Direct to Consumer Sales Manager

Purpose:  The Sales Manager D2C is responsible for leading and accelerating growth within Kinetico UK’s Direct-to-Consumer residential sales channel. This role focuses on improving the efficiency, capability, and conversion performance of the current Water Treatment Experts, while supporting a structured expansion into new territories.  The Sales Manager D2C will champion innovative ways of selling, raise in-home demonstration-to-sale conversion rates, embed referral-led growth, and increase average sale value through solution-led customer interactions. The role is central to delivering a premium, consistent customer experience and driving scalable D2C growth aligned to Kinetico UK’s wider residential strategy  Key Areas of Responsibility:  Direct Sales Strategy & Leadership  * Deliver the Direct sales plan in line with the national residential growth strategy.  * Lead, coach, and motivate WTEs to achieve and exceed sales targets.  * Set clear KPIs and performance expectations for individual reps and territories.  * Build a high-performance culture focused on customer outcomes, accountability, and continuous improvement.  * Provide regular performance insights and recommendations to the Head of Residential Sales.    Efficiency & Capability Uplift of Water Treatment Experts  * Increase productivity and effectiveness of the existing WTE team through structured coaching, ride-alongs, and skills development.  * Identify performance gaps and deploy targeted training plans covering product knowledge, consultative selling, and closing skills.  * Improve pipeline discipline, CRM (Salesforce) usage, and route planning to maximise demos per rep and success per visit.  * Standardise best-practice approaches across the team to ensure consistency and scalability.    Conversion Improvement (In-Home Demo → Sale)  * Own and improve the Direct demonstration journey to raise conversion rates.  * Strengthen WTE capability in needs-based selling, value articulation, and objection handling.  * Analyse lost sales data to identify barriers and implement corrective actions.  * Introduce structured coaching and playbooks to drive improvement in close rate, confidence, and customer trust.    Territory Expansion & Growth Delivery  * Support the phased expansion of Direct coverage into new UK territories.  * Assess territory performance and growth potential, recommending recruitment or resourcing where needed.  * Ensure new territories launch with consistent standards of sales process, customer experience, and reporting.  * Track ramp-up performance and implement interventions to hit early-stage growth milestones.    Innovative Selling & Customer Experience Excellence  * Test and implement new ways of selling aligned to market trends and consumer behaviours (e.g., hybrid/virtual demos, digital lead nurturing, consultative water assessments).  * Work with Marketing to align Direct messaging, lead quality, and campaign effectiveness.  * Ensure every customer interaction reflects a premium Kinetico experience, from first contact through install handover.  * Monitor satisfaction, feedback, and complaints and drive continuous experience improvements.    Referral Programmes & Increased Value per Interaction  * Embed referral-led selling as a core Direct growth engine.  * Ensure WTEs confidently ask for referrals and understand how to position them as a customer benefit.  * Design and refine referral mechanics, incentives, and tracking to optimise lead volume and conversion.  * Increase average sale value through solution bundling, upgrades, and add-on selling (e.g., RO + softener, service plans, premium options).  * Track and improve AOV, attach rates, and referral-to-sale outcomes.    Sales Operations, Reporting & Cross-Functional Collaboration  * Ensure disciplined CRM usage for lead tracking, forecasting, and pipeline management.  * Provide weekly/monthly reporting on revenue, productivity, conversion, AOV, referral performance, and territory progress.   * Collaborate with Service, Operations, and Warehouse/Logistics to ensure smooth installs and consistent customer promise delivery.  * Partner with Finance to support accurate forecasting and performance tracking.    Key Competencies:  * Direct Sales Leadership – strong ability to lead field-based, consultative in-home sales teams.  * Performance Coaching – proven skill in uplifting capability, productivity, and conversion through hands-on coaching.  * Commercial Acumen – strong understanding of revenue drivers, margins, and value-based selling.  * Customer Orientation – commitment to premium customer experience and trust-based selling.  * Innovation & Growth Mindset – proactive in exploring new selling approaches and territory models.  * Analytical Thinking – data-driven approach to improving conversion, efficiency, and AOV.  * Collaboration & Influence – able to work cross-functionally and create alignment around customer outcomes.  * Adaptability – comfortable operating in a fast-moving and evolving residential market.  * Communication & Relationship Building – strong interpersonal skills with reps, customers, and stakeholders.    Qualifications and Experience:  Education  * Degree (or equivalent) in Business, Sales, Marketing, or related discipline (desirable but not essential).    Professional Experience  * Proven track record in leading or managing direct/field sales teams (5+ years preferred).  * Demonstrated success improving sales conversion rates and productivity in consultative selling environments.  * Experience with in-home demonstration selling models (home improvement, technical consumer products, premium retail, or similar).  * Evidence of implementing referral programmes or increasing AOV through solution-led selling.  * Strong collaboration history with marketing and operational teams.  * Solid experience using CRM systems (Salesforce preferred) and sales performance reporting.    Technical Skills  * CRM proficiency (Salesforce preferred).  * Strong analytical and forecasting ability.  * Competent with Microsoft Office (Excel, PowerPoint, Outlook).  * Familiarity with digital lead handling, hybrid selling, or e-commerce-supported sales is an advantage.    Additional Assets  * Experience in water treatment, plumbing, or technical in-home sales environments (advantageous).  * Full UK driving licence and willingness to travel regularly    Organisational Context:  The Sales Manager D2C is a critical role within Kinetico UK’s Residential Sales structure, accountable for driving performance and growth in the Direct-to-Consumer channel. Reporting to the Head of Residential Sales, the role leads the Water Treatment Expert team through a journey of efficiency improvement, conversion uplift, and geographic expansion. Through strong leadership, innovative selling methods, and a relentless focus on customer experience, the Sales Manager D2C ensures Kinetico continues to grow its residential footprint and maximise value from every customer interaction.