Chief Sales Officer

Part of the Palatinate Group, Your Golf Travel is the World's largest golf travel business, offering golf breaks and golf holidays to over 3,000 destinations in 22 countries throughout the UK, Ireland, Europe and the Rest of the World. Since our inception in 2004 we have experienced rapid growth and are now a team of over 200 with offices in London, Brighton, St Andrews, Killarney and Alpharetta, GA. Along the way we have built some truly amazing relationships with our suppliers and customers, have developed a huge range of incredible travel products and experiences, won countless awards...and we are just getting started!

What makes us unique? Our people. Our employees are the life of our business and by joining our team you will become part of the most talented, ambitious passionate, collaborative and entrepreneurial team in travel as we continue to make huge waves in the market and further our position as the world’s leading golf travel company.

The Role

The Chief Sales Officer (CSO) is responsible for leading, managing, and driving the sales function at Your Golf Travel, ensuring the company meets its agreed three-year plan objectives. As a key member of the Senior Leadership Team, this role is instrumental in shaping our sales strategy, optimising team performance and efficiency, and ensuring revenue growth through effective customer retention, winback, and acquisition initiatives.

Key Responsibilities: 

Sales Leadership & Strategy

• Lead and manage a team of Golf Travel Specialists, focusing on converting new enquiries and re-engaging and rebooking existing and past customers.
• Ensure the sales function consistently meets key KPIs, including Gross Margin, Retention %, Winback %, Passenger Carryings, and NPS / Customer Satisfaction scores.
• Oversee and optimise the use of CRM systems, booking platforms, phone systems, and other communication tools to enhance enquiry conversion rates and overall sales efficiency.
• Collaborate closely with Marketing, Commercial, and Product teams to generate an optimal mix of leads, customer data, and enquiry types for maximum conversion.
• Develop and manage sales budgets and financial metrics to drive profitable growth.
• Support and oversee key partnership sales opportunities and high-net-worth individual accounts as required.
• Foster a culture of continuous improvement through data-driven decision-making and market analysis.

Performance Management & Team Development

• Work closely with the Sales Director, Head of Sales Performance, Head of Regions, and Sales Team Managers to ensure consistent achievement of targets and the delivery of exceptional customer service.
• Oversee and refine the performance management framework, establishing clear expectations and accountability across all levels.
• Ensure regular one-to-ones, performance appraisals, and coaching are conducted according to best practice and within set deadlines.
• Collaborate with the People Team and L&D Manager to enhance the ‘Always Going the Extra Yard’ training and development programme, including structured inductions, progression pathways, and product knowledge training.
• Provide ongoing professional development opportunities for the sales team, including familiarisation trips, internal training, and external courses to enhance expertise.
• Promote a high-performance culture by ensuring motivation, recognition, and career progression opportunities are readily available.

Collaboration & Business Alignment

• Contribute as part of the Senior Leadership Team to the overall business strategy, including annual and three-year planning processes.
• Ensure alignment between sales, marketing, and commercial strategies, utilising cross-functional collaboration to improve performance.
• Provide valuable insights and feedback on market trends, customer behaviour, and performance data to support informed decision-making.
• Play a pivotal role in shaping technological developments, ensuring the sales team benefits from the most effective tools and systems.

Financial & Operational Management

• Deliver Gross Margin in line with agreed objectives and forecasts.
• Maximise ROI on enquiries by ensuring optimal conversion and profitability.
• Manage and monitor retention and winback performance, ensuring targets are consistently achieved.
• Oversee department cost centres, maintaining financial discipline and operational efficiency.

Health, Safety & Corporate Responsibility

• Ensure compliance with the Your Golf Travel Employee Handbook by adhering to company policies and procedures.
• Promote efficient use of resources, reducing waste, and encouraging sustainable business practices.

The Chief Sales Officer (CSO) will be a proven sales leader with a strong track record in driving revenue growth, managing high-performing teams, and executing effective sales strategies. They will be commercially astute, results-driven, and capable of fostering a high-performance sales culture.

Key Skills & Experience:

• Sales Leadership – Extensive experience in senior sales roles, ideally in travel, hospitality, or leisure. Strong ability to develop and execute sales strategies, drive revenue, and optimise performance.
• Team Management – Proven ability to lead, develop, and mentor large sales teams, implementing performance frameworks and training programmes.
• Customer Growth & Retention – Expertise in customer acquisition, retention, and winback strategies, leveraging CRM systems and sales technology to maximise conversions.
• Cross-Functional Collaboration – Strong background in aligning Sales with Marketing, Product, Tech, HR, and Commercial teams to drive business growth.
• Commercial & Financial Acumen – Experience in budget management, forecasting, and sales analytics, ensuring data-driven decision-making.
• Technology & Innovation – Skilled in sales automation, CRM systems, and data analytics to improve efficiency and enhance customer experience.

Personal Attributes:

• Results-driven, with a strong focus on achieving and exceeding targets.
• Inspiring leader, capable of motivating teams and fostering a values driven culture of high-performance.
• Excellent communicator, withc strong influencing and relationship-building skills.
• Analytical and strategic thinker, able to interpret data and drive decision-making.
• Adaptable and resilient, thriving in a fast-paced, evolving environment.

This role is a key part of the Senior Leadership Team, shaping the future of Your Golf Travel’s sales strategy and success.

Why Join Us?

🏖 Annual Leave – 25 days holiday, increasing by 1 day per year of service (up to 28 days), plus the option to buy back up to 5 extra days each year.

✈️ Amazing Travel Perks – Enjoy familiarisation trips to top golf and holiday destinations in the UK and overseas, plus exclusive discounts on golf holidays, flights, and hotels.

🏆 Recognition & Rewards – Be part of our annual company away trips for top performers and benefit from structured training and personalised development plans.

🏌️ Exclusive Brand Discounts – Save on top golf and sports brands, including Taylormade, Under Armour, and Ping.

💪 Health & Wellbeing – Subsidised health club memberships, a fully funded Employee Assistance Programme (EAP), and a Cycle to Work scheme.

🚗 Sustainable Travel Benefits – Access our Electric Car scheme with Octopus EV and make your commute greener.

📈 Growth & Development – Receive honest feedback, regular coaching sessions, and the opportunity to grow within a dynamic and supportive team.

Join us and take your career to the next level while enjoying some great perks and working with an awesome team! 🚀