We are looking for an experienced and commercially driven Head of Sales – AV Lighting to lead the sales function for a growing professional AV and lighting business. This is a senior leadership position for someone who combines a strong understanding of the professional AV, lighting, and events market with proven sales leadership experience. You will be responsible for developing and executing the commercial strategy, growing key accounts, identifying new business opportunities, and leading a high-performing sales team.

The successful candidate will be comfortable operating at both a strategic and hands-on level, building relationships with customers, manufacturers, integrators, rental companies, production houses, and other key industry stakeholders.

Key Responsibilities

- Develop and execute the overall sales strategy for the AV lighting division.
- Lead, mentor, and develop the sales team to achieve revenue and margin targets.
- Identify and develop new business opportunities across the Netherlands and wider Benelux market.
- Build and maintain strong relationships with key customers, partners, manufacturers, and industry contacts.
- Manage and grow strategic and high-value customer accounts.
- Develop sales forecasts, budgets, pipelines, and performance reports.
- Monitor market trends, competitor activity, and emerging AV lighting technologies.
- Work closely with marketing, operations, project management, and technical teams to ensure a seamless customer journey.
- Lead commercial negotiations, tenders, and major proposals.
- Develop pricing and commercial strategies to maximise both revenue and profitability.
- Represent the business at industry events, exhibitions, and customer meetings.
- Identify opportunities to expand the company's product portfolio and market presence.
- Ensure sales processes, CRM activity, forecasting,



and reporting are maintained to a high standard.
- Take ownership of achieving agreed sales, margin, and business development objectives.

About You

We’re looking for a senior sales professional with:

- Proven experience in AV, professional lighting, entertainment technology, events, or a closely related industry.
- Previous experience leading a sales team or commercial function.
- A strong track record of achieving and exceeding sales targets.
- Established relationships within the AV, lighting, entertainment, production, or systems integration market.
- Strong commercial and negotiation skills.
- Excellent understanding of the professional AV and lighting landscape.
- The ability to develop long-term strategic customer relationships.
- Strong leadership, communication, and presentation skills.
- A proactive and entrepreneurial approach to business development.
- Excellent organisational skills and the ability to manage multiple priorities.
- Willingness to travel across the Netherlands and wider Benelux region.

Desirable Experience

Experience working with professional lighting manufacturers, AV distributors, systems integrators, rental and staging companies, or production businesses would be highly advantageous. Knowledge of lighting control, LED, intelligent lighting, architectural lighting, or professional entertainment lighting solutions would also be beneficial.

What’s on Offer

- Competitive senior-level salary and benefits package.
- Performance-related bonus or commission structure.
- The opportunity to shape and lead the commercial growth of an established AV lighting business.
- Strong access to leading technology and manufacturer partnerships.
- Significant autonomy and influence at senior management level.
- Career progression within a growing organisation.
- The opportunity to build and lead a high-performing sales function across the Benelux market.

📌 Head of Sales - Lighting (Castro)
🏢 AxiioTek
📍 Castro