UK

United Kingdom · Sales · Director/VP (16-20 years)

Director of Sales, Insurance

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandDirector/VP (16-20 years)
  • Reports toChief Sales Officer
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as VP of Sales, Insurance · Head of Distribution (Insurance) · Regional Sales Director, Insurance

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

City & Guilds Level 3 Certificate In Providing Financial Services City & Guilds Limited · Level 3 · covers 5 of 10 standards
City & Guilds Level 2 Certificate In Providing Financial Services City & Guilds Limited · Level 2 · covers 2 of 10 standards
City & Guilds Level 3 Award in Providing Financial Services City & Guilds Limited · Level 3 · covers 2 of 10 standards
Highfield Level 3 Certificate in Providing Financial Services (RQF) Highfield Qualifications · Level 3 · covers 1 of 10 standards
City & Guilds Level 2 Award in Providing Financial Services City & Guilds Limited · Level 2 · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Monitoring own performance in placing risks or handling claims against key performance indicators City & Guilds Level 3 Certificate In Providing Financial Services
Contributing to the delivery and achievement of team and business objectives in a financial services environment City & Guilds Level 2 Certificate In Providing Financial Services
Processing complex insurance business as an intermediary City & Guilds Level 3 Award in Providing Financial Services
Evaluating insurance products and services Highfield Level 3 Certificate in Providing Financial Services (RQF)
Evaluating insurance products and services City & Guilds Level 2 Award in Providing Financial Services

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
Automation Fluency building AI into how work runs
Foresight Fluency seeing round the corner
Change Fluency taking people through change
Your Plan Illustration

Built for Director of Sales, Insurance

5 units that map to this job, from the qualifications that cover it.

  1. Monitoring own performance in placing risks or handling claims against key performance indicators City & Guilds Limited · covers 5 of 10 standards Level 3
  2. Contributing to the delivery and achievement of team and business objectives in a financial services environment City & Guilds Limited · covers 2 of 10 standards Level 2
  3. Processing complex insurance business as an intermediary City & Guilds Limited · covers 2 of 10 standards Level 3
  4. Evaluating insurance products and services Highfield Qualifications · covers 1 of 10 standards Level 3
  5. Evaluating insurance products and services City & Guilds Limited · covers 1 of 10 standards Level 2
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Director of Sales, Insurance?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-Powered Sales Strategy & Enablement
  • Ecosystem & Partnership Development
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Director of Sales, Insurance plan as you set up, starting with the free Automation Fluency module. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

A Director of Sales in insurance leads the sales strategy for a business unit, setting direction and driving revenue through a leadership team. The role means balancing long term strategy with the day to day work of closing complex deals and building lasting client relationships.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Salesforce Financial Services Cloud / Applied Epic Strategic Command

Defining data governance rules, evaluating CRM integrations with other enterprise systems (e.g., marketing automation, finance), architecting and optimising sales processes within the platform for the entire business unit.

EZLynx / Applied Rater Strategic Oversight

Managing carrier integrations, analysing quoting data to identify market trends and carrier competitiveness, and informing product strategy based on market demand and pricing.

Outreach.io / SalesLoft Platform Administrator

Managing team-wide settings, ensuring compliance with communication regulations, integrating with CRM for full-funnel analytics, and defining best practices for sales engagement across the organisation.

DocuSign / HelloSign Enterprise Management

Managing enterprise licenses, defining security protocols for electronic signatures, and ensuring all document templates meet legal and compliance standards across the organisation.

Tableau / Power BI / Anaplan Advanced Proficiency

Building new executive dashboards for board review, modelling complex sales forecasts in Anaplan, and presenting data-driven strategic recommendations to leadership based on deep analytical insights.

MS Teams / Slack Governs Usage

Setting channel strategy for the business unit, defining communication etiquette, and leveraging the platform for leadership announcements and strategic alignment across multiple teams.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Strategic Direction for Business Unit No involvement, executes defined tasks. Proposes minor tactical adjustments within existing strategy. Designs and recommends workstream-level strategies, consults on business unit strategy.
Budget Allocation (within business unit) No budget authority. Manages small project budgets (e.g., £1K-£5K) with manager approval. Allocates resources for specific workstreams (e.g., £5K-£50K) with Director input.
Hiring & Firing (Managerial Level) No hiring authority. Provides input on junior hires. Interviews and provides strong recommendations for L1/L2 roles.
New Market/Product Expansion Executes tasks related to existing products/markets. Identifies potential cross-sell opportunities within existing client base. Researches and proposes niche market opportunities or product enhancements.
Carrier Relationship Management No direct carrier contact. Interacts with carrier reps for specific client quotes. Manages relationships with a few key carriers for specific product lines.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Business Unit Quota Attainment
The percentage of the overall revenue target achieved by your entire business unit or region.
Target · 105% of a £10M+ annual target

If your business unit's annual target is £12M, achieving £12.6M means you're at 105%.

Cost of Sales Acquisition (CoSA) Reduction
Optimising the spend required to acquire new business, focusing on efficiency across marketing, technology, and sales resources.
Target · Reduce by 10% year-on-year

If last year's CoSA was £1.2M for £10M revenue, this year you'd aim for £1.08M for the same revenue, or better.

Market Share Growth in Key Verticals
Increasing our percentage of the total available market within specific, strategically important industry sectors.
Target · Increase by 2% in a key vertical (e.g., FinTech, Construction)

If we currently hold 8% of the FinTech insurance market, your goal would be to reach 10% by year-end.

Strategic Carrier Relationship Health
The strength and growth of our partnerships with key insurance carriers, measured by premium volume and new product access.
Target · 20% premium volume growth with top 3 strategic carriers

Growing our premium placement with Aviva, AXA, and Zurich by 20% compared to the previous year, securing better commission terms.

Sales Talent Retention Rate
Keeping our best sales managers and top-performing consultants within your business unit.
Target · <15% voluntary turnover for sales managers and senior producers

If you have 8 sales managers, losing only one (or none) in a year would meet this target, indicating a healthy team culture.

Strategic Vision Implementation
How effectively your defined sales strategies are communicated, adopted, and executed by your teams, leading to measurable improvements.
  • Regular updates to the Chief Sales Officer on strategic progress
  • positive feedback from Sales Managers on clarity of direction
  • visible adoption of new processes or initiatives across the business unit
  • successful launch of new products or market segments.
Organisational Development & Talent Pipeline
Your ability to identify, mentor, and promote future sales leaders, ensuring a strong succession plan and a high-performing culture.
  • Identified and mentored at least two high-potential Sales Managers for future leadership roles
  • successful internal promotions from within your business unit
  • positive feedback in 360-degree reviews from direct reports on coaching and development
  • a clear, documented talent development plan for your teams.
External Representation & Brand Building
Your effectiveness in representing the company at industry events, with key clients, and with strategic partners, enhancing our market reputation.
  • Invited to speak at major industry conferences
  • positive feedback from key carrier partners and major clients
  • active participation in industry associations
  • increased inbound interest from top-tier talent due to our market presence.
Risk Management & Compliance Culture
Ensuring that all sales activities within your business unit adhere strictly to regulatory requirements and internal risk policies, fostering a culture of integrity.
  • Zero critical compliance breaches reported within your business unit
  • successful internal and external audits
  • proactive implementation of new regulatory guidelines
  • positive feedback from Legal and Compliance teams on your proactive approach to risk.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Driving Business Transformation

You'll spend time analysing market data, identifying new growth opportunities, and then building the strategies and teams to go after them. This means less 'selling' and more 'shaping the future of sales' for the company.

Leading the charge to expand into a new geographic market or launching an entirely new digital distribution channel, seeing your strategic plan come to fruition and deliver millions in new revenue.

P&L Ownership and Impact

You'll be accountable for a significant revenue number and the associated costs. This means making tough decisions about resource allocation, investment in new tech, and optimising operational efficiency to maximise profitability.

Successfully growing your business unit's revenue from £10M to £15M while simultaneously improving the profit margin by 2%, demonstrating clear financial leadership and impact.

Building High-Performing Sales Organisations

A lot of your time will go into coaching, mentoring, and developing your Sales Managers. You'll be building the next generation of sales leaders, fostering a culture of excellence, and ensuring we attract and retain top talent.

Identifying a high-potential Sales Manager, providing them with the resources and mentorship to excel, and then seeing them successfully promoted to a broader leadership role within the company.

What frustrates people
  • Organisational bureaucracy and slow decision-making that hinders strategic execution.
  • The constant pressure to hit aggressive, often increasing, revenue targets while managing costs.
  • Internal resistance to change, especially when introducing new sales processes or technologies.
  • The challenge of balancing the needs of a large sales team with the demands of executive leadership and external partners.
  • Having to deliver difficult news to managers or teams when targets aren't met or strategies need to shift.
What this role does not give you
  • The day-to-day thrill of closing individual deals and earning direct commission.
  • A purely operational role with minimal strategic ambiguity.
  • Complete autonomy without significant internal and external stakeholder management.
  • A quiet, solitary work environment; expect constant interaction and collaboration.

8Who you work with

This role directly shapes the sales performance, market position, and overall profitability of a significant business unit. You'll be driving multi-year growth strategies, influencing product development, and building the sales talent pipeline that will secure our future. Your decisions will have a direct impact on our reputation with carriers and clients, and ultimately, our shareholder value.

Inside the business
  • Chief Sales Officer (CSO)
  • Chief Underwriting Officer (CUO)
  • Chief Marketing Officer (CMO)
  • Head of Product Development
  • Finance Director
  • HR Director
  • Legal & Compliance
Outside the business
  • Key Insurance Carrier Executives
  • Major Corporate Clients (C-Suite level)
  • Industry Bodies (e.g., BIBA, ABI)
  • Strategic Partners (e.g., technology vendors, M&A targets)
  • Investors (via Board presentations)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of 15+ years in insurance sales, with at least 5-7 years in a senior leadership role managing other sales managers.
  • Demonstrable experience owning and exceeding multi-million pound P&L targets for a significant business unit or region.
  • Extensive experience in strategic planning, market analysis, and developing successful go-to-market strategies.
  • A strong network of relationships with key insurance carrier executives and major corporate clients.
  • Expert-level understanding of the UK insurance market, regulatory landscape, and competitive environment.
  • Demonstrated ability to attract, develop, and retain top sales talent and build high-performing teams.
  • ACII (Associate of the Chartered Insurance Institute) or FCII (Fellow of the Chartered Insurance Institute) qualification, or equivalent deep industry expertise.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced CRM & Sales Tech Architecture

As sales organisations grow, the complexity of CRM and sales tech stacks increases. Directors will need a deeper understanding of how these systems integrate, scale, and provide actionable intelligence across multiple teams, influencing strategic investments and vendor selection.

CRM Ecosystem Integration · Data Governance & Quality · Sales Enablement Platform Strategy · Vendor Evaluation & ROI Analysis

  • This month: Review our current CRM integration map and identify 2-3 areas for improvement or new integrations.
  • Next quarter: Lead a review of our sales enablement tech stack, identifying gaps or redundancies.
  • Month 4-6: Work with IT and Sales Ops to define a 3-year roadmap for our sales technology investments.
  • Month 7-9: Participate in a vendor selection process for a new piece of sales tech, focusing on strategic fit and scalability.

Quick win: Spend a few hours with our Salesforce administrator or Sales Operations lead to understand the current system architecture and common user pain points. Ask 'why' we do things a certain way.

Digital Distribution & Customer Journey Optimisation

Clients expect seamless digital experiences. Directors will need to lead the charge in optimising our digital sales channels, from online quoting to self-service portals, ensuring a cohesive and effective customer journey across all touchpoints.

Customer Journey Mapping (Digital) · Conversion Rate Optimisation (CRO) · Personalisation at Scale · Omnichannel Sales Strategy

  • This month: Review our current digital sales funnel and identify 3-5 areas where clients typically drop off.
  • Next quarter: Collaborate with Marketing and Product to launch an A/B test on a key digital touchpoint (e.g., online quote form).
  • Month 4-6: Develop a strategy for integrating new digital tools (e.g., chatbots, virtual assistants) into our sales process.
  • Month 7-9: Present a proposal for a major investment in digital sales infrastructure, outlining expected ROI and customer impact.

Quick win: Spend a day going through our online quoting process as if you were a new customer. What's easy? What's frustrating? Then, do the same for a few competitors.

11Staying current once you are in

What people here do to keep up
  • Regularly attending C-suite level industry conferences and executive leadership programmes to stay abreast of market trends and build your professional network.
  • Engaging in continuous professional development (CPD) through the CII or other relevant bodies to maintain and enhance your insurance knowledge.
  • Seeking out opportunities to mentor emerging leaders within the organisation, sharing your experience and shaping future talent.
  • Actively participating in industry associations or advisory boards to contribute to the broader insurance sector and enhance our company's profile.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Powered Sales Strategy & Enablement

AI is rapidly transforming how sales organisations operate, from predictive analytics for lead scoring to hyper-personalisation at scale. Directors who can strategically integrate AI into their sales processes will gain a significant competitive edge, driving efficiency and effectiveness across their teams.

  • Predictive Analytics for Sales Forecasting
  • AI-Driven Market Segmentation
  • Generative AI for Content & Communication
  • AI for Sales Coaching & Performance Insights

Ecosystem & Partnership Development

The insurance landscape is becoming increasingly interconnected. Future growth won't just come from direct sales, but from building strategic alliances with insurtechs, fintechs, embedded finance platforms, and other non-traditional partners. Directors need to be adept at identifying, negotiating, and managing these complex ecosystems.

  • Embedded Insurance Models
  • Strategic Alliance Management
  • API Economy in Insurance
  • Joint Venture & Co-Creation Models

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Strategic Needs-Based & Consultative Selling
  • Advanced Pipeline & Revenue Operations Management
  • Underwriting Appetite & Market Positioning
  • Enterprise Risk Mitigation Strategy
  • High-Stakes Objection Handling & Strategic Closing
  • Optimisation of Book of Business & Portfolio Growth

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior Sales Manager (Large Team/Region)

    3-5 years in role

    Skills to master

    • Mastering P&L management for a smaller unit, developing multiple sales managers, driving regional market share, and building strong internal stakeholder relationships.

    You're ready to move on when

    • Consistently exceeding regional or large team sales targets (110%+).
    • Successful development and promotion of at least 2-3 sales consultants into managerial roles.
    • Demonstrable ability to lead and motivate a team of 10-20+ individuals.
    • Strong relationships with key carriers and major clients in your region.
  2. 2

    Head of Sales for a Niche/Specialist Insurance Brokerage

    4-6 years in role

    Skills to master

    • Deep expertise in a specific insurance vertical, building a sales strategy from the ground up, managing a full sales P&L, and navigating a competitive niche market.

    You're ready to move on when

    • Successfully grew revenue and market share for a specialist brokerage.
    • Developed and executed a clear, differentiated sales strategy for a niche market.
    • Proven ability to manage all aspects of a sales function, from prospecting to client retention.
    • Strong network within the specialist insurance community.
  3. 3

    Consulting Leader (Insurance/Financial Services Focus)

    5-7 years in senior consulting

    Skills to master

    • Strategic advisory for insurance clients, large-scale project management, driving change management, and developing deep market insights across various organisations.

    You're ready to move on when

    • Led multiple successful transformation projects for insurance clients.
    • Demonstrated ability to influence C-suite executives with data-driven recommendations.
    • Strong understanding of sales operations, technology, and market dynamics in insurance.
    • Proven track record of building and leading consulting teams.

15Where this role leads

The long view: This role marks a shift from managing teams to shaping the direction of a business unit. It can lead to chief executive of an insurance brokerage, a board or non-executive director role, or founding an insurtech venture.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Director of Sales, Insurance is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Vice President (VP) of Sales / Chief Sales Officer (CSO)
  • Chief Commercial Officer (CCO) / Managing Director (Business Unit)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Monitoring own performance in placing risks or handling claims against key performance indicators, worked against Director of Sales, Insurance.

Monitoring own performance in placing risks or handling claims against key performance indicators Level 3

Applied to your work in Director of Sales, Insurance

The objective of this unit is to enable learners to monitor and manage their own performance in placing risks or handling claims against key performance indicators. Learners will be able to analyse their performance, communicate effectively with others, maintain relationships with colleagues and clients, and comply with internal policies and external requirements.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration
Director of Sales, Insurance
  • Strategic Needs-Based & Consultative Selling
  • Advanced Pipeline & Revenue Operations Management
  • Underwriting Appetite & Market Positioning
  • Enterprise Risk Mitigation Strategy
  • High-Stakes Objection Handling & Strategic Closing
  • Optimisation of Book of Business & Portfolio Growth
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Director of Sales, Insurance is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Vice President (VP) of Sales / Chief Sales Officer (CSO)

    3-5 years

    Enterprise-wide strategic leadership, Board-level accountability, multi-year vision for the entire sales function.

    • Defining company-wide sales methodologies and playbooks.
    • Architecting global sales technology infrastructure.
    • Leading major carrier negotiations at an enterprise level.
    • Developing and managing a multi-country sales organisation.

  2. Chief Commercial Officer (CCO) / Managing Director (Business Unit)

    4-6 years

    Broader P&L responsibility beyond just sales, overseeing marketing, product, and potentially operations for a full business unit.

    • Leading cross-functional teams beyond sales (e.g., product, marketing, operations).
    • Developing integrated go-to-market strategies across all commercial functions.
    • Overseeing product roadmaps and market launch strategies.
    • Managing overall customer experience and retention across the business unit.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, as a Director, your time is gold. You should be thinking about market share, talent development, and our next big move, not sifting through reports or drafting repetitive communications. AI isn't going to replace your strategic brain, but it will certainly free it up.

Modern AI tools are here to take the grunt work out of your day, giving you back precious hours. Imagine less time compiling data for board reports and more time coaching your managers or forging new carrier alliances. Here’s how AI can actually help you lead more effectively and drive bigger results.

Strategic Reporting Automation

AI tools can pull data from Salesforce, our financial systems, and market intelligence platforms, then automatically generate executive dashboards and draft key sections of your board reports. It'll highlight trends, flag anomalies, and even suggest narratives, saving you countless hours of manual compilation and analysis.

Market Trend & Competitive Analysis

Feed an AI tool all the latest industry news, competitor announcements, and policy data. It'll sift through it all, identify emerging market trends, spot competitive threats, and even suggest new product opportunities or strategic pivots for your business unit. No more endless reading; just actionable insights.

Carrier Relationship Optimiser

AI can analyse our historical placement data, carrier commission structures, underwriting appetites, and even market sentiment. It'll then suggest optimal carrier partners for specific client segments or new product launches, helping you negotiate better terms and deepen strategic alliances.

Sales Manager Coaching AI

Imagine an AI that analyses your Sales Managers' team performance data—conversion rates, pipeline health, activity levels—and then provides tailored insights into potential performance gaps. It can even suggest specific coaching interventions or training modules, helping you scale your leadership impact without adding hours to your day.

Common questions

Common questions

How do you become a Director of Sales, Insurance?

Common routes in include Senior Sales Manager (Large Team/Region) (3-5 years in role), Head of Sales for a Niche/Specialist Insurance Brokerage (4-6 years in role) and Consulting Leader (Insurance/Financial Services Focus) (5-7 years in senior consulting). Times vary with prior experience.

Where can a Director of Sales, Insurance progress to?

This role can lead on to Vice President (VP) of Sales / Chief Sales Officer (CSO) (3-5 years) and Chief Commercial Officer (CCO) / Managing Director (Business Unit) (4-6 years), depending on the skills you build.

What new skills matter most for a Director of Sales, Insurance?

Increasingly, AI-Powered Sales Strategy & Enablement and Ecosystem & Partnership Development. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 7

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in sales

Stay in the field you know and move sideways rather than up.
If you leave this industry

Skills built as a Director of Sales in insurance transfer to sales leadership roles in other financial services sectors, such as wealth management or banking. They also apply to B2B companies selling complex solutions. Strategic thinking, P&L management and leadership carry across industries.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.