Hiring a Head of Sales is one of the most commercially significant moves an asset management or hedge fund can make. This is the person who will represent your firm in the market, drive engagement with key allocators, and ultimately bring in assets under management. Whether you are a boutique looking to scale or a larger manager refining your distribution strategy, getting this hire right is critical.

At Fram Search, we are experienced Head of Sales asset management recruiters with deep knowledge of both institutional and wholesale channels. We work with asset managers, private markets firms, and hedge funds that understand the importance of effective capital raising leadership. We also support clients looking to define what success in a Head of Sales role should look like, and how to evaluate candidates based not just on relationships, but on their process, mindset, and ability to scale distribution.

One of the first questions for hiring managers is whether the individual has succeeded because of the firm’s reputation or because of their own commercial ability. At a well-known asset manager, inbound activity and brand recognition can do a lot of the heavy lifting. In a boutique, the phone does not always get answered. You need someone whose relationships run deep, and who understands how to navigate the market without a large platform behind them.

This is especially important in London’s highly competitive institutional and wholesale asset management landscape, where access to allocators is harder than ever, and differentiation matters.

Larger firms typically require a Head of Sales who can lead a team, implement processes, and deliver consistent outcomes across channels. Sales leadership at this level means managing pipeline discipline, building a repeatable process, and ensuring that efforts align with broader product and marketing goals.

In contrast, boutique asset managers and hedge funds may need someone more hands-on. These businesses often require a player-manager who is equally comfortable refining pitchbooks as they are sitting in front of CIOs. The challenge is different, and so is the mindset.

In any firm, a successful Head of Sales must work closely with investment, marketing, and product development. These relationships are not just operational—they influence how the firm is perceived in the market. Sales leaders who bring client insights back into the business help shape strategy, improve communication, and ultimately win more mandates.

The strongest Heads of Sales think beyond targets. They analyse the funnel. They identify gaps in outreach and engagement. They ask hard questions about segmentation and messaging. They help refine the story and ensure it resonates with the right audience. This is especially important for firms trying to differentiate in crowded sectors, such as alternative credit or global equity.

Culture fit and communication style also matter. A Head of Sales needs to push the business forward, but in a way that aligns with internal expectations. Too assertive, and they risk friction. Too hands-off, and momentum is lost. The right balance depends on your firm’s culture, strategy, and stage of growth.

Hiring the right individual is also about retention. If you're recruiting at this level, clarity on remuneration, progression, and expectations is essential. The best candidates are often in high demand. They will expect your offer to reflect the strategic weight of the role.

Fram Search has been recruiting in the asset management and hedge fund sector since 2010. We are London-based asset management sales recruiters with deep expertise in helping clients hire Heads of Sales and senior distribution professionals.

We combine market knowledge with a consultative, discreet approach. Our work spans boutique hedge funds, institutional asset managers, and specialist alternatives firms. We understand the hiring dynamics that come with scale, regulation, and growth, and we have built strong relationships with candidates who can step in and lead from day one.

If you are searching for Head of Sales asset management recruiters in London, or want to understand how to approach this hire strategically, we would be pleased to support your search.