Commercial Director

Location: Beryl, The Green House, 244-254 Cambridge Heath Road, London, E2 9DA

Ref: BerylCD01

SMIDSY Ltd T/A Beryl. Company registered in England, registration number: 07831245R.


Here at Beryl we have a clear vision... to build a better world by getting more people in cities on bikes. Our aim is to be the UK's leading micro-mobility company, delivering financially sustainable shared schemes to UK communities. We care about safety, the environment, and beautiful design.

Headed up by Emily Brooke, the British inventor and entrepreneur known for developing the Beryl (formerly Blaze) Laserlights used for Santander Cycles, our Head Office space is based in Bethnal Green, and is the creative hub of the Brand. It is here that critical product design decisions are made, supported by a best in class Tech Dev Department.

Teams which support the infrastructure of the business also play a key role in our success,  from Operations, Finance and People, to Business Development, Sales and Marketing. Our network of bike workshops are strategically positioned to support our local markets, all underpinned by a dedicated customer service team...

Beryl is now is the most exciting time to join our team.


Key activities/outcomes

  • Reporting to the CEO, establishing medium and longer term goals and capabilities that allow us to grow our UK and International presence.
  • Direct all major competitive tenders, working with teams across the organisation. 
  • Build a data led approach to the assessment of our competitive advantages, across our product and services and propose strategies that deliver in year goals and align the business to our long term strategy
  • Lead our negotiations with large partner organisations and customers as we leverage the power of our mobility platform to improve the offerings of established industry players.
  • Develop a thorough understanding of the mobility industry and help refine our commercial offering to the evolving market.

Supporting and leading teams

  • Lead the Business Development and Consumer Marketing team to focus relationships and acquisition on high value contracts and customers, owning and leading our bidding strategy.
  • Drive efforts to further embed commercial strategies into the decision making and implementation for team leaders within the business, fostering a culture of entrepreneurialism.
  • Work with Operations Director and Data Science team to deliver data led analysis of our performance
  • Assist the Finance team in developing and monitoring budgets, and agree appropriate reporting metrics to the business.


  • Work with the product and technology team to help align development priorities and resources to the long term strategy of the business, delivering insights from customers and competitors.
  • Help business development and product teams scope proof of concept opportunities into outcome based pilot’s that will clearly lead to growth.


  • Sales and business development experience, having held a leading role in growing the revenue of a business through winning competitive tenders.
  • A strategic thinker, grounded in objective analysis but with a flare of entrepreneurial confidence to develop, test, build and execute company wide initiatives.
  • Ideally some experience within the mobility industry and/or public sector contracting.
  • Somebody who is happy to informally coach more junior members of the team in improving overall commerciality of the business, as well as standing alongside the CEO in developing and implementing long term company strategy.
  • You will know better than anybody how we are performing against our goals, and thrive on developing strategies and that allow us to grow revenue.
  • Somebody who believes in the power of bike share and electric mobility solutions to improve the lives of those in urban centres.
  • You embody proactivity, with a can-do roll-your-sleeves-up attitude, and don’t wait around to be told what to do!

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244-254 Cambridge Heath Rd
E2 9DA London Directions 020 3196 5244 View location page

Bournemouth Workshop

103 Southcote Rd
BH1 3SW Bournemouth Directions 020 3196 5244 View location page

London Workshop

5 Hancock Rd
E3 3DA London Directions View location page


NR3 1AZ Norwich Directions View location page


WD17 2RA Watford Directions View location page

Working at Beryl

We've worked hard to make our culture one that is positive, relaxed, and incredibly hardworking. We put a real emphasis on growth and personal development, and we encourage learning at every opportunity. 

We understand that there is life outside of Beryl, and we fully support this with flexible working, time off for volunteering and other commitments, and an enhanced parental leave scheme. We celebrate all of our wins, personal and professional.

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