The Sales Controller is responsible for driving commercial performance by providing financial insight, sales governance, forecasting accuracy, and operational discipline across the sales organisation. The role partners closely with Sales, Finance, and Operations to ensure revenue targets are achievable, margins are protected, and decision-making is grounded in robust data. This person acts as the conscience of the sales team, ensuring performance is tracked with clarity and accountability.
Key Accountabilities / Responsibilities
- Commercial Performance & Forecasting
- Support the end-to-end sales forecasting process, ensuring accuracy, consistency, and alignment with business targets.
- Analyse sales performance, pipeline health, conversion rates, and margin trends to identify risks and opportunities.
- Provide weekly and monthly reporting packs for senior leadership, highlighting key insights and recommended actions.
- Support annual budgeting, target-setting, and strategic planning cycles.
- Lead pipeline and forecast accuracy analysis to strengthen commercial decision-making and improve performance visibility.
- Business Partnering & Stakeholder Management
- Act as a trusted advisor to the BD Excellence Director and sales leadership team.
- Challenge assumptions constructively and support data-driven decision-making.
- Collaborate with Finance, Operations, and Marketing to ensure cross-functional alignment.
- Present insights and recommendations to senior stakeholders in a clear and compelling way.
- Sales Operations, CRM & Process Improvement
- Oversee sales processes, CRM discipline, and data quality to ensure accurate reporting and pipeline visibility.
- Drive continuous improvement across sales operations, forecasting, and performance management.
- Develop dashboards, KPIs, and tools that enhance sales productivity and transparency.
- Take accountability for CRM strategy, data governance, and business development analytics.
- Act as the CRM subject matter expert, working jointly with IT to configure and maintain the platform, manage user access and workflows, define data-entry standards, and regularly audit data accuracy.
- Provide training and day-to-day support to CRM users.
- Hands-on experience administering a major CRM platform.
- Experience with dashboard building and reporting tools.
- Strong sales analytics and forecasting capabilities.
- Advanced analytical skills with proficiency in Excel, CRM systems, and reporting tools such as Power BI.
- Experience in forecasting, pricing, margin analysis, and commercial modelling.
- Ability to interpret complex data and communicate insights clearly to non-financial stakeholders.
- High attention to detail with a disciplined and structured approach to governance.
- Desirable
- Experience in B2B sales environments such as logistics, manufacturing, technology, or professional services.
As part of our drive to make Culina Group a great place to work. We are proud to be an inclusive and diverse organisation where we are committed to employee development and recognising success for hard working performers.
Our dedicated learning and development programmes are open to every employee to give you the opportunity to shape your own future within logistics and continue to work in an environment where team culture thrives.
Our People are the driving force behind our success, which is why we offer a wide range of benefits which include:
- Annual Leave - Competitive holiday entitlement of 25 days plus 8 bank holidays
- Life Assurance - x 4 your annual salary
- Wellness - Via our Employee Assistance Programme we offer immediate access to a confidential telephone counselling and legal information service that operates 24 hours a days, 365 days a year
- Eye Care Vouchers - We can provide you with substantial savings with free eye tests and discounts on prescription glasses
- Reward & Recognition - We recognise that employees have gone the extra mile via Employee of the month and year, special recognition and long service awards.
- Everyday discounts - Via our benefit platform you will have access to over 50 retailer discounts for everyday savings!
If you meet the requirements for the above role and are looking for your next career opportunity please apply now and become a part of our #WinningTeam!
