand presence in the UK garden centre market while opening doors in pet retail.

•         You have developed repeatable sales playbooks, talk tracks, and objection handling specific to the UK market.

•         You are providing actionable market intelligence that informs product roadmap and go-to-market strategy.

What We’re Looking For

Required

•         5+ years of proven success in B2B SaaS new business sales, with a demonstrable track record of closing.

•         Strong hunter mentality: you are comfortable generating your own pipeline through outbound activity. This is not an inbound-reliant role.

•         Experience managing a full sales cycle from first contact through contract execution.

•         Confident running discovery calls and solution-based sales conversations that connect product capabilities to business outcomes.

•         Experience selling to SMB and mid-market buyers, ideally owner-operators or operations managers who are the primary decision-makers.

•         CRM experience (HubSpot, Salesforce, or equivalent) and disciplined about logging activity and maintaining pipeline accuracy.

•         Comfortable travelling within the UK for customer visits, trade shows, and industry events (estimated 20–30% travel).

•         Self-motivated, goal-driven, and comfortable working autonomously in a remote-first environment.

•         Strong communication, presentation, and relationship-building skills.

Preferred

•         Experience selling into garden centres, retail, pet industry, or adjacent verticals (hospitality, food service, specialty retail).

•         Experience with vertical market software or operationally complex environments where the buyer is a retailer or operator, not a technology team.

•         Experience selling multi-module platforms (POS, inventory, e-commerce, loyalty, payments) where the sales conversation spans multiple stakeholders or use cases.

•         Startup or scale-up experience where you had to build the motion, not just run an existing one.

•         Familiarity with modern sales tooling: sequencing platforms, prospecting databases (Apollo, Cognism, ZoomInfo), and sales engagement tools.

Compensation & Benefits

•         Competitive base salary, benchmarked to the UK market and dependent on experience.

•         Uncapped commission on net new ARR, with new logo ARR paid at a premium rate.

•         Competitive on-target earnings, with significant upside for overachievement.

•         25 days annual leave plus UK bank holidays.

•         Remote-first working with travel budget for customer visits and trade events.

•         Equipment and home office allowance.

•         Opportunity to provide market feedback that informs the go-to-market strategy for a growing UK market.

•         Career growth opportunity: this role could evolve into a UK Sales Manager as the market scales.

Why Join NedFox

You will be scaling NedFox’s UK presence from an established garden centre customer base into a much larger market opportunity, backed by a product that already serves hundreds of retailers across Europe. This is the rare combination of startup energy with enterprise stability, you get to build something meaningful while backed by the resources and long-term investment philosophy of Valsoft and Aspire Software.

The UK garden centre and specialty retail markets are growing, increasingly professionalised, and underserved by modern technology. Retailers are moving from manual processes and legacy POS systems to cloud-based platforms that integrate everything from inventory to e-commerce. You will be selling into that tailwind with a product that already works and a reference base that proves it.

If you want ownership, a clear market to win, and a product you can be proud of, we want to hear from you.

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