Sales Director

Axom helps businesses make more money from the customers they already have. Our AI decisioning platform works alongside existing CRM and engagement technology, using individual behaviour and predicted outcomes to choose the next best action for each customer. Clients can improve what their existing systems do without replacing them, and measure the incremental revenue those decisions create.

We have built our initial business in iGaming. In a live 888 Africa trial this year, Axom generated 20% additional Net Gaming Revenue compared with the existing CRM approach. We are focused on growing within gaming and expanding our relationships with CRM and technology partners.

The opportunity

This is a hands-on, individual contributor role. You will personally originate, progress and close enterprise deals with gaming operators and strategic partners. You will join opportunities already in progress, and success will also depend on building your own pipeline and converting it into signed revenue. We will agree an initial focus across priority accounts and markets within the wider territory.

You will work closely with sales, product and technical colleagues on customer discovery, demonstrations, commercial cases and solution design, while remaining directly accountable for your own deals.

What you will own

• Create and close new enterprise opportunities, from senior-level prospecting and discovery through procurement, security, legal and signature.
• Qualify rigorously, build quantified business cases, maintain a credible pipeline and forecast accurately using MEDDICC, MEDDPICC or an equivalent approach.
• Develop account plans and relationships with commercial, CRM, marketing, data and executive buyers.
• Develop opportunities with CRM vendors and technology partners, including referrals and co-selling.
• Bring customer and market insight back to the sales, product and marketing teams.

What we are looking for

You will have a strong record of personally winning complex B2B technology deals. You will typically bring seven or more years of enterprise technology sales experience, although your track record matters more than tenure.

• Evidence that you can open senior relationships, create new pipeline and lead multi-stakeholder enterprise deals through to close.
• Disciplined qualification and forecasting, with practical command of MEDDICC, MEDDPICC or a similar method.
• Comfort selling a technical product in a startup or scale-up, with the curiosity to understand AI and explain its commercial value clearly.
• The judgment to adapt account strategy across international markets and work directly with customers and partners in person.
• Experience in iGaming or sportsbook, CRM and customer engagement, AI decisioning or software partnerships would be valuable. We do not expect every candidate to bring all of these; the ability to create and close business matters most.

Working arrangements

The role is based in London, with office attendance on Tuesday, Wednesday and Thursday when not meeting clients. Expect regular travel across the UK and internationally for customer meetings, partner development and industry events.

Compensation and growth

The base salary is £80,000 to £100,000 depending on experience, with commission-based target earnings of approximately twice base salary and meaningful equity participation. You will join with existing customer proof, opportunities already underway and direct access to the CEO and technical team.

Role Description

The Sales Director is a full-time, on-site role based in the London Area, United Kingdom. This role is responsible for driving new business acquisition, and expanding relationships with key iGaming operators. Day-to-day responsibilities include managing end-to-end sales cycles, from prospecting and qualification to negotiation and closing, as well as accurate forecasting and pipeline management. The Sales Director will collaborate with the wider sales team, product, marketing, and customer success teams, share in development of compelling value propositions, and support successful implementations.

Qualifications

• Strong sales and business development skills, with proven experience acquiring and growing enterprise or B2B accounts in technology or iGaming.
• Sales operations expertise, including pipeline management, forecasting, CRM usage, and data-driven decision-making.
• Customer service and relationship management capabilities, with a focus on long-term partnerships and client satisfaction.
• Experience in or strong familiarity with iGaming, SaaS, or AI-driven platforms, and the ability to articulate complex technical solutions in commercial terms.
• Excellent communication, negotiation, and presentation skills, with the ability to influence senior stakeholders and decision-makers.
• Comfort working in a fast-paced, high-growth environment and adapting to evolving market and product needs.
• Bachelor's degree in Business, Marketing, or a related field, or equivalent practical experience; advanced degrees are an advantage.

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