---
title: 'BDR Manager at Sona'
canonical: 'https://feeny.ai/job/bdr-manager-sona-london-5k0zyq0gxssv'
type: 'job'
last_seen: '2026-11-07'
---

# BDR Manager at Sona

- **Company:** Sona
- **Location:** London, United Kingdom
- **Compensation:** £75k–£85k
- **Employment:** full-time
- **Work type:** onsite
- **Posted:** 2026-11-06
- **Last confirmed live:** 2026-11-07
- **Apply:** https://jobs.ashbyhq.com/Sona/83cb066f-4f52-4dce-ac3d-7c5f640ef3a2

## Job description

## About the Role

We're hiring a frontline Business Development Manager to lead our upmarket BDR team as Sona scales across Europe and North America. This is a hands-on player-coach role: you'll be in the call blocks, in the data, and in the room coaching reps in real time, setting the standard for what great outbound looks like. You'll own the day-to-day running of the team: the operating rhythm, the coaching, the pipeline reviews, and the playbook that turns a promising function into a genuine growth engine. You'll work closely with Sales, Marketing and Product to point pipeline generation at the right opportunities, and embed AI into how BDRs work. This isn't a role for someone who needs an established machine to step into. You'll be building and shaping as you go, and creating the pathways that help BDRs grow into their next roles.

## Responsibilities

- Lead, coach and develop a team of BDRs prospecting upmarket, through regular 1:1s, live call coaching, pipeline reviews and development plans
- Lead from the front: prospect alongside the team and model the call quality, messaging and standard you expect
- Build and run the team's operating rhythm: targets, KPIs, dashboards, cadences and reporting
- Own and evolve the BDR playbook, including upmarket outbound motions, multi-threading and account-based prospecting
- Hire, onboard and ramp new BDRs, and manage performance
- Build clear progression pathways for BDRs into their next roles
- Embed AI into the BDR workflow to sharpen targeting, outreach and team productivity
- Partner with Account Executives, Marketing and Product to align pipeline generation with business priorities

## Requirements

- You've coached BDRs day to day, and can point to reps you've developed and promoted
- You've managed BDRs prospecting into upmarket accounts
- You lead from the front: you're credible on the phone and in the data
- You've built a BDR team playbooks from the ground up, designing and implementing a operating model, and you can show it with specific examples
- You bring a B2B SaaS or high-growth scale up background, and you're comfortable with the pace, ambiguity and ownership that comes with it
- You're numbers-driven and run your team on data and metrics, not instinct
- You can foster an in office culture
- Bonus: experience in or selling into Hospitality, Care or Retail; hands-on experience using AI in an outbound workflow; familiarity with Lemlist, Clay or similar tools; or having built a BDR-to-AE progression pathway

## Benefits

- Salary: £75,000 - £85,000 + bonus (depending on experience) - to be confirmed
- Hybrid - minimum 3 days per week in the London office
- Share options
- 35 days annual leave (25 days standard plus 10 flexible public holiday days)
- Extra day of leave for every year of service
- Pension contributions matched up to 5%
- Comprehensive health insurance
- Enhanced parental leave & pay
- Co-working space stipend for those based outside London
- Bi-annual all expenses paid team retreats
- The latest Macbook and equipment budget for your home office
- Professional development budget
- Unlimited free books

Note: this represents a typical benefits package for a UK-based, full-time employee. Exact details may vary based on location and employment type but we try to be as fair as possible to all of our team members. Please ask your contact in the Talent team to clarify the available benefits for you.

## About Sona

## Company Overview
- **One-liner**: Sona is a next-generation, AI-powered workforce management platform built for large, complex frontline enterprises in hospitality, social care, retail, and logistics.
- **Entity Type**: Private (Series B, $45M raised April 2026)
- **Headquarters**: London, United Kingdom
- **Founded**: 2021
- **Founders**: Steffen Wulff Petersen (CEO), Oli Johnson (CFO), Ben Dixon (CTO)

## Core Business
- **Primary industry/industries**: Workforce Management (WFM) Software, Human Capital Management (HCM), AI for Frontline Operations
- **Target customers**: Large, multi-site frontline enterprises with 250+ employees in hospitality, social care, retail, and logistics (B2B, Enterprise).
- **Mission or purpose statement**: To future-proof frontline operators with intelligent AI, replacing outdated legacy systems and unifying scheduling, HR, payroll, and engagement.

## Products & Services
- **Sona Platform**: An end-to-end, AI-first workforce management platform that combines Scheduling, Time & Attendance, HR, Payroll, and Employee Engagement. It is designed for complex, multi-site operations with variable demand.
- **Raffy (AI Assistant)**: An AI-powered assistant that helps managers make better decisions by providing real-time actionable insights, demand forecasting, and automated scheduling recommendations.

## Market Standing
- **Valuation/Market Cap**: Not publicly disclosed.
- **Key Metric**: Total funding of **$115.5M**. Annual revenue is estimated at **$2.5M** (as of latest reports).
- **Notable Investors/Partners**: N47 (lead), Felicis, Northzone, Gradient Ventures (Google's AI Fund), Italian Founders Fund, Speedinvest. Senior Advisor: David Campbell (former Chairman/CEO of Wagamama, PizzaExpress, The Ivy Collection).
- **Growth Signals**: 
    - Headcount grew **46% YoY** to 133 employees.
    - Raised $45M Series B in April 2026.
    - Has acquired companies (Yapster, Employee Republic Limited) to expand capabilities.
    - Customers include major brands like Hawksmoor, Popeyes UK, Paul Bakery, Côte, Voyage Care, and others.
    - Claims customers typically reduce labour costs by at least 1% in the first month.

## Competitive Advantages
- **AI-first Architecture**: Unlike legacy platforms that retrofit AI, Sona was built from day one with AI at its core, enabling deeper integration and smarter automation.
- **Deep Industry Expertise**: The founders previously ran a frontline business with over 10,000 employees, giving them firsthand understanding of complex operational challenges.
- **End-to-End Platform**: Unifies Scheduling, HR, Payroll, and Engagement into a single system, reducing the need for multiple vendors.
- **Measurable Impact**: Proven ROI with customers seeing 1-2% labour cost reduction in the first month and 25%+ EBITDA improvement at enterprise scale.

## Strategic Focus
- **Current priorities**: Scaling the platform to become the category leader in AI-powered frontline workforce management. Deepening AI capabilities (demand forecasting, automated scheduling) and expanding into new verticals and geographies.
- **Direction for growth**: Continuing to win large enterprise customers, expanding the partner ecosystem, and leveraging AI to automate more operational decisions.

## Why Work Here
- **Culture**: Values include being "AI Everywhere" (AI-first in thinking and work), "Relentless" (full ownership of outcomes), "Curious" (deep knowledge of product and customers), and "Speed" (moving fast and acting with conviction).
- **Remote/Hybrid Policy**: Operates a **remote-first model** with offices in London, New York, Austin, and Lisbon. The company covers the cost of co-working spaces for those outside office locations. The team comes together twice a year for full-team retreats.
- **Notable Perks**:
    - **Professional Development**: Quarterly £200 budget for courses, conferences, books, and learning.
    - **Equipment**: £600 new starter budget for home office setup, plus a new MacBook. Supplementary £300 annual budget.
    - **Leave**: 25 days holiday + 10 flexible public holidays, with 1 extra day per year of tenure. Enhanced parental leave: 26 weeks full pay for primary parent, 8 weeks full pay for secondary parent.
    - **Health & Finance**: Comprehensive health insurance (Bupa in eligible countries), pension contribution (up to 5% match), and share options for all permanent employees.

## Sources
1. [getsona.com (Careers)](https://www.getsona.com/careers)
2. [linkedin.com (Sona)](https://uk.linkedin.com/company/getsona)
3. [sona.ai (About)](https://www.sona.ai/about)
4. [builtin.com (Sona)](https://builtin.com/company/sona-getsonacom)
5. [remotecorgi.co.uk (Sona)](https://www.remotecorgi.co.uk/companies/sona)

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