Head of Sales - Baltics

Head of Sales Baltics

About Brink’s

The Brink’s Company (NYSE:BCO) is a leading global provider of cash and valuables management, digital retail solutions, and ATM managed services. Our customers include financial institutions, retailers, government agencies, mints, jewelers, and other commercial operations. Our network of operations in 51 countries serves customers in more than 100 countries.

We believe in building partnerships that secure commerce, and doing so requires fostering an engaged culture that values people with different backgrounds, ideas, and perspectives. We build a sense of belonging, so all employees feel respected, safe, and valued, and we provide equal opportunity to participate and grow.

Role Summary

The Head of Sales Baltics is responsible for driving profitable and sustainable revenue growth across Brink’s Baltics (Latvia, Lithuania, Estonia) by leading all commercial activities, including sales, key account management, pricing, pipeline development, and customer strategy and customer service.

This role plays a critical part in strong local execution, strengthening customer partnerships, and expanding Brink’s presence across strategic segments of Digital Retail Solutions and ATM Management Services.

Operating within a matrix organization, the role works closely with Operations, Finance, HR and Global Product teams to ensure commercial success aligned with operational excellence.

Key responsibilities

Strategic Initiatives

• Translate Brink’s global and regional commercial strategy into actionable growth plans for the Baltics market.
• Drive the expansion of Digital Retail solutions through close collaboration with global product teams.
• Identify and pursue new business opportunities across existing and new customer segments.
• Lead market analysis to understand customer needs, competitive dynamics, and industry trends.

Commercial & Revenue Growth

• Own and drive the overall sales pipeline, ensuring strong deal quality, forecasting accuracy, and conversion rates.
• Lead contract negotiations, pricing strategies, and bid processes in line with company governance.
• Ensure disciplined commercial execution aligned with profitability, risk management, and credit policies.
• Drive customer retention and expansion by strengthening long-term partnerships and value propositions.

Collaboration & Stakeholder Engagement

• Partner closely with Operations to ensure commercially sound solutions that are operationally feasible and customer-focused.
• Work with Finance on budgeting, revenue forecasts, and commercial performance tracking.
• Collaborate with Europe Commercial and Marketing teams to align messaging, campaigns, and solution positioning.
• Represent Brink’s Baltics with key external stakeholders, partners, and customers.

Performance Metrics & Accountability

• Deliver annual and long-term commercial targets, including revenue growth, margin improvement, and pipeline health.
• Ensure accurate forecasting, reporting, and CRM discipline.
• Drive accountability for commercial KPIs across the sales and account management teams.
• Monitor contract performance and take corrective action where required.

People Leadership & Culture

• Lead, develop and mentor a high-performing commercial team.
• Build a performance-driven, customer-centric, and values-led sales culture.
• Ensure strong talent development, succession planning, and engagement within the commercial organization.

Continuous Improvement & Innovation

• Continuously identify opportunities to improve commercial processes, tools and ways of working.
• Champion the use of data, insights and technology to drive smarter commercial decisions.
• Support innovation in solutions, pricing models and go-to-market approaches.

Preferred Qualifications:

• Bachelor’s degree in Business, Sales, Marketing or a related field; Master’s degree preferred.

• Significant experience in commercial leadership roles, ideally within B2B, technology or similar environments. Experience leading international sales team – preferable.
• Proven track record of delivering profitable growth and leading complex sales cycles.
• Strong financial acumen, including pricing, margin management and forecasting.
• Experience operating in a multinational, matrix organization.
• Excellent stakeholder management, negotiation and influencing skills.
• Strategic thinker with the ability to translate objectives into actionable commercial plans.
• Strong commitment to diversity, equity and inclusion.

Additional Requirements:

• Willingness to travel domestically and internationally as required.
• Strong organizational skills with the ability to manage multiple priorities.
• Flexibility to work across different time zones when supporting regional or global initiatives.
• Results-driven, customer-focused and comfortable operating in a fast-paced environment.