Digital Sales Director

About this role

The Digital Sales Executive is responsible for driving the growth of recurring digital revenue across the assigned region through the sale of software, SaaS and cybersecurity solutions. Working in partnership with Key Account Managers, Market Sales teams and the Digital Business Unit, the role identifies, develops and converts opportunities that enhance customer outcomes while accelerating digital transformation and software adoption.
The role acts as the regional digital sales specialist, leading opportunity generation, customer engagement and commercial execution for digital solutions, while contributing to the development of scalable sales methodologies, market strategies and digital growth initiatives.
Duties:

• Own and deliver assigned annual recurring revenue (ARR) and digital sales targets within the designated territory, including achievement of net-new digital/SaaS revenue growth.

• Own the end-to-end sale of digital and SaaS propositions, including the ELECTORA platform, iCMORE AI-enabled algorithms, Cloud Products & CRE, and Cybersecurity solutions, both as standalone offerings and as an attachment to core detection equipment.

• Proactively identify, qualify, and pursue software and digital opportunities across the installed base, new business prospects, and upcoming tenders.

• Develop and execute regional digital growth plans aligned with commercial objectives and Digital Business Unit priorities.

• Partner closely with Key Account Managers (KAMs) and Market Sales Directors to maximise software attach opportunities and ensure digital solutions complement and strengthen core equipment relationships.

• Build and maintain relationships with customer decision-makers, influencers and executive stakeholders.

• Lead customer discussions focused on business outcomes, operational improvements, efficiency gains, compliance and risk reduction rather than product features alone.

• Collaborate with Technical Pre-Sales Engineers, Solution Architects, Integration Engineers, and Digital Subject Matter Experts to develop solutions, scope requirements, and support complex bids and tender responses.

• Apply strong financial and commercial acumen to support business case development, opportunity qualification, pricing discussions, contract negotiations, and recurring revenue growth.

• Maintain accurate forecasting, pipeline management, and ARR reporting through CRM systems and governance processes to support business planning and performance management.

• Collaborate with the prospect to Bid Process to support inputs required to obtain approval to bid via Smiths Detection’s DOA.

• Monitor market trends, customer requirements, competitive developments, and emerging technologies to identify growth opportunities and support portfolio development.

• Prioritise strategic aviation accounts while supporting the expansion of digital solutions across Ports & Borders, Urban Security, and other target market segments.

• Contribute to the development of digital sales methodologies, customer use cases, and best practices to strengthen regional capability and drive consistent execution.

• Support onboarding and enablement activities for future digital sales colleagues and contribute to the growth of the regional digital sales capability.

• Ensure all commercial activities are conducted in accordance with company policies, ethical standards, regulatory requirements, and applicable governance processes.

Technical Knowledge, Skills and Abilities:
Knowledge & Experience:

• Bachelor’s degree or equivalent experience in business, Sales, Marketing, Technology, or a related field.

• Proven B2B software/SaaS sales track record, ideally in aviation, ports & borders, defence or another regulated, critical-infrastructure sector.

• Comfortable selling a newer, evolving product line and helping shape the pitch and playbook as the offer matures.

• Experience selling software attached to a hardware/equipment sale is a strong advantage.

• Confident engaging both technical and commercial/C-level stakeholders with an outcome-led pitch.

• Disciplined pipeline and forecast management; fluent in CRM tools (e.g. Salesforce).

• Comfortable operating in a newly-formed, matrixed structure with both a market line manager and a functional Digital BU relationship.

• Experience selling software and digital solutions integrated with hardware or equipment solutions.

• Knowledge of cybersecurity, cloud solutions, AI-enabled applications or digital transformation programs.

• Experience participating in government procurement and tender processes.

• Willingness to travel within region.

Competence and Abilities:

• Excellent communication, presentation and stakeholder management skills.

• Strong negotiation and influencing capability across multiple organizational levels.

• Consultative, value-based and outcome-focused sales approach.

• Operate with a ‘hunting mindset’

• Ability to translate technical concepts into clear business value propositions.

• Strong analytical and strategic thinking skills.

• Effective planning, prioritization and pipeline management capability.

• High degree of resilience, self-motivation and accountability.

• Ability to work independently while collaborating effectively across global teams.

• Strong relationship-building and customer engagement skills

• Exposure in selling to customers in market segments such as Aviation, Ports & Borders & Urban Security

• Strong understanding of Digital/IT technology, procurement processes, and industry regulations.

• Strong financial and commercial acumen, with the ability to develop business cases, evaluate ROI, understand recurring revenue models, and conduct value-based commercial discussions with customer executives and procurement stakeholders.

We offer…
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