Sales Development Representative, UK & Europe

Lua is the Agent OS. We build digital employees: agents that do a real job end to end. They read a company's own systems, make the decision, take the action, and get a little better every time they run. Not chatbots that answer questions, but digital workers that do the work, on the company's own data and workflows, and everything they build stays owned by the business. Teams write their logic on Lua (agents, skills, tools, jobs, webhooks, guardrails) and we run the hard parts underneath: infrastructure, multi-provider model orchestration, data, channels (WhatsApp, Slack, email, Instagram, Messenger, a voice-capable website widget, HTTP API) and monitoring.

About us

Our customers are the companies that run their markets: the operator of one of the world's most-visited heritage sites, a major travel and hospitality group, the largest supermarket chain in its country, a listed conglomerate spanning healthcare and consumer goods, large regional banks, a social-commerce company and a microinsurer covering over a million people, across Africa, the Middle East and South Asia. Together they employ 64,000+ people and turn over $5bn+ a year, and they all want the same thing: to be AI-native on the systems they already run, with nothing to rip out.

We are a lean team of 30, backed by Y Combinator, and we've raised $5.8M. We have deployed 10,000+ agents across 20 markets. Having scaled from emerging markets, we are now moving into the UK and Europe. This is our founding commercial hire in the region and, based on performance, will quickly convert into an AE Europe role.

The role

As Lua's first SDR in Europe, you sit at the top of the UK and EU revenue funnel and report to Hugo de Stacpoole, VP of Sales.

You will prospect personally into priority mid-market and enterprise accounts using LinkedIn, phone, email, events and warm introductions. You will also direct an AI-native outbound stack that handles research, sequencing and first-touch personalisation, and step in when a human conversation will do more than another automated touch.

There is no playbook yet. You will help define how Lua sources, qualifies and hands opportunities to Account Executives in the region, including the qualification criteria. You are judged on qualified pipeline and revenue contribution, not activity alone.

What you'll do

• Run outbound end to end. Identify target accounts and decision-makers across the UK and Europe and book qualified meetings for the sales team.

• Maintain a prioritised target account list with AEs and leadership, and tune it using results.

• Direct and refine our AI SDR tooling. Set up, monitor and improve automated sequences and enrichment workflows.

• Qualify with discipline. Run early discovery and pass only opportunities that meet agreed criteria.

• Hand over cleanly to sales and help define the handoff standard.

• Track funnel quality from outreach to meeting to qualified opportunity to revenue, and act on the gaps.

• Keep the CRM accurate so the team has a reliable view of the pipeline.

• Sharpen the pitch by feeding back what prospects actually say.

• Track the market, including competitors, buyer trends and regulation such as the EU AI Act.

• Support partners and events that turn into new pipeline.

What we're looking for

• You have been the first SDR somewhere and built the outbound motion from nothing.

• Two or more years of B2B prospecting, ideally selling SaaS, AI or other technology to mid-market or enterprise buyers.

• You can talk credibly about AI and AI use cases across multiple industries.

• You know the UK market well. A European network or a second European language is a plus.

• You can explain to a senior executive in a few sentences why Lua is worth their time.

• You use AI outreach, enrichment and automation tools well, and you spot weak output quickly.

• You manage your own pipeline and keep the CRM accurate without being reminded.

• Experience at AI-native startups, B2B SaaS teams or expert networks is a strong fit.

• Familiarity with Apollo, Clay and the major LLMs is a plus.

How success is measured

Meetings booked and held, qualified opportunities created, pipeline generated (direct and partner-sourced), stage conversion, handoff acceptance and speed, CRM data quality, and closed-won revenue from SDR-sourced opportunities.

What we offer

• $38k base plus commission

• Equity incentive plan

• 25 days holiday per year, pro rata

• London, hybrid, with minimal office time required

• A direct path into a closing AE role, or into onboarding the next SDRs as the team grows

If you want to build Lua's European sales motion from the first account, let's talk.

Compensation: $38K • Offers Equity • Offers Commission

• • $38K • Offers Equity • Offers Commission

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