Commercial Director - Refinish UKI (paints, coatings, aftermarket)

Axalta is a coatings company delivering innovative solutions that protect customers’ products and enhance appearance with coloured finishes. We serve multiple end markets and operate globally with a diverse brand portfolio.“"

Role overview

The Commercial Director - Refinish UKI leads the commercial strategy and execution for Axalta Refinish products (paint, non-paint, services) within the UK and Ireland. This role drives profitable growth through indirect channel partners, including distributors and importers. It focuses on strategic planning, sales effectiveness, and contract management, and oversees the deployment and leadership of the sales team. You will ensure alignment with company standards while identifying opportunities for market expansion. This position reports to the Indirect Sales Territory Manager CENTER EMEA and has direct reports including the Regional Sales Manager, Technical Manager, Business Development Manager and Account Managers.

Key responsibilities

• Lead the overall sales strategy and drive profitability for Axalta Refinish products (paint, non-paint, and services) through indirect channel partners across the assigned territory.
• Manage and grow relationships with existing distributors and importers while identifying and onboarding new partners to expand market coverage.
• Support channel partners in developing their business with key end-users, including fleets, OEMs, MSOs, and prospects, ensuring long-term retention and satisfaction.
• Identify and capitalize on new market opportunities, including product innovations and business service offerings, to strengthen competitive positioning.
• Collaborate with the Commercial Distribution Manager to implement performance management frameworks and drive sales effectiveness across the channel.
• Lead, coach, and develop a diverse sales team (including field technicians and account managers) ensuring alignment with business goals and operational excellence.
• Ensure consistent application of standardized sales processes, systems, and contract management practices to streamline operations and improve efficiency.
• Design and execute training, appraisal, and development programs to build a high-performing, motivated sales force.
• Foster the growth of key talents within the team, promoting internal mobility and succession planning.
• Develop and execute national strategies for OEM and FLI accounts, including annual growth plans, contract negotiations, and pipeline initiatives.
• Analyze customer insights and market feedback to identify success factors and tailor strategies for targeted business development.
• Act as a key liaison between internal departments (Marketing, Finance, HR, Supply Chain) and external stakeholders (distributors, bodyshops, OEMs), ensuring alignment and successful implementation of commercial initiatives.

Key requirements

• Ideally, Master’s or Bachelor’s degree in Business, Economics, Administration, or Marketing.
• Minimum of 10 years of professional experience, with a strong track record in sales and customer support.
• Proven leadership experience within an international, matrix-structured organization.
• Extensive background in B2B automotive aftermarket, ideally in the Refinish or collision repair industry.
• Fluent in English (oral and written); additional European languages are a plus.
• Willingness to travel up to 50%, including international travel.
• Demonstrated success in managing top-tier or key account distribution channels.
• Strong leadership skills with the ability to build and lead high-performance teams.
• Excellent negotiation, presentation, and interpersonal communication abilities.
• Solid business acumen, financial literacy, and strategic thinking capabilities.

Axalta operates its business in two segments: Performance Coatings and Mobility Coatings, serving four end markets, including Refinish, Industrial, Light Vehicle and Commercial Vehicle, across North America, EMEA, Latin America and Asia-Pacific. Our diverse global footprint allows us to deliver solutions in over 140 countries and coat 30 million vehicles per year. We are committed to sustainability with goals including carbon neutrality by 2040 and multiple initiatives, and we work with our customers to optimize their businesses and achieve their goals.