---
title: 'Business Development Representative at Sona'
canonical: 'https://feeny.ai/job/business-development-representative-sona-london-h6n849tkpthk'
type: 'job'
last_seen: '2026-09-05'
---

# Business Development Representative at Sona

- **Company:** Sona
- **Location:** London, United Kingdom
- **Compensation:** £35k–£47k
- **Employment:** full-time
- **Work type:** hybrid
- **Posted:** 2026-08-12
- **Last confirmed live:** 2026-09-05
- **Apply:** https://jobs.ashbyhq.com/sona/8ed590ab-ec44-4529-92e8-44f40c918fcf

## Job description

3 billion people across the world work in frontline jobs. Yet, despite rising costs and staff shortages, frontline organisations are still left to choose between paper, Excel, and WhatsApp, or decade-old workforce management solutions to take care of the most important part of their businesses - their people.

Enter Sona: the next generation of AI-native, frontline workforce management. We’ve built an end-to-end platform covering Scheduling, HR, Payroll, and Communications that gives the largest frontline organisations everything they need to staff more intelligently and empower their teams.

In 5 years, we’ve already made a deep impact on the lives of over 100k frontline workers and the operation of their organisations, grown the team to 150+, and secured over $100M in funding from notable VC’s, including our Series B led by N47 alongside Felicis, Northzone, and Gradient Ventures (Google).

It’s a hugely exciting time to be joining the team as we’re still small enough that you’ll have a significant impact on the company’s growth trajectory and culture, yet large enough to have a great structure, experienced leaders and world-class benefits in place.

## About the Role

Are you ready to kickstart your career in sales and make a real impact in the world of tech? Joining Sona as a Business Development Representative means being part of an early-stage, high performing team in a business solving a real problem with a must-have product and a huge growth ceiling.

This role offers dedicated mentorship from top-performing AEs and a clear growth path, perfect for someone who thrives on ownership and building best practices from the ground up in an innovate and high-growth business.

## Responsibilities

- Identify and engage with prospects in the Social Care or Hospitality vertical.
- Partner with our marketing and sales teams to create compelling outreach strategies.
- Making outbound calls to strategic contacts (Directors / C-Suite).
- Running discovery calls.
- Experiment to determine the right messaging and content for prospective customers across all funnel stages.
- Arrange meetings with customers and Account Executives.
- Collaborate closely with seasoned professionals who are invested in your growth and success.
- Be the face of Sona. Attend relevant events and trade shows to meet current and future customers in-person.

This is not just another BDR role; it’s a chance to be part of something meaningful, with a team that values your potential and is ready to support your career development every step of the way.

## Requirements

- You have at least 6-12 months of experience in a sales development role at a tech or software company.
- You have ambition, resilience, and a genuine passion for career growth.
- You have a curiosity to learn and adapt in a dynamic, fast-paced environment.
- You're comfortable picking up the phone to senior people (C-Suite, Directors etc).
- You're obsessed with finding new ways of delivering business growth; you're motivated by hitting targets and capable of self-directing.
- You're interested in sales psychology and communication. You're always testing and trying new things to figure out what messaging converts a prospect into a meeting

## Benefits

- Salary: £40k - £47k + 50% OTE bonus
- Hybrid - Monday, Wednesday & Thursday in the London office  (Soho)
- 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
- Annual all expenses paid team retreats
- The latest Macbook and equipment budget for your home office
- Professional development budget
- Unlimited free books

## 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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