Natasha Willis
Camberley,Surrey
Summary
Commercially driven sales and business development professional with experience scaling new sectors, building enterprise partnerships, and driving revenue growth across EMEA markets. Proven track record in generating high-value pipeline, increasing ARR from £50,000 to nearly £500,000, and managing complex multi-stakeholder sales processes across both public and private sectors. Experienced in enterprise sales, procurement frameworks, bid and tender management, go-to-market strategy, and sales operations, with a strong background in process improvement, forecasting, and cross-functional collaboration. Skilled at building scalable commercial processes, developing stakeholder relationships, and supporting business growth within fast-paced environments.
Overview
10
10
years of professional experience
2
2
years of post-secondary education
Work history
Head of Airport Sales (EMEA)
Hello Lamp Post
London
2025.06 - Current
- Built and scaled airport sales sector across EMEA from the ground up, establishing strategic partnerships with leading airport operators and PRM providers across the UK.
- Increased Annual Recurring Revenue (ARR) from approximately £50,000 to nearly £500,000 through new business acquisition, strategic account growth, and sector expansion.
- Generated and managed an active sales pipeline exceeding £500,000 within first year of launch, consistently exceeding pipeline and activity targets across all business development functions.
- Delivered exceptional account growth performance, with contracts regularly increasing by over 100% at second-year renewal, contributing to Gross Revenue Retention (GRR) growth of approximately 150% across acquired accounts.
- Designed and implemented end-to-end sales processes from, creating the operational blueprint for future Business Development Managers, including sales workflows, reporting structures, pipeline management, and day-to-day sales execution.
- Worked closely with executive leadership, including CEO and Head of Commercial, providing daily, weekly, monthly, and quarterly reporting, forecasting, and strategic commercial updates.
- Led full-cycle enterprise sales activity from cold outreach and prospecting through to negotiation, contract execution, and client handover to Customer Success.
- Played a key role in shaping the commercial offering across EMEA, including pricing strategy, contractual frameworks, and go-to-market positioning.
- Collaborated closely with Marketing to develop and execute targeted lead generation campaigns, while also mentoring new marketing hires to align commercial and campaign objectives.
- Mentored and supported multiple new hires across the business, including international sales staff, development teams, implementation roles, and wider operational functions through structured onboarding and buddying initiatives.
- Worked closely with Customer Success and commercial leadership teams to support renewals, identify upsell opportunities, and maximise long-term account value.
- Utilised CRM and sales enablement platforms including HubSpot, LinkedIn Sales Navigator, and Excel to manage forecasting, reporting, prospect engagement, and commercial performance tracking.
Business Development Executive
Hello Lamp Post
2024.01 - 2025.06
- Generated pipeline growth exceeding £1m through targeted outbound business development and multi-sector lead generation activity.
- Consistently exceeded quarterly pipeline and SQL targets through proactive outbound activity, campaign management, and lead qualification.
- Led go-to-market strategy initiatives alongside the Head of Sales and Marketing, helping define the company’s value proposition, market positioning, and sales messaging.
- Created and wrote copy for outbound sales campaigns across both public and private sector markets.
- Managed full BDR responsibilities including campaign creation, cold calling, lead qualification, and pitching solutions to prospective clients across multiple industries.
- Worked closely with the Head of Sales in a commercial support capacity, assisting with pipeline management, invoicing, contract drafting, and navigating multiple procurement frameworks.
- Led enterprise and multi-stakeholder sales opportunities, managing complex buyer relationships and supporting strategic go-to-market approaches to protect and strengthen long-term commercial partnerships.
- Worked with senior procurement, operational, and commercial stakeholders across enterprise accounts.
- Worked across multiple procurement routes and frameworks including G-Cloud, supporting RFP submissions, bid and tender processes, single tender waivers, and direct award opportunities.
- Introduced and implemented new sales pipeline processes adopted company-wide, defining Opportunities vs SQLs to improve forecasting accuracy and commercial reporting.
- Utilised HubSpot, LinkedIn Sales Navigator, reporting tools, and forecasting systems to manage pipeline activity, campaign performance, and commercial reporting.
Sales administrator
Hello Lamp Post
2021.05 - 2024.01
- Supported the UK Head of Sales and Global Senior Marketing Manager by coordinating operational priorities, managing schedules, documentation, proposal coordination, and cross-functional workflows across Sales and Marketing teams.
- Proactively improved internal processes by building company-wide playbooks, documentation, and operational procedures to streamline workflows and increase efficiency across departments.
- Worked closely with senior leadership including Co-Founders, CEO, and Head of Commercial to support reporting, commercial documentation, stakeholder communication, and internal alignment.
- Managed client and stakeholder communications across phone, email, video calls, and in-person meetings, maintaining professional relationships and supporting commercial enquiries.
- Coordinated across Sales, Marketing, and Customer Services teams to manage priorities, resolve operational challenges, and improve collaboration between departments.
- Utilised tools including HubSpot, LinkedIn, Canva, Google Workspace, and Microsoft Office Suite to support reporting, presentations, documentation, and operational processes.
Customer Service Assistant
GoHenry
Farnborough, Surrey
2016.08 - 2022.01
- Delivered customer support across social media platforms including Twitter, Instagram, and Facebook within a regulated financial services environment.
- Consistently achieved quality assurance scores of 99%+ while resolving customer enquiries, complaints, and account concerns.
- Trained in fraud prevention, anti-money laundering (AML), and financial compliance processes.
- Recognised through multiple team awards for customer feedback, teamwork, and performance, while also supporting the training and supervision of new team members.
Education
Bachelor of Arts - Ancient History
University of Southampton
Southampton 2019.09 - 2021.05
A-Levels - English Literature, Medieval History, Geography
Farnborough Sixth Form College
Farnborough, HampshireSkills
- Enterprise Sales
- Business Development
- Go-to-Market Strategy
- Stakeholder Management
- Pipeline & Forecast Management
- Procurement & Tender Processes
- Process Improvement & Sales Operations
- Cross-Functional Leadership
Affiliations
- Learning German
- British Ice Skating Level 8
- Member of Multiple Book Clubs
Timeline
Head of Airport Sales (EMEA)
Hello Lamp Post
2025.06 - Current
Business Development Executive
Hello Lamp Post
2024.01 - 2025.06
Sales administrator
Hello Lamp Post
2021.05 - 2024.01
Bachelor of Arts - Ancient History
University of Southampton
2019.09 - 2021.05
Customer Service Assistant
GoHenry
2016.08 - 2022.01
A-Levels - English Literature, Medieval History, Geography
Farnborough Sixth Form College