Simon Frost

Dynamic and data-driven B2B Sales Director with 30 years of experience selling technology solutions (data / Daas, software SaaS, telecoms). Experienced in recruiting sales teams and scaling revenue nationally and internationally. Leadership of direct sales teams and in building indirect sales channels (inside sales & field sales) across the UK and EMEA.

Skilled at communicating the value of technology solutions to traditional SMB customers and corporate clients alike. Most recently I expanded new business from £100k to £1.65m p.a. of recurring revenue for a SaaS company. Skilled in account management – at Autodata I was responsible for £2m of new business p.a. & >£15m in recurring revenue and achieved a 90%+ annual renewal rate.

Recently closed a brief employment gap by pursuing advanced Data Analytics and Business Intelligence qualifications (SQL, Python, Tableau, Power BI), bringing a modern & strategic approach to working with data including territory optimization, pipeline creation, revenue forecasting and planning for revenue growth.

Advanced Data Analytics & Business Intelligence - Independent Study / British Computing Society / CompTIA - Remote, UK

(2025-12 - 2026-06)

6 month intensive study period following corporate restructuring at ALLDATA to master modern data analytics and business intelligence tools.

• Technical Skills Acquired: Python for Data Analysis, SQL, Tableau 2025.3, Power BI v.2.0, Advanced Excel.
• Certifications: British Computing Society Business Analysis v.4.1 (2026); Business Analytics; SPIN sales; Prince 2 (Foundation & Practioner);
• Application: Built proficiency in working with large datasets, data analysis, data processing, data cleaning & graphical representation of data.

Sales Director (UK & Ireland) - ALLDATA Europe Ltd - Remote, UK

(2022-11 - 2025-10)

Responsible for rapid growth in the UK & Ireland automotive aftermarket.

• Expanded new business sales from £100k to £1.65m annually within 2.5 years by selling technical data to independent business owners and via resellers with a subscription model.
• Hired, trained, and retained a high-performing team of 10 field and inside sales representatives, increasing individual quotas by 70% while maintaining 100% staff retention through major organizational changes and exceptional growth.
• Elevated annual renewal rates to 89% by redesigning client onboarding and product training. Changed the industry's perception to the ALLDATA product.
• Pioneered UK & Ireland sales channel, securing distribution agreements with industry leaders including Euro Car Parts (ECP) and Alliance Automotive Group (AAG).
• Partnered with Marketing to rewrite localized website and brochure copy, optimizing messaging for the UK/Irish market.

EMEA Channel Sales Director - Solera Autodata Ltd - Leeds, UK

(2015-02 - 2022-11)

Led pan-European channel sales for a £60m-turnover business.

• Led pan-European channel sales for a £60m-turnover business, managing 60 resellers across 25 countries with a remote team of 6 Account Managers.
• Consistently generated over £2m in new business sales annually while safeguarding >£15m in annual recurring revenue with a renewal rate exceeding 90%.
• Travelled extensively across Europe to recruit, evaluate, and develop reseller networks. Sales Enablement and onboarding for new partners as well as terminating under-performing resellers.
• Responsible for driving >30% of Autodata's annual European revenue.

Project Manager - Dimension Data Europe Ltd - Fleet, UK

(2009-10 - 2015-02)

• Delivered complex enterprise IT projects (Cisco Telephony, Data Centre Refresh, MS Exchange) for large-scale clients.
• Operated within a pan-European team executing a 36-month EMEA rollout of SAP

Channel Sales Manager - Cognito Ltd & Communicator Corporation Ltd - Newbury / London, UK

(2001-10 - 2009-09)

• Communicator (2008–2009): Built a lucrative channel programme for Challenger email marketing SaaS. Created sales channel via advertising / marketing agencies.
• Cognito (2001–2008): Created partner programme for a £10m mobile communications and field service software provider. Secured partnerships with O2, Vodafone, Microsoft, Oracle as well as with software companies focused on field service management. This programme generated >50% of new business leads within 18 months for Cognito's direct sales team.

DACH Business Development Manager - Requisite Technology

Early career role at Requisite Technology (SAP procurement software)

European Sales Executive - Bio-Rad Ltd

Sales & Marketing Executive - Pilkington Glass Ltd

B.A. (Hons) - Business Studies & German - Birmingham City University

Diploma in Marketing - Marketing - Chartered Institute of Marketing (1995)