Senior Director of Sales

Senior Director of Sales

The Senior Director of Sales owns the day-to-day revenue engine for Cirrus's sign channel. This role leads both the inside (phone-based) and outside (field-based) sales teams, building the processes, discipline, and team culture required to scale a high-performing, quota-driven organization selling to sign shops and franchise sign networks nationwide.

Role Responsibilities

• Lead, coach, and develop a team of inside and outside sales reps selling into sign shops, setting clear quotas, call and activity standards, performance expectations, and growth paths.

• Own the full sales funnel from prospecting through close, ensuring pipeline is healthy, forecasts are accurate, and reps are moving sign shop deals forward with urgency and discipline.

• Execute a territory model as the team scales, including defining geographic coverage, assigning accounts, and standing up new AEs in regions with minimal existing presence.

• Establish and maintain rigorous sales processes including CRM hygiene, pipeline reviews, call coaching, and territory management across both teams.

• Build and maintain a performance culture with a high accountability bar, a bias toward action, and an underdog, win-through-execution ethos.

• Report on sales performance weekly, including pipeline by rep, conversion rates, deal velocity, and forecast accuracy, bringing data and clear recommendations to leadership.

• Identify patterns across wins and losses to continuously sharpen the sales playbook, refine messaging for the sign shop buyer, and improve rep effectiveness.

Role Qualifications

• 7 or more years of progressive sales experience, including at least 3 years managing both inside and outside sales teams.

• Demonstrated track record of hitting and exceeding team revenue targets through disciplined execution, including building out and launching new territories as the team scales.

• Deep fluency in wholesale and reseller sales dynamics, including how to build and manage partner relationships across a distributed network.

• Experience with CRM-driven sales environments and a genuine commitment to data quality and forecast integrity.

• Strong operator with a data-driven mindset and sharp commercial judgment.

• Excellent coaching skills with a track record of developing frontline reps into top performers.

• Ability to sell alongside your team when it matters and credibility to open doors with senior decision-makers.

• Comfort operating in a fast-moving, bootstrapped environment where resourcefulness and ownership are expected.

• Bachelor's degree required.

What Success Looks Like

• A high-performing inside and outside sales team that hits quota consistently and knows exactly what winning looks like every day.

• A healthy, growing pipeline of accounts across both sales motions.

• A team culture defined by urgency, accountability, and pride in execution.

Cirrus Core Values

• Bring Passion: We take pride in our work and bring our BEST to all interactions with our customers and teammates. We encourage rigorous discourse to improve the customer experience each and every day.

• Quality: Quality isn't a catch-all phrase. It is an action plan that requires hard work and focus to achieve. Step by step we strive to build quality into everyday processes and products to achieve our collective success.

• Winning Takes a Team: Show genuine commitment, be flexible, get involved, be reliable, help and support others, and move our company forward.

• Remove Friction: Eliminate roadblocks in the way of smooth operations by promoting and embracing changes geared towards making things easier. Be bold! Don't settle for "That's just the way it is."

• Respect: An individual who communicates and conducts themselves in a polite and positive manner, and encourages others around them to do the same; without judgment of peers regardless of rank, position, age, gender, or race.

• Innovate Every Day: Have the courage to challenge what is perceived as conventional or typical. Be observant of surroundings and outspoken about ideas and changes that will positively impact people.