Head of Global Software Sales; Defense & Deep Tech focus

Location:
Nordics, Baltics, Germany or UK, extensive travel required

We are now strengthening our commercial leadership and are looking for a hands-on Head of Global Sales with strong defense sector experience to lead and scale our global sales efforts.

Basemark () based in Finland with employees in the US, Ukraine and Germany) brings Augmented Reality into real-world environments where performance and reliability are vital. With deep expertise in mission-critical AR, we specialize in advanced solutions for complex, dynamic settings—helping industries integrate AR seamlessly into everyday operations.

This is a senior, high-impact player‑coach role for a person who closes large complex deals personally while building a disciplined and scalable sales engine.

This role is also part of Basemark’s General Management Team (GMT) and plays a key role in shaping the company’s commercial direction, strategic priorities and global growth.

You will lead Basemark’s global sales with a strong focus on defense business in NATO and allied countries, while continuing to grow our automotive customer base. You will personally drive strategic deals, bring structure to our sales operations, and coach a lean international team. This role combines strategic ownership and hands‑on execution.

• Drive complex, big ticket B2B embedded software and deep‑tech sales globally
• Focus particularly on defense sector customers and partners in NATO and allied countries
• Manage long, multi‑stakeholder sales cycles from first contact to contract
• Convert pilots and evaluations into production‑level agreements
• Represent Basemark credibly with senior customer stakeholders

• Take ownership of global pipeline, forecasting and deal prioritization
• Introduce and enforce clear CRM and sales process discipline
• Define target accounts and strategic focus areas
• Improve visibility, predictability and quality of pipeline
• Ensure leadership time is focused on the most valuable opportunities

Current setup includes a distributed sales team in EU, USA and Asia, and strong support from CEO, COO and CTO.

Your role is to:

• Lead “from the front” by selling personally
• Coach and support existing sales team members
• Bring clarity, accountability and focus
• Help reduce unstructured sales load on technical leadership
• Gradually scale the team and the structure as business grows

• Build and execute go‑to‑market approach for defense sector
• Develop relationships with defense ministries, armed forces, primes and partners
• Position Basemark as a trusted European deep‑tech supplier
• Understand procurement, compliance and credibility requirements in defense

• Travel extensively across Europe, USA and Asia
• Work closely with leadership, product management and development teams
• Represent the company in customer meetings, events and industry forums

• Significant experience in B2B technology sales to defense sector (priority), alternatively similar experience in automotive or embedded software
• Track record of personally closing complex, big ticket deals
• Experience selling software, deep‑tech or highly technical solutions
• Experience working with long sales cycles and multiple stakeholders
• Experience in international markets
• Willingness to travel extensively

• Hands‑on, execution‑oriented sales leader
• Comfortable working in a small, expert‑driven organization
• Able to combine personal selling with team coaching
• Brings structure without unnecessary bureaucracy
• Builds trust with technical teams and senior stakeholders
• Strong personal ownership and accountability

• Existing network within NATO and allied countries defense ecosystem
• Experience with dual‑use, simulation, AR/VR/XR, embedded, automotive or similar deep tech
• Experience building or scaling sales in a growth‑stage technology company
• Experience working across Europe and the US

• Clear and reliable global pipeline and forecasting
• Increased defense‑sector traction and credibility
• Personally closed strategic deals
• Improved CRM discipline and sales structure
• Better focus and prioritization across sales efforts
• Reduced ad‑hoc sales burden on technical leadership
• Be part of building a leading solution that significantly increases safety of western democracies
• Cutting‑edge technology with global relevance
• Real products and demanding customers
• Opportunity to shape and scale a global sales function
• High level of ownership and impact
• International, highly skilled and pragmatic team

Please apply here, or send your English CV and cover letter to  with the subject entitled Defense. Good luck!