Vice President of Sales

• Industry: Commercial Roofing (Exclusively Commercial / Low-Slope / Industrial / Retail / Warehouse / Multi-Facility)
• Reports To: CEO
• Revenue Scale: $130M–$150M
• Commercial Roofing Contractor
Location: Atlanta, GA

Position Summary

The Vice President of Sales will build the commercial roofing sales engine from the ground up. This role is responsible for designing, documenting, implementing, and enforcing a structured sales process across all commercial roofing divisions (new construction, re-roof, service-to-replacement, negotiated work).

This is not a maintenance role. It is a build-and-scale leadership role.

The VP of Sales will

• Architect the company’s entire sales process.
• Implement forecasting discipline and pipeline visibility.
• Protect gross margin through structured bid qualification.
• Oversee all external marketing strategy.
• Align Sales with Estimating and Operations.
• Develop compensation structures tied to gross profit and EBITDA.
• The role is accountable for revenue growth, margin integrity, pipeline predictability, and brand positioning within the commercial roofing market.

Core Mission

Build a predictable, disciplined, margin-focused commercial roofing sales organization capable of scaling from $140M to $175M+ without eroding profitability.

Primary Objective (First 24 Months)

• Build the Sales Process from Scratch

• Create and implement a documented, standardized, measurable sales system that includes:
• Market targeting strategy
• Lead generation framework
• Account segmentation
• Prospecting cadence

Qualification criteria

• Bid/No-Bid matrix
• Proposal standards
• Pricing discipline guidelines
• Closing strategy
• Structured project handoff
• Post-sale customer retention system
• Deliverable: “Commercial Roofing Sales Playbook” (written, adopted, trained, enforced).

• Implement Pipeline & Forecasting Infrastructure

• Deploy CRM across all sales personnel.
• Require 100% opportunity tracking.
• Implement weighted forecasting model.
• Build 12-month rolling revenue forecast.
• Achieve 80%+ monthly forecast accuracy.
• Maintain 3:1 pipeline-to-target coverage ratio.
• Deliverable: Weekly sales dashboard + Monthly executive forecast.

• Margin Protection

• Implement formal bid qualification process.
• Establish minimum margin thresholds.
• Prevent underpriced work driven by volume chasing.
• Integrate Sales with Estimating before pricing commitments.
• Tie sales incentives to gross profit, not revenue alone.
• Target:Increase margin in key verticals.

• Service-to-Capital Strategy

• Build structured conversion path from repairs to full replacement.
• Develop long-term roof asset management programs.
• Train sales team on lifecycle selling.
• Implement recurring revenue targets.
• Target: 20%+ service-to-replacement conversion rate.

• External Marketing Oversight

The VP of Sales will oversee and direct all external marketing strategy to ensure alignment with revenue goals.

Responsibilities include

• Define brand positioning within commercial roofing.
• Oversee digital marketing (SEO, PPC, website optimization).
• Oversee content strategy (case studies, testimonials, technical authority pieces).
• Drive thought leadership in commercial roofing.
• Align marketing campaigns with targeted vertical markets.
• Establish lead attribution tracking.
• Measure marketing ROI.
• Deliverable: Marketing dashboard tied directly to sales pipeline generation.

Detailed Responsibilities

I. Sales Process Architecture

Design and enforce

A. Targeting Framework

• Define ideal customer profile (ICP).
• Identify high-value property types (industrial, retail centers, distribution centers, manufacturing, corporate campuses).
• Define geographic and revenue targets.

B. Account Segmentation

Top 25 Strategic Accounts

Tier 2 Growth Accounts

Target Prospect Accounts

Service Maintenance Accounts

C. Prospecting Standards

• Weekly activity expectations.
• Structured follow-up cadence.
• CRM documentation requirements.
• Referral generation system.

D. Qualification Matrix

• Project size minimums.
• Margin viability.
• GC/Owner payment history.
• Operational capacity alignment.
• Risk profile review.

E. Proposal & Pricing Discipline

• Standard proposal templates.
• Margin review before submission.
• Internal approval matrix.
• Value-based selling training.

F. Handoff Protocol

• Formal pre-construction transition meeting.
• Sales-to-Operations documentation checklist.
• Margin review with Operations leadership.

II. Revenue & Growth Leadership

• Set annual and quarterly sales targets.
• Develop vertical penetration strategies.
• Identify regional growth opportunities.
• Support strategic negotiations on large projects.
• Maintain executive-level relationships with top commercial property owners and GCs.

III. Marketing Oversight

Direct and oversee

Website strategy

• SEO & paid campaigns
• Email campaigns
• Social media strategy
• Event sponsorship
• Branding consistency
• Lead tracking & analytics
• Ensure marketing efforts directly support commercial roofing sales pipeline growth.

IV. Team Leadership & Development

• Recruit high-performing commercial roofing sales professionals.
• Develop structured onboarding program.
• Conduct weekly pipeline review meetings.
• Create sales training curriculum.
• Implement performance scorecards.
• Align compensation to gross profit contribution.

V. Executive Leadership Contribution

• Participate in strategic planning.
• Provide competitive intelligence.
• Advise on pricing trends.
• Forecast market shifts in commercial roofing.

Required Experience

• 10+ years commercial construction sales.
• 5+ years sales leadership.
• Demonstrated experience building a sales process from scratch.
• Experience managing marketing functions.
• Strong financial literacy (understands GP, EBITDA, backlog).
• Commercial roofing experience strongly preferred.

Benefits

• Competitive compensation package
• Comprehensive training and development opportunities
• Health insurance and other benefits are available after the probationary period
• Opportunities for career advancement within the company

Company 401(k) match

• Unused PTO payout
• Community outreach
• Annual family day events
• Profit-Sharing Program