About this role.
This is a leadership role at Canonical, a prominent open source software company, responsible for directing regional SDR and BDR teams across AMER, EMEA, and APAC. The position focuses on managing inbound and outbound sales development, building a multi-million dollar pipeline, and acting as a sales academy leader to develop top sales talent. You will lead SDR managers, drive data-informed strategies, and collaborate cross-functionally with sales, marketing, and field engineering leaders. The role is remote-first, operating across global time zones with periodic in-person meetups. It requires a strong mix of strategic vision, mentorship, and hands-on sales development expertise.
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Core skills
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Cover letter sample
Dear Hiring Team,
I am excited to apply for the Regional SDR Director position at Canonical. With a strong background in leading sales development teams and a passion for open source technology, I have consistently driven multi-million dollar pipelines while developing emerging sales talent. My leadership style focuses on mentorship, data-driven decision making, and fostering a culture of high integrity and empathy.
In my previous roles, I successfully scaled SDR teams across multiple regions, implementing robust coaching frameworks and modern sales tech stacks to improve conversion rates. I thrive in remote-first environments and have experience aligning SDR efforts with marketing, field engineering, and sales VPs to achieve predictable pipeline forecasting.
I am particularly drawn to Canonical's mission and its sales academy approach, which mirrors my own commitment to continuous learning and team development. I am eager to bring my expertise in multi-regional strategy, talent pipeline management, and cross-functional collaboration to help Canonical expand its global SDR organization.
Thank you for considering my application. I look forward to the opportunity to contribute to your team.
Sincerely,
[Your Name]
Sample interview questions
I have led SDR managers in AMER, EMEA, and APAC by implementing standardized processes, regular one-on-ones, and clear KPIs. I use asynchronous communication tools like Slack and Loom to keep alignment, and I schedule team meetings at rotating times to accommodate all regions. I also promote a culture of transparency by sharing dashboards where every team can see performance metrics, which drives healthy competition and collaboration.
I would create a structured 12-month curriculum covering technical product knowledge, sales methodologies, and soft skills. Each SDR would have a tailored development plan with milestones, and I'd pair them with mentors from senior sales roles. I'd also implement a 'rotation' program where SDRs shadow field sales or alliances to build practical experience, and we'd celebrate internal promotions as a key success metric.
Key metrics include qualified opportunities created, conversion rates from lead to meeting, outbound activity levels (calls, emails, LinkedIn), response rates, and pipeline revenue influenced. I use CRM dashboards to analyze these metrics daily, identifying bottlenecks and coaching opportunities. For example, if outbound response rates are low, I would test new messaging or channels, and if conversion from meeting to qualified opportunity drops, I'd refine lead qualification criteria.
In a past role, I introduced a multi-channel outbound playbook that combined personalized video messages with intent-based data and LinkedIn engagement. This approach increased the outbound meeting booking rate by 45% within two quarters. I achieved this by analyzing buyer behavior, A/B testing different sequences, and collaborating with marketing to align on targeted account lists.
I address underperformance through a structured approach: first, I identify the root cause via data and conversations. Then, I create a personalized performance improvement plan with clear goals and weekly check-ins. I believe in coaching rather than punishing, so I provide additional training and resources. If performance does not improve despite support, I make tough decisions respectfully, always focusing on the individual's and team's growth.
Canonical is a leading provider of open source software and operating systems to the global enterprise and technology markets. Our platform, Ubuntu, is very widely used in breakthrough enterprise initiatives such as public cloud, data science, AI, engineering innovation, and IoT. Our customers include the world’s leading public cloud and silicon providers, and industry leaders in many sectors. The company is a pioneer of global distributed collaboration, with 1200+ colleagues in 75+ countries and very few office-based roles. Teams meet two to four times yearly in person, in interesting locations around the world, to align on strategy and execution.
The company is founder led, profitable and growing. We are expanding our sales and field engineering teams globally, including our sales development representative (SDR) teams. Our SDRs and BDRs are typically outstanding graduates from STEM fields who would like to join the software industry and are starting their sales career at Canonical.
We are hiring Regional SDR Directors to run our inbound and outbound teams across AMER, EMEA, and APAC.
Our goal is not only to manage inbound leads for a global tech company, but also to develop outstanding sales professionals with high integrity, high empathy and a rigorous work ethic. Our sales development organisation is therefore also a sales academy, and as such, we are looking for Regional SDR & BDR Directors who take a strong interest in the development of skills and the establishment of culture across AMER, EMEA, and APAC.
You will enjoy this role if you are organised, persistent, analytical, hard-working, and care to ensure that smart and ambitious people learn and develop the skills they need to represent you and the company in outstandingly well over the course of their career, both while they are on your team, and as they move onward to more senior sales and alliances positions. You should be determined to grow your own skills as well as those of your team, and enjoy learning about new technologies.
Canonical is fortunate to represent the vast wave of open source innovation, which means it has a large and rapidly growing range of solutions it can deliver to customers, and ample opportunity for all of us to learn about new kinds of tech, or specialise in fields we enjoy the most. You should also be open to innovation, and experiment with new outbound approaches to adapt to changes in the market. In this role your primary objective is to direct regional SDR & BDR managers and teams across AMER, EMEA, and APAC, and maintain a multi-million dollar pipeline.
We value
- Excellent academic results at school and university
- Bachelor’s or equivalent degree in Business or STEM
- Knowledge and passion for business development, sales and technology
- Track record of bringing exceptional outbound sales development results
- Commitment to continuous learning and improvement – curious, flexible, scientific
- Creative problem solving and cross team collaboration
- Leadership experience of one form or another
- Able to use data to drive team activities and continuous improvement
- Multi-regional strategic vision tailored to AMER, EMEA, and APAC market dynamics
- Track record of recruiting, mentoring, and developing SDR Team Managers (leading leaders)
- Cross-functional alignment with Regional Sales VPs, Marketing, and Field Engineering
- Expertise in leveraging modern sales tech stacks and CRM analytics for predictable pipeline forecasting
- Scalable talent pipeline management to feed senior sales and alliances positions across all three regions
- Experience driving accountability and culture across asynchronous, remote-first global teams
Over the last few years, this team has trained dozens of talented tech sales professionals who now work at Canonical and across the industry. Meet some of the SDRs who have graduated from our tech sales academy.
What we offer you
We consider geographical location, experience, and performance in shaping compensation worldwide. We revisit compensation annually (and more often for graduates and associates) to ensure we recognise outstanding performance. In addition to base pay, we offer a performance-driven annual bonus or commission. We provide all team members with additional benefits, which reflect our values and ideals. We balance our programs to meet local needs and ensure fairness globally.
- Distributed work environment with twice-yearly team sprints in person
- Personal learning and development budget of USD 2,000 per year
- Annual compensation review
- Recognition rewards
- Annual holiday leave
- Maternity and paternity leave
- Employee Assistance Programme
- Opportunity to travel to new locations to meet colleagues
- Priority Pass, and travel upgrades for long haul company events
About Canonical
Canonical is a pioneering tech firm at the forefront of the global move to open source. As the company that publishes Ubuntu, one of the most important open-source projects and the platform for AI, IoT, and the cloud, we are changing the world of software. We recruit on a global basis and set a very high standard for people joining the company. We expect excellence; in order to succeed, we need to be the best at what we do. Most colleagues at Canonical have worked from home since our inception in 2004. Working here is a step into the future and will challenge you to think differently, work smarter, learn new skills, and raise your game.
Canonical is an equal opportunity employer
We are proud to foster a workplace free from discrimination. Diversity of experience, perspectives, and background create a better work environment and better products. Whatever your identity, we will give your application fair consideration.
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