Commercial Director, Europe

Role: Commercial Director, Europe Department: Sales Reports To: COO

About Us Headquartered in Berkeley, CA, Bellwether Coffee is working to positively transform the coffee industry by making coffee roasting more accessible and sustainable. Our revolutionary electric, ventless commercial coffee roaster does not require gas lines or expensive ventilation. It’s the most consistent and controllable roaster available, has the lowest carbon footprint of any commercial roaster ever made, and was designed by coffee people who want a better future. Our roasting platform allows Bellwether customers to easily and responsibly source green coffee from incredible coffee farms around the world, expertly roast using artisan-crafted roast profiles, and share fresh, delicious coffee!

About this Role The Commercial Director, Europe is responsible for the commercial performance of Bellwether’s European business. This role owns the European commercial forecast, revenue attainment, pipeline health, sales execution, channel development, enterprise partnerships, market expansion initiatives, and recurring coffee revenue growth. The Commercial Director leads the European sales organization and works cross-functionally with Marketing, Customer Success, Coffee Operations, and Corporate Leadership to achieve regional growth objectives. The role reports to the Chief Operating Officer and serves as the senior commercial leader for Europe.

Job Location Europe-based, preferably within a major commercial hub. Regular travel throughout Europe and some US required.

Primary Responsibilities

• Own European revenue performance across equipment sales and recurring coffee revenue, delivering against forecast and growth targets.
• Develop and execute regional go-to-market strategies, pricing programs, and market expansion initiatives.
• Lead, coach, and scale a high-performing European sales organization, driving accountability and execution excellence.
• Build and manage a healthy sales pipeline, ensuring forecast accuracy, CRM discipline, and predictable revenue outcomes.
• Lead strategic enterprise sales efforts, develop executive-level customer relationships, and expand key accounts.
• Develop and grow Bellwether's European channel network, including distributors, resellers, and strategic partners.
• Partner closely with Marketing to improve demand generation, lead conversion, and overall commercial effectiveness.
• Drive seamless customer transitions from sale through onboarding, adoption, and long-term success.
• Grow recurring coffee revenue by increasing customer adoption, retention, and ongoing coffee purchases.

Qualifications

• 7+ years of commercial leadership, sales leadership, or general management experience, with a track record of driving revenue growth.
• Experience leading sales teams and channel partner networks across multiple European markets.
• Demonstrated success in enterprise sales, strategic partnerships, pipeline development, and forecast management.
• Strong commercial acumen, analytical skills, and experience operating in high-growth environments.
• Exceptional leadership, communication, and relationship-building capabilities.

Preferred

• Experience in coffee, foodservice, hospitality, retail technology, equipment, or SaaS industries.
• Experience selling both capital equipment and recurring revenue solutions.
• Experience building reseller, distributor, or VAR partner ecosystems.
• Experience operating across DACH and broader European markets.
• Proficiency with CRM, forecasting, and sales analytics tools.

We are an Equal Opportunity Employer. We do not discriminate on the basis of race, color, religion, gender, sexual orientation, pregnancy, national origin, ancestry, age, marital status, physical or mental disability, genetic information, medical condition, veteran status, or any other class protected by local, state or federal law.