Regional Sales Director, EMEA - Enterprise Sales

Primer is the unified infrastructure for global payments, empowering finance and payments teams to reduce complexity, improve performance, and capture more revenue from a single platform. Backed by top-tier investors like Sofina, Peak XV Partners, ICONIQ, Tencent, Accel, and Balderton, Primer is building the payments layer relied upon by the world’s best companies.

What You’ll Do

Lead and Refine Our EMEA Sales Strategy

• Own the go-to-market strategy for Primer’s most mature region, overseeing revenue growth, market expansion, and customer acquisition across EMEA.
• Manage, coach, and inspire a high-performing team of Account Executives, driving accountability and commercial excellence.
• Lead by example by personally owning and delivering on strategic sales targets.

Act as Regional Lead for EMEA

• Serve as the regional lead and senior-most representative of Primer in EMEA, acting as the connective tissue between global teams and the local market.
• Build a strong cross-functional culture by supporting local Primigos across GTM functions.
• Foster alignment, cohesion, and collaboration across the region, ensuring that local insights and opportunities are surfaced to the global leadership team.

Identify and Cultivate Strategic Relationships

• Open doors to high-impact enterprise opportunities, build relationships with executive stakeholders, and consistently deliver value that drives trust and partnership.
• Leverage analytical and problem-solving skills to understand customer pain points and articulate how Primer uniquely solves them.

Collaborate Cross-Functionally to Drive Commercial Impact

• Work closely with product, engineering, partnerships, and marketing teams to influence roadmap priorities, optimize positioning, and improve customer onboarding experiences.
• Champion customer feedback and regional insights to help shape our product and global strategy.

Instil a Culture of Excellence and Urgency

• Set a high-performance bar with a clear sense of ownership, urgency, and delivery.
• Uphold and champion Primer’s values, fostering a culture of integrity, accountability, and ambition across the region.

Coach and Develop Top Talent

• Identify, nurture, and grow sales talent. Map team members’ strengths to the right opportunities and create clear career paths within Primer.
• Act as a mentor and role model for both your direct team and local Primigos across EMEA.

What We’re Looking For

• Proven Experience: 10+ years in enterprise sales, including 3+ years of managing high-performing Business Development Managers (BDMs) in EMEA. Deep experience in payments, fintech, or B2B SaaS is strongly preferred.
• Regional Leadership: Experience leading a region or market, with the ability to represent your territory internally and externally with gravitas and confidence.
• Strategic Vision: A track record of defining and executing successful sales strategies that drive sustainable growth.
• Exceptional Relationship Builder: Able to build trust with clients, internal stakeholders, and team members across levels and functions.
• Negotiation Skills: Skilled in managing complex deal cycles, navigating procurement, and collaborating with legal teams to close deals.
• Entrepreneurial Mindset: Operates as an owner. Comfortable with ambiguity, bias for action, and thrives in a fast-paced, high-growth, remote-first environment.
• People Leader: A coach at heart. Passionate about team development and committed to building a culture of excellence and inclusion.

A Typical Interview Process

• An initial intro call with a Talent Partner
• An interview with the Hiring Manager
• A Challenge Stage contextualized to the role
• A final, values-alignment interview

Culture at Primer

We're building a culture where people can do their best work and be proud of the impact they have. You'll work with mission-driven, smart, and reflective individuals who are genuinely invested in building exceptional products and delivering success for our merchants.

We work remotely, and have done since day one. We believe that building a successful, profitable company goes beyond proximity. We invest in our relationships through great remote working practices and thoughtfully designed face-to-face time, including workations, our annual company retreat, and access to co-working spaces across most major cities.

The work is challenging, but at Primer, the right challenge comes with the right support: strong onboarding, a collaborative environment, and a team genuinely invested in your success.

Our Benefits

🌍 Fully remote and globally distributed
💰 Competitive share options
🌴 Uncapped holiday, with 25 days minimum to be taken
🗣️ Co-working space access across major cities
📅 Workations & Company Retreat
💻 The best equipment for your role
🏠 £500 towards your home office setup
🔎 Generous learning budget
🏥 Private Medical Insurance
📈 Additional perks and benefits (depending on location)

Diversity and Inclusion

At Primer, we're dedicated to building a diverse, inclusive, and authentic workplace. If you're excited about this role but your experience doesn't align perfectly with every qualification listed, we encourage you to apply.

Primer is committed to the equal treatment of all current and prospective employees and adopts a zero-tolerance approach to discrimination.