Sales Director

EDAN Instruments, Inc. is a professional high-tech company combining R&D, manufacture and distribution of advanced electronic medical equipment. The company has five product categories, namely Obstetrics & Gynecology Products, Patient Monitoring Products, Diagnostic Electrocardiographs, Ultrasonic Imaging Systems and In-vitro Diagnostic Products. EDAN, owning over 80 types of products, has become a leading medical equipment supplier, which maintains sustainable growth worldwide.

About the Role

Position Summary

The Sales Director is responsible for leading and managing all aspects of the UK business operations to achieve sustainable growth, operational excellence, regulatory compliance, and customer satisfaction. The role provides strategic leadership across commercial, marketing, service, regulatory affairs, quality, finance, HR, and operations while ensuring full compliance with UK healthcare regulations and company policies.

The Sales Director will develop and execute the UK business strategy, build high-performing teams, strengthen customer relationships, and drive profitable growth across the healthcare market including NHS and private healthcare sectors.

Key Responsibilities

Business Leadership

• Develop and execute the annual business strategy aligned with global and regional objectives.
• Deliver revenue growth, profitability, and market share targets.
• Identify new business opportunities and market expansion strategies.
• Monitor market trends, competitor activities, and healthcare policy changes.
• Lead business transformation initiatives and continuous improvement programs.

Commercial Management

• Lead Sales, Marketing, Clinical Applications, and Service teams.
• Drive commercial excellence and sales performance.
• Develop strategic relationships with key customers, distributors, and healthcare providers.
• Oversee pricing strategy, tender management, and contract negotiations.
• Support key account development across NHS Trusts, and private healthcare organizations.

Regulatory & Quality Compliance

• Ensure compliance with:
• MHRA regulations
• ISO 13485 Quality Management System
• Company Quality and Compliance Policies
• Maintain high standards of ethical business conduct.
• Ensure readiness for internal and external audits.
• Manage product safety and post-market surveillance activities.

Operational Excellence

• Oversee day-to-day business operations.
• Optimize business processes and resource allocation.
• Improve customer service performance and operational efficiency.
• Ensure effective supply chain coordination and inventory management.
• Drive operational KPIs and continuous improvement initiatives.
• Own full P&L responsibility for the UK business.
• Develop annual operating plans and budgets.
• Monitor financial performance and implement corrective actions where necessary.
• Manage forecasting, cash flow, and business investments.
• Ensure compliance with financial governance and internal controls.
• Build, develop, and retain high-performing teams.
• Foster a culture of collaboration, accountability, and innovation.
• Lead organizational development and succession planning.
• Conduct performance management and talent development.
• Promote diversity, inclusion, employee engagement, and wellbeing.
• Build strong relationships with:
• NHS customers
• Private hospitals
• Clinical leaders
• Procurement organizations
• Key Opinion Leaders (KOLs)
• Government and regulatory bodies
• Represent the company at industry conferences and professional events.
• Enhance company reputation and brand recognition within the UK healthcare market.
• Identify business risks and implement mitigation strategies.
• Ensure compliance with legal, regulatory, and corporate governance requirements.
• Lead business continuity and crisis management planning.

Key Performance Indicators (KPIs)

• Revenue growth
• EBITDA / Operating Profit
• Market share
• Gross Margin
• Customer Satisfaction (NPS)
• Employee Engagement
• Regulatory Compliance
• Service Response Time
• Tender Success Rate
• Inventory Management
• Forecast Accuracy

Qualifications

• Bachelor’s degree in Business, Engineering, Life Sciences, Healthcare, or related discipline.

Experience

• 10+ years of leadership experience within the Medical Device including Patient Monitoring, ECG, Ultrasound, CTG and IVD, Diagnostics.
• Strong commercial leadership experience.
• Experience working with the NHS and UK healthcare system.
• Experience leading cross-functional teams.
• Demonstrated success in business growth and organizational leadership.

Knowledge

• UK healthcare system and NHS procurement.
• UK Medical Device Regulations (UK MDR).
• MHRA requirements.
• ISO 13485.
• Healthcare reimbursement and tender processes.
• Commercial strategy and business development.
• Financial management and budgeting.
• Quality Management Systems.
• Risk management and corporate governance.

Travel Requirement

• Frequent travel within the United Kingdom.
• Occasional international travel within Europe and globally.

Success Profile

The successful candidate will demonstrate exceptional strategic leadership, strong commercial acumen, operational excellence, and the ability to lead a high-performing organization while ensuring regulatory compliance and delivering sustainable business growth in the UK medical device market.

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