Sales Director Salary UK
Last updated: July 2026 · Written by Shev Dilay, Live Digital · 11 min readSales Director Salary UK — 2026 Quick Reference
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- Base salary (typical): £70,000–£120,000
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- OTE (base + commission): £110,000–£200,000+
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- UK average base: ~£77,000 · average total pay: ~£125,000
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- Regional Sales Director: £100,000–£160,000 (top earners £300,000+)
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- Commercial Director: £90,000–£160,000
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- SaaS / enterprise tech: top of range, OTE frequently £180,000–£250,000+
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Average Sales Director Salary UK 2026
The average sales director base salary in the UK is around £77,000 (Indeed), but total pay including commission is considerably higher — Glassdoor reports an average of £126,000, with top earners (90th percentile) reaching £301,400. Randstad quotes a typical £75,000–£85,000 base rising to £135,000+ for experienced directors, and the ONS lists “marketing, sales and advertising directors” as one of the UK’s highest-paid occupations, with a median around £94,000. The reason for the spread is simple: a sales director’s pay is split between base salary and commission/bonus, so you can’t judge the role on base alone. The next section breaks that down.Base Salary vs OTE (On-Target Earnings)
Sales roles are paid on OTE — on-target earnings — which combines base salary with the commission or bonus earned when targets are hit. For sales directors, the split is typically 60–70% base and 30–40% variable, though this varies by company. A director on a £90,000 base might have an OTE of £150,000, meaning they earn the full amount if the team hits its number, more if it’s exceeded, and closer to base if it isn’t.| Level | Base salary | OTE (base + commission) |
|---|---|---|
| Sales Director (SME / mid-market) | £70,000–£95,000 | £110,000–£150,000 |
| Sales Director (enterprise / SaaS) | £90,000–£120,000 | £160,000–£250,000+ |
| Regional / Divisional Sales Director | £100,000–£140,000 | £150,000–£300,000+ |
Sales Director Salary Per Month
On a typical £90,000 base, a sales director earns roughly £7,500 per month gross in base pay, with commission usually paid quarterly or annually on top. On a £150,000 OTE, average monthly earnings across the year work out around £12,500 gross when targets are met.Types of Sales Director
Sales Director
Owns the sales function and revenue target for a business or business unit. Base £70,000–£120,000, OTE £110,000–£200,000+ depending on company size and sector.Regional / Area Sales Director
Runs sales for a geographic region or division, often in larger organisations. Glassdoor’s average for regional sales directors is £157,000, with top earners reaching £384,000 — reflecting large teams and territory revenue responsibility.Commercial Director
A broader remit spanning sales, marketing and commercial strategy. UK commercial directors typically earn £90,000–£160,000 total, overlapping the sales director range but with wider P&L accountability.Sales Director Salary by Sector
Sector has a major impact, driven by deal size and margin. SaaS and enterprise technology pay the most — large, high-value deals mean bigger commission pools — while smaller-ticket and not-for-profit sectors pay less.| Sector | Base | OTE |
|---|---|---|
| SaaS / enterprise tech | £90,000–£130,000 | £160,000–£260,000+ |
| Fintech / financial services | £85,000–£120,000 | £150,000–£230,000 |
| B2B services / manufacturing | £70,000–£100,000 | £110,000–£170,000 |
| SME / smaller firms | £60,000–£85,000 | £90,000–£140,000 |
London vs the Rest of the UK
London and the South East pay the highest sales director packages, reflecting the concentration of enterprise tech, SaaS and financial-services headquarters. London OTEs commonly run 15–25% above regional equivalents, though strong regional sales directors in Manchester, Birmingham and the Thames Valley tech corridor can match London pay at the top end.What Factors Affect Sales Director Salary?
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- Base vs OTE split. Commission can double base pay when targets are hit — always assess total OTE, not just base.
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- Sector and deal size. SaaS and enterprise tech pay most; larger deals mean bigger commission.
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- Company size and scope. Regional and divisional directors managing large teams earn the most.
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- Track record. A proven record of hitting or exceeding quota is the biggest lever on an individual’s package.
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- Location. London and the South East pay 15–25% above regional roles.