Customer And Sales Director

Customer & Sales Director

Location: Hybrid – HQ Bury St Edmunds

Sector: Leisure | Experiences | Consumer Services

Level: Executive Leadership Team

We are partnering with a nationally recognised outdoor leisure and experiences brand to appoint a Customer & Sales Director. This is a newly created executive role with a clear mandate: to unlock greater commercial value from an already strong brand and demand position by owning conversion, customer value, CRM, sales, service, and customer insight end to end.

This organisation operates a diverse estate of adventure destinations across the UK, delivering high-quality, experience-led activities rooted in challenge, connection, and time in nature. It enjoys exceptional awareness, advocacy, and repeat visitation across families, adults, education, groups, and corporate audiences.

Customers do not simply buy a ticket; they buy into a feeling, a challenge overcome, and a story they want to share. Few consumer brands enjoy this depth of emotional equity at scale.

The business is entering its next phase of growth under a trust-led, employee-ownership model, with a clear focus on long-term value creation, organisational sustainability, and customer lifetime value.

With strong organic demand, a large addressable audience, and a proposition that naturally lends itself to repeat visitation, memberships, groups, and partnerships, the opportunity now is to convert demand more effectively and build deeper, longer-lasting customer relationships—without compromising experience quality or brand trust.

This role exists not to fix something broken, but to unlock headroom in a business with excellent foundations.

A recent strategic review identified a structural opportunity to sharpen accountability across the commercial system. As a result, executive ownership has been deliberately split across two complementary roles:

• Product & Marketing Director (in place): Owns demand creation, proposition, brand, and experience intent
• Customer & Sales Director (this role): Owns conversion, sales, CRM, customer value, service, and customer insight

The Customer & Sales Director receives demand and makes it work harder—turning intent into bookings, bookings into repeat visits, and customers into long-term advocates across both B2C and B2B channels.

Reporting into the Executive Leadership Team, with a formal interface to the Trustee Board, you will be the single accountable owner of the end-to-end customer journey, from intent through to post-visit follow-up.

Your remit spans B2C (primarily online) and B2B (primarily offline), covering conversion, sales, CRM, service, insight, and forecasting.

Act as a member of the Executive Leadership Team, contributing to strategy, governance, and long-term stewardship

Lead and develop senior leaders across Customer & Sales functions

Represent customer truth, conversion performance, and lifetime value at Executive and Trustee level

Own conversion across B2C digital journeys and B2B sales pipelines

Improve conversion rates, revenue per booking, and capacity utilisation

Feed conversion insight back into Product & Marketing to improve demand quality and proposition clarity

Design, build, and scale CRM into a core commercial growth engine

Own the customer lifecycle: pre-visit reassurance, post-visit follow-up, repeat visitation, reactivation, and loyalty

Ensure lifecycle communications reinforce brand promise and extend the experience beyond the visit

Own customer service standards, complaints, escalations, and service recovery

Protect customer trust during moments of friction or failure

Translate service insight into clear improvements across marketing and operations

Act as the single owner of customer truth (CSAT, NPS, reviews, complaints, qualitative feedback)

Translate insight into prioritised action across CRO, CRM, sales, and operations

Own forecasting, pipeline visibility, and in-season / off-season trading cadence

You are a commercially rigorous, customer-obsessed leader who thrives on turning strong demand into sustained value.

You are likely to bring:

• Senior leadership experience owning conversion, sales, CRM, or customer value in a consumer, experience-led business
• A track record of making under-leveraged demand work harder
• Experience scaling CRM and lifecycle programmes into meaningful growth drivers
• Accountability for customer service or customer experience outcomes
• The ability to operate in close partnership with Product, Brand, or Marketing leaders

Experience from leisure, hospitality, travel, attractions, or membership-based models is highly relevant, though not essential if pattern recognition is strong.

We would love to respond to every application however due to the volume of applications we receive this isn't always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted. We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.

The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.