Who we areFounded in 2017 and headquartered in Brussels, Belgium, Cowboy creates the world’s most connected electric bike for urban riders. We continue to transform the bike and mobility industries, from point of sale to point of service. Our mission is to build a better bike, create a better self, and leave a better world.Cowboy now has customers in more than 2,500 towns and cities across Europe, getting close to 100.000 bikes sold. Cowboy is the winner of the Eurobike 2017, the Red Dot Bicycle Design Award 2018, the Red Dot Best of the Best award for product design in 2019, 2021 and 2024, one of TIME Magazine's "Best Inventions" of 2022, and the Wallpaper* Smart Space Award for Most Revolutionary Personal Transport in 2023.Like many companies in the micro-mobility space, Cowboy has gone through a period of significant change in 2025. Now in 2026, we are entering a new chapter with our new majority shareholder, Rebirth.This phase is about strengthening our foundations: the product, our processes, and our teams.The RoleWe’re looking for a Senior Head of Sales to lead and develop Cowboy’s sales function, with a strong focus on building, scaling, and managing a high-performing network of Independent Business Dealers (IBDs) across Europe.You will be responsible for Cowboy’s commercial performance and sales KPIs, working closely with the Rebirth Group to unlock synergies in distribution, channel strategy, and market expansion.You will own the development of our indirect sales channels, optimize our go-to-market model, and ensure consistent, high-quality execution across all markets and partners.We’re looking for a leader with a clear vision of how to build a world-class sales organization and partner ecosystem, combining strategic thinking with hands-on execution.What you’ll be doingLeading and developing the sales function at Cowboy, in close collaboration with the Rebirth Group, including strategy formulation, execution, and KPI managementDesigning and executing Cowboy’s IBD (Independent Bike Dealer) network strategy, including recruitment, onboarding, activation, and performance managementDefining optimal channel mix and market coverage, ensuring the right balance between direct and indirect salesBuilding and managing strong relationships with key IBD partners, serving as the primary point of contact for commercial performance, partner alignment, and growth opportunitiesSetting up a structured dealer performance management framework, including targets, incentives, and regular business reviewsDriving sell-in and sell-out performance, ensuring alignment between Cowboy, partners, and end-customer experienceNegotiating commercial agreements with partners, ensuring sustainable and scalable growthCollaborating cross-functionally with Marketing, Operations, Customer Experience, and Finance to ensure seamless execution of the commercial strategyRepresenting Cowboy Sales at Rebirth Group level and contributing to broader commercial and distribution synergiesMonitoring market trends, competitor activity, and customer insights to continuously refine the sales strategyBuilding, mentoring, and leading a high-performing sales team across key European marketsWho we are looking forYou have a proven track record in senior sales leadership roles, ideally in consumer goods, mobility, automotive, or retail-driven industriesYou have strong experience managing and scaling indirect sales channels, particularly IBD / dealer / distributor networksYou have operated in both high-growth environments and more structured organizations, and understand how to balance agility with disciplineYou demonstrate a deep understanding of channel strategy, partner economics, and go-to-market modelsYou are an excellent negotiator and relationship builder, with the ability to influence at all levelsYou have experience managing partners across multiple geographies, ideally within EuropeYou are a strategic leader with a hands‑on, roll‑up‑your‑sleeves mentality, in the field meeting with dealers, maintaining good relationships and nurturing high performersYou combine strong analytical skills with sharp commercial instinctsYou are passionate about our mission and excited by the opportunity to reshape urban mobilityFluency in English is required. French and Dutch are a strong plus.Being based in Brussels, to be able to work alongside the teams, will be a strong bonusWhat we offer youHighly competitive package with a clear and open salary structure30 days annual leave / vacation daysYour own Cowboy bike for the duration of your contract (and a nice discount for your family)Daily meal allowanceOpportunity to become one of the key employees of a fast‑growing company with an open, respectful, and fun cultureHaving a real impact on the company’s growth and evolutionWorking with people who love what they do every dayJust like our rider community in cities across Europe, diversity is a strength. No matter where you come from, or the path you’re on, Cowboy is inclusive and so is our workplace. Your unique skills, passion, and perspective will help us continue to transform mobility and urban life for the better.
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