The sales leader owns the revenue that keeps a business alive — yet the role is often underestimated and mis-hired. Here is what a VP or Head of Sales actually does, and what makes a strong one.
What the role owns
A VP or Head of Sales owns the revenue engine — building and leading the sales organisation, winning and growing key customers and accounts, setting and delivering targets, and owning the field or account team. In consumer businesses this often spans retail and wholesale relationships, channel strategy, and the day-to-day performance of the sales function.
More than a top salesperson
A common mistake is promoting the best salesperson into the leadership role. The strongest sales leaders are builders of teams and systems, not just individual closers — they hire, develop, and lead a sales organisation, set strategy and structure, and manage performance. Individual selling talent does not guarantee any of that.
How it relates to commercial leadership
In some businesses the sales leader reports to a Chief Commercial Officer or Chief Revenue Officer who owns the broader commercial engine; in others, the Head of Sales is the senior commercial leader. Defining where sales sits relative to marketing, commercial strategy, and the wider revenue function is part of scoping the role.
What it means for hiring
Define whether you need a builder to create a sales function, a scaler to grow one, or a fixer to turn one around. A retained search matches the leader to that specific need.
Hiring a sales leader?
We recruit VPs and Heads of Sales and senior commercial leaders across beauty and consumer businesses.
Explore Commercial Executive Search →Frequently asked questions
What does a VP of Sales do?
They own revenue generation — building and leading the sales organisation, winning and growing customers and accounts, and delivering the targets the business depends on, including the channel and field team in consumer businesses.
Should you promote your best salesperson to Head of Sales?
Not automatically — the best individual seller is not necessarily the best leader of a sales organisation. The role rewards building teams and systems, not just closing.
Related: What Does a Chief Commercial Officer Do? · What Does a Chief Revenue Officer Do? · Commercial Executive Search
