Location:
Remote for candidates from the Netherlands, the UK, Switzerland
Hybrid for candidates based in Copenhagen
We are seeking a commercially driven, strategic, and hands-on VP Sales & Key Accounts, EMEA to lead and scale our commercial organization across the region within the Retail industry sector. This leader will be accountable for revenue growth across EMEA for our SaaS portfolio, combining new business generation, strategic key account development, partner-led growth, and close cross-functional alignment with Marketing, Presales, Customer Success, Product, and Delivery.
The ideal candidate brings a strong record of building repeatable Go-to-Market motions, leading high-performing enterprise and mid-market sales teams, and developing trusted relationships with customers, partners, and senior stakeholders. This is a senior leadership role that requires both executive presence and operational rigor, with the ability to translate strategy into measurable commercial outcomes across diverse markets.
Because this role sits within a global organization, success will also depend on the ability to work effectively across regions, cultures, and time zones. The ideal candidate will have strong experience working across European markets, navigating varied market dynamics and buying environments, collaborating closely with European leadership teams, and aligning regional priorities with broader global objectives.
This role requires traveling for customer, internal leadership meetings, and industry events.
Reports to: Chief Commercial Officer
-
Sales Strategy and Go-to-Market Execution:
-
Define and execute the EMEA sales and key account strategy to deliver sustainable revenue growth across the SaaS portfolio.
-
Refine and lead regional GTM execution, ensuring alignment with company objectives, market opportunities, and account development priorities across EMEA.
-
Develop a strong understanding of the product portfolio, value propositions, ideal customer profiles, and strategic account landscape.
-
Identify, prioritize, and penetrate key customer segments and verticals, while building targeted plans for strategic accounts and priority markets across EMEA.
-
Set annual sales targets, territory plans, account plans, and quota frameworks, and adjust execution based on market dynamics and performance trends.
-
Key Accounts, Customers, and Partner Leadership:
-
Build and deepen executive relationships with key customers, strategic accounts, partners, and industry stakeholders across EMEA.
-
Drive customer acquisition, retention, and expansion through strong commercial leadership, value-based selling, and long-term account development.
-
Establish regular business reviews with top-tier customers and strategic accounts to identify growth opportunities and strengthen retention.
-
Lead and scale partner-channel performance in collaboration with the Partner Manager, while ensuring strong alignment with key account priorities.
-
Represent the company at industry events, conferences, and market-facing engagements to strengthen brand presence, strategic relationships, and pipeline generation.
-
Market Intelligence and Positioning:
-
Maintain a strong view of market trends, buyer needs, and the competitive landscape across EMEA.
-
Translate market insights into sharper positioning, stronger commercial messaging, and more effective sales plays.
-
Partner with Marketing to improve local awareness, campaign relevance, and lead quality.
-
Surface customer and market feedback to influence product direction and commercial priorities.
-
Cross-Functional Leadership:
-
Partner closely with Product, Marketing, Customer Success, and Delivery teams to ensure a coordinated customer journey and strong commercial execution.
-
Align EMEA market priorities and strategic account needs with global business goals and product roadmap decisions.
-
Create an effective operating rhythm across functions, including regular business reviews and execution checkpoints.
-
Work effectively in a matrix environment, balancing regional autonomy with global alignment.
-
Forecasting, Performance, and Commercial Discipline:
-
Own regional forecasting, budget planning, pipeline health, account performance, and executive reporting for the leadership team.
-
Lead weekly, monthly, and quarterly business reviews focused on revenue, conversion, retention, and productivity.
-
Set performance expectations across the team and ensure disciplined use of CRM, forecasting tools, account planning, and KPI tracking.
-
Oversee quota setting, territory planning, and incentive plan execution.
-
Sales Operations and Scalability:
-
Build and strengthen scalable sales processes, methodologies, and governance.
-
Improve pipeline management, deal qualification, account planning, and opportunity progression.
-
Drive operational efficiency across systems, reporting, and internal handoffs.
-
Ensure the commercial organization has the structure, tools, and processes needed to scale effectively.
-
Team Leadership and Culture:
-
Build, lead, and develop a high-performing EMEA commercial team spanning new business and key account management.
-
Recruit, onboard, coach, and retain strong talent across sales and related commercial functions.
-
Foster a culture of accountability, collaboration, transparency, and customer focus.
-
Act as a cultural bridge across EMEA and global leadership, bringing a pragmatic, respectful, and high-trust leadership style.
The VP Sales & Key Accounts, EMEA will lead and grow a regional commercial team that may include:
-
Regional Sales Managers / Account Executives
-
Key Account Managers
-
Presales Specialist
-
Regional Marketing Manager
Experience and skills:
-
Minimum 7+ years in B2B SaaS/Software sales.
-
Proven success in a senior sales and/or key account leadership role within a SaaS or technology company.
-
Strong experience in enterprise sales, strategic account management, and mid-market commercial execution.
-
Demonstrated success building and scaling high-performing commercial teams across EMEA.
-
Experience owning regional GTM strategy, strategic account development, and delivering against growth targets.
-
Strong executive presence with the ability to build credibility and rapport with C-level stakeholders.
-
Strong understanding of direct, partner/channel, and key account sales models.
-
Data-driven operator with experience in CRM, forecasting, pipeline governance, and KPI management.
-
Experience working in an international or matrixed business environment.
-
Ability to work effectively with European markets and leadership teams, including navigating different decision-making styles, communication norms, and organizational structures.
Key traits:
-
Low-ego, highly collaborative, transparent, and accountable.
-
Comfortable balancing strategic leadership with hands-on execution.
-
Competitive base salary and performance-based commission package
-
Executive-level role with significant autonomy and influence
-
Comprehensive benefits package in line with local market practice
-
A rare opportunity to lead and expand our EMEA commercial presence
-
Significant executive visibility and direct impact on company growth
-
A collaborative global environment with close partnership across EMEA and global leadership teams
-
A culture that values personal growth as much as business outcomes.
Sounds like a great fit?
We look forward to your application! (please submit your English CV)
Auditdata is an equal opportunity employer that is committed to create diverse work environment free of discrimination and harassment. We make recruiting decisions based on your experience and skills.
