About the job
Who We Are
Established in 2017 and based in Brussels, Belgium, Cowboy is revolutionizing urban mobility with the world's most connected electric bike. Our commitment to innovation extends from point of sale to service, aiming to enhance biking experiences and contribute to a more sustainable world.
With nearly 100,000 bikes sold across over 2,500 locations in Europe, Cowboy has garnered numerous accolades, including the Eurobike Award in 2017 and the Red Dot Best of the Best award for product design in 2019, 2021, and 2024. We were also recognized as one of TIME Magazine's 'Best Inventions' in 2022 and won the Wallpaper* Smart Space Award for Most Revolutionary Personal Transport in 2023.
As we navigate significant changes in 2025 and embark on a new journey in 2026 with our majority stakeholder, Rebirth, we are focused on fortifying our core foundations: our products, processes, and teams.
The Role
We are seeking a dynamic Senior Head of Sales to spearhead and enhance Cowboy's sales strategy, primarily focusing on cultivating, expanding, and managing a network of Independent Business Dealers (IBDs) throughout Europe.
Your role will encompass the oversight of Cowboy's commercial performance and sales KPIs, collaborating closely with the Rebirth Group to leverage synergies in distribution, channel strategy, and market growth.
You will be tasked with the development of our indirect sales channels, optimizing our go-to-market approach, and ensuring consistent, high-quality execution across all markets and partnerships.
We are looking for a visionary leader capable of building a world-class sales organization and partner ecosystem while balancing strategic insights with hands-on execution.
What You’ll Be Doing
- Lead and enhance the sales function at Cowboy, collaborating with the Rebirth Group on strategy formulation, execution, and KPI oversight.
- Design and implement the IBD network strategy, focusing on recruitment, onboarding, activation, and performance assessment.
- Define the ideal channel mix and market coverage, ensuring an optimal balance between direct and indirect sales.
- Establish and maintain strong relationships with key IBD partners, acting as the primary liaison for commercial performance and growth opportunities.
- Implement a structured dealer performance management framework, outlining targets, incentives, and regular business evaluations.
- Drive sell-in and sell-out performance, ensuring alignment between Cowboy, partners, and the end-customer experience.
- Negotiate commercial agreements with partners to facilitate sustainable and scalable growth.
- Work cross-functionally with Marketing, Operations, Customer Experience, and Finance to achieve collective goals.
