Head of Business Development - Bus Shelter Infrastructure

About Trueform

The Trueform Manufacturing & Technologies Group are leaders in the design and manufacture of hardware

public transportation hardware, street furniture, signage and digital signage industries. A pioneering British technology & manufacturing SME, Trueform provide custom design, engineering, manufacturing, technology and installation solutions for public spaces. Trueform develop and harness leading technology and advanced manufacturing techniques to create market leading products. With nearly 50 years of experience and significant depth of knowledge and expertise gained internationally, Trueform have provided some of the largest and most successful cities and clients in the World with their supporting infrastructure and systems. Operating internationally, Trueform are global leaders in the design and manufacture of innovative infrastructure and applied technology solutions for E-Mobility, Smart City Infrastructure, Clean-Tech, Zero Carbon Mobility and Public Transportation sectors.

About the Role

To support increasing expansion and demand for Trueform’s award winning products and services, we require a high calibre Head of Business Development to grow our bus shelter infrastructure sales division. You will oversee a small team of Business Development Managers and be hungry for success and career progression.

The Head of Business Development will lead all commercial growth activity within the UK bus shelter

infrastructure market. This role is responsible for shaping market strategy, securing new revenue streams,

developing high-value partnerships, and expanding the organisation’s footprint across local authorities,

transport operators, advertising concessionaires, and private-sector developers. The position requires deep understanding of public-realm infrastructure, procurement frameworks, tendering cycles, and the evolving expectations around modern shelter design, sustainability, accessibility, and smart-technology integration. The successful candidate will act as a senior ambassador for the business, driving both commercial performance and industry influence. We are preferably looking for someone with an engineering product sales background or similar, with a firm understanding of public funding models is a distinct advantage. You will take ownership of the sector, bring a drive to the approach, matched with proven sales skills. Trueform will provide comprehensive product training and support.

Responsibilities & Duties

Your main responsibilities and duties will include:

• Market Strategy Leadership - Develop and execute a national growth strategy for the UK bus
• shelter market, including segmentation, positioning, competitive analysis, and long-term commercial
• planning.
• Authority & Operator Engagement - Build senior-level relationships with councils, combined
• authorities, transport operators, and public-realm decision-makers to identify opportunities and
• influence future infrastructure programmes.
• Commercial Pipeline Management - Build and maintain a robust pipeline of opportunities, monitor
• progress, and ensure disciplined pursuit of high-value prospects.
• Product & Innovation Input - Work with design, engineering, and product teams to shape shelter
• solutions that meet emerging market demands, including digital integration, accessibility, modularity,
• and environmental performance.
• Brand & Market Positioning - Represent the organisation at industry events, exhibitions,
• conferences, and stakeholder forums to strengthen brand visibility and thought leadership.
• Team Leadership - Manage and develop a high-performing business development team, setting
• clear objectives, coaching capability, and driving accountability.
• Reporting - Provide weekly reports to the Sales Director.

Preferred Experience

• Proven senior-level experience in business development, public-realm infrastructure, transport, street furniture, or advertising concessions.
• Strong understanding of UK local authority procurement, tendering frameworks, and public-sector commercial governance.
• Demonstrated success in securing multi-year contracts, concessions, or capital-delivery programmes.
• Ability to build trusted relationships with senior stakeholders across councils, operators, and private-sector partners.
• Commercial acumen with experience in P&L responsibility, pipeline forecasting, and strategic planning.
• Excellent communication skills, including the ability to craft persuasive proposals and present at executive level.
• Knowledge of modern bus shelter trends: sustainability, modular design, digital displays, accessibility, and smart-city integration.
• Leadership capability with experience managing business development or commercial teams.
• Previous experience in Sales/Business Development, preferably in a street furniture or engineering product industry.
• Knowledge and understanding of the local authority market and procurement

Preferred Skills

• Strong sales traits, including tenacity, competitiveness, persuasiveness, and exceptional interpersonal skills.
• Task-oriented mindset, focused on winning new business and achieving sales targets.
• Strong team player with high ethical standards and a reputation for integrity among clients.
• Excellent communication and human relations skills, including written, verbal, and client service abilities.
• Self-motivated and capable of quick thinking and anticipating client needs.
• Strong negotiation and persuasion skills with diverse personalities.
• Strategic thinker with forecasting ability.

What You will Receive

• Competitive salary range, based on skills and experience.
• Working Pattern: 8 hours a day, Monday to Friday (8.00 to 16:30).
• Company Pension Scheme.
• Discount and cashback offers (for example discounted gym membership and shopping discounts).
• Company cycle to work scheme.
• Company green car scheme.

To apply please send your CV and covering letter to Max Womersley Sign in to view email