Head of Sales, Benelux

Job Summary

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Job Description

SPARK TSL is a healthcare technology business on an ambitious growth journey. From our UK headquarters and our Eindhoven office, we partner with hospitals across the UK, the Netherlands, and the wider Benelux region to deliver bedside engagement, patient entertainment, and clinical communication solutions that improve the patient experience and the working lives of hospital staff.

Our product portfolio includes Fusion (bedside devices and clinical engagement) and Connect (digital patient experience).  We are an AI-first organisation, embedding AI into how we build, sell, and serve,  and we have an ambitious plan to grow the business to £40m by 2030.

We are one team across multiple locations. Our culture rewards directness, curiosity, and collaboration across borders. We welcome challenge, we listen to our customers, and we hold ourselves to a high standard of delivery.

We are looking for an established sales leader to take ownership of SPARK TSL's commercial activity across the Benelux region. This is a senior individual contributor role: you will personally own the full sales cycle for the region, from prospecting through to close, with the autonomy and accountability that comes with being our most senior commercial presence in the market.

You will report to the Chief Commercial Officer, who is based in the UK and is responsible for sales and marketing across all geographies. You will work closely with our Eindhoven team, our founder, our marketing function, and our presales and product colleagues. 

This is a role for someone who is energised by ownership: someone who can build a pipeline, run a forecast, and close complex healthcare deals without needing a team underneath them to do it. You will be expected to use AI tooling as a multiplier on everything you do:  research, outreach, discovery preparation, proposal generation, and CRM hygiene; and, to bring a disciplined, structured approach to commercial activity.

Regional commercial ownership

• Own SPARK TSL's commercial performance across the Benelux region, with full personal responsibility for pipeline, forecast, and revenue delivery.
• Build and execute a regional go-to-market plan in close partnership with the CCO, marketing, and the founder.
• Represent SPARK TSL externally — at hospital customer sites, industry events, partner forums, and within the Dutch healthcare ecosystem.
• Act as the senior commercial voice for the region internally, feeding market intelligence and customer insight back into product, marketing, and the leadership team.

Discovery-led, consultative selling

• Lead structured discovery conversations with hospital decision-makers — clinical, operational, IT, and procurement — to understand the problems worth solving before positioning a solution.
• Use a recognised consultative framework (MEDDIC, SPIN, Challenger, or equivalent) to qualify, progress, and close opportunities with discipline.
• Navigate complex, multi-stakeholder buying committees with confidence, building trust through expertise and a genuine interest in the customer's context.
• Translate customer problems into commercial outcomes — proposals that are value-led, not product-led, and that hospital decision-makers can defend internally.

CRM discipline and forecasting

• Maintain a clean, accurate, and current view of pipeline and forecast in HubSpot at all times — deal stages, next actions, close dates, and decision criteria captured with rigour.
• Provide a weekly forecast to the CCO that is honest, well-evidenced, and free of surprises. We expect calibration, not optimism.
• Use CRM data to manage your own activity, prioritise your time, and identify where deals are stuck or at risk.
• Contribute to the development of repeatable, scalable commercial processes that the business can build on as we grow.

AI-augmented selling

• Use AI tooling as a daily multiplier across the full sales cycle — account research, persona insight, outreach personalisation, call preparation, meeting summarisation, proposal drafting, and CRM enrichment.
• Stay current with developments in sales technology and AI tooling, and share what works with the wider commercial team.
• Contribute to the evolution of SPARK TSL's AI-assisted commercial playbook, including how we use tools such as SPARK Assist and our internal AI infrastructure to accelerate selling.

Healthcare market expertise

• Bring credibility with hospital buyers in the Benelux region — clinical leaders, IT directors, operational executives, and procurement teams — built on prior experience selling into healthcare providers.
• Understand the rhythms of healthcare procurement, including capital and operating budget cycles, multi-stakeholder approvals, and clinical evaluation processes.
• Build and maintain a network of relationships across Dutch and Belgian healthcare that you can activate to generate pipeline and accelerate deal cycles.

Experience and track record

• B2B sales experience, with a clear track record of personally owning and closing complex, multi-stakeholder deals.
• Prior experience selling into healthcare — hospitals, healthcare technology, medical devices, clinical software, or similar (NHS experience is not required; Dutch and Benelux healthcare experience is highly valued).
• Demonstrable success in a senior individual contributor or player-coach commercial role; comfortable being the sole senior commercial presence in a region.
• Experience selling at six- and seven-figure deal values with sales cycles of six to twelve months or longer.

How you sell

• Genuinely consultative: you listen before you speak, you ask better questions than the next person in the room, and you do not pitch product when you should be doing discovery.
• Structured and disciplined: you run a clean pipeline, your CRM tells the truth, and your forecasts are calibrated.
• Proactive: you create pipeline rather than waiting for it. You know how to open doors at hospitals and how to keep deals moving.
• Commercially curious: you understand the customer's business, not just their technology, and you can translate between clinical, operational, and financial stakeholders.

How you work

• Direct, low-ego, and collaborative — qualities that resonate with the way we work as a team and with the way business is done in the Netherlands.
• AI-fluent: you actively use AI tools in your day-to-day work and are excited by the leverage they provide. If you are not already doing this, we are probably not the right fit for you.
• Comfortable with ambiguity and with building things from scratch — this is the first hire of its kind for SPARK TSL in Benelux, and you will help shape what comes next.
• Fluent in Dutch and English; working proficiency in French and/or German is a strong plus given the broader Benelux remit.

• Ownership. A senior commercial role with genuine regional ownership and a direct line to the CCO, the founder, and the executive team.
• A growth story. A clear commercial growth story — SPARK TSL is on a path to £40m by 2030, and Benelux is central to that plan.
• Modern tooling. An AI-first environment, with active investment in tooling, infrastructure, and ways of working that make commercial professionals materially more productive.
• Compensation. A competitive base salary, a meaningful variable compensation plan tied to regional performance, and the standard Dutch benefits package including pension and holiday allowance.
• Location. Eindhoven-based office with flexible hybrid working, and regular travel to the UK and across the Benelux region.

Worker Type

Regular

Number of Openings Available

1