Head of Sales

Who we are

Founded 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 Role

We’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 doing

• Leading and developing the sales function at Cowboy, in close collaboration with the Rebirth Group, including strategy formulation, execution, and KPI management
• Designing and executing Cowboy’s IBD (Independent Bike Dealer) network strategy, including recruitment, onboarding, activation, and performance management
• Defining optimal channel mix and market coverage, ensuring the right balance between direct and indirect sales
• Building and managing strong relationships with key IBD partners, serving as the primary point of contact for commercial performance, partner alignment, and growth opportunities
• Setting up a structured dealer performance management framework, including targets, incentives, and regular business reviews
• Driving sell-in and sell-out performance, ensuring alignment between Cowboy, partners, and end-customer experience
• Negotiating commercial agreements with partners, ensuring sustainable and scalable growth
• Collaborating cross-functionally with Marketing, Operations, Customer Experience, and Finance to ensure seamless execution of the commercial strategy
• Representing Cowboy Sales at Rebirth Group level and contributing to broader commercial and distribution synergies
• Monitoring market trends, competitor activity, and customer insights to continuously refine the sales strategy
• Building, mentoring, and leading a high-performing sales team across key European markets

Who we are looking for

• You have a proven track record in senior sales leadership roles, ideally in consumer goods, mobility, automotive, or retail-driven industries
• You have strong experience managing and scaling indirect sales channels, particularly IBD / dealer / distributor networks
• You have operated in both high-growth environments and more structured organizations, and understand how to balance agility with discipline
• You demonstrate a deep understanding of channel strategy, partner economics, and go-to-market models
• You are an excellent negotiator and relationship builder, with the ability to influence at all levels
• You have experience managing partners across multiple geographies, ideally within Europe
• You 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 performers
• You combine strong analytical skills with sharp commercial instincts
• You are passionate about our mission and excited by the opportunity to reshape urban mobility
• Fluency 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 bonus

What we offer you

• Highly competitive package with a clear and open salary structure
• 30 days annual leave / vacation days
• Your own Cowboy bike for the duration of your contract (and a nice discount for your family)
• Daily meal allowance
• Opportunity to become one of the key employees of a fast-growing company with an open, respectful, and fun culture
• Having a real impact on the company’s growth and evolution
• Working with people who love what they do every day

Just 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.