Head of B2C Sales

We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. For 90 years we have shaped brighter futures through education, arts, culture, language, and creativity.

Working with people in over 200 countries and territories, we are on the ground in more than 100 countries.

We connect. We inspire.

Role Description / Purpose

Ready to own the growth engine and deliver real commercial impact?

This is your chance to take full accountability for driving sales performance, accelerating conversion, and unlocking new revenue at scale in a complex, global environment.

We’re looking for a bold, commercially driven leader to transform and lead our B2C sales performance across a global network. Sitting at the heart of our Customer Sales & Service function, this role owns the end-to-end sales engine—from shaping strategy through to delivering measurable growth—working alongside customer-facing teams across markets, regions, and contact centres worldwide.

You’ll bring together insight, data, and frontline expertise to improve conversion, simplify customer journeys, and embed smarter, scalable sales approaches. This is a unique opportunity to lead change at scale—aligning global teams, influencing senior stakeholders, and turning ambition into tangible commercial outcomes.

Role Accountabilities

Lead and deliver the B2C sales growth strategy, driving improvements in conversion, onboarding, and revenue performance across global customer-facing teams. Work closely with markets, contact centres, and regional operations to ensure consistent, high-impact execution that reflects both global priorities and local realities.

Own the development and implementation of improved sales processes, using data, customer insight, and frontline feedback to move from current (“As Is”) to future (“To Be”) models. Ensure solutions balance customer experience, operational efficiency, and commercial impact—embedding sustainable improvements into day-to-day operations.

Act as a critical connector across marketing, digital, transformation, and customer operations functions—aligning priorities, shaping initiatives, and ensuring that sales improvements are practical, adopted, and deliver results at scale.

Drive cultural and behavioural change across dispersed teams, building alignment, capability, and a shared focus on performance. Influence senior stakeholders and bring together diverse global teams to deliver against a unified growth agenda.

Qualifications & Experience

• Proven track record of leading sales growth, conversion improvement, and revenue delivery in customer-facing or contact centre environments


• Strong commercial acumen with experience owning or influencing significant revenue targets


• Experience leading across multi-site or geographically dispersed teams in a global context


• Hands-on operational leadership experience within customer management or sales environments


• Ability to translate data and insight into actionable, scalable sales improvements


• Strong stakeholder management and influencing skills across senior and cross-functional audiences


• Experience driving transformation, embedding new processes, and leading change at pace


• Degree level qualification or equivalent professional experience


• Experience in retail or direct-to-consumer sales environments (desirable)


• Experience working with global teams and complex organisational structures (desirable)

Why Join Us?

• Make an impact at global scale – Shape how millions of customers engage with our products and services


• Own the growth agenda – Take full accountability for sales performance, conversion, and revenue outcomes


• Work with customer-facing teams worldwide – Collaborate with diverse teams across markets and contact centres to deliver results


• Lead transformation that sticks – Redesign how we sell and embed sustainable, scalable improvements


• Influence at senior level – Work across functions and geographies to align priorities and drive change


• Combine purpose with performance – Deliver commercial success while creating meaningful global impact

Important Information

• UK-based role (hybrid / remote considered, with global collaboration)


• Senior leadership position within Customer Sales & Service


• Opportunity to work across international markets and teams


• Requires strong cross-cultural collaboration and influencing capability


• Right to work in the UK required (no relocation support provided)


• Annual salary (gross): From 61,623 GBP to 71,611 GBP


• Pension scheme: We offer membership of the Civil Service Pension Scheme to support your long-term financial wellbeing

Closing date: 06 July 2026 (23.59 ICT/ 17.59 BST)

A connected and trusted UK in a more connected and trusted world.

Equality, Diversity and Inclusion Statement

We are committed to equality, diversity and inclusion and welcome applications from all sections of the community as we believe that a diverse workforce gives added depth to our work. The British Council is a Disability Confident Employer. The Disability Confident scheme helps challenge attitudes, increase understanding of disability and ensure staff are drawn from the widest possible pool of talent. We guarantee an interview for disabled applicants who meet the minimum role requirements. We welcome discussions about specific requirements or adjustments to enable participation and engagement in our work and activities.

Safeguarding Statement

The British Council is committed to safeguarding children, young people and adults who we work with. We believe that all children and adults everywhere in the world deserve to live in safe environments and have the right to be protected from all forms of abuse, maltreatment and exploitation as set out in article 19, UNCRC (United Nations Convention on the Rights of the Child) 1989. Appointment to positions where there is direct involvement with vulnerable groups will be dependent on thorough checks being completed in line with legal requirements and with the British Council’s Safeguarding policies for Adults and Children.

If you experience any difficulties with submitting your application, please email [email protected]