Sales Director

On behalf of our client, a developer of premium cold brew coffee solutions that

enable hotels, restaurants, cafés, and other hospitality operators to deliver exceptional coffee with speed, consistency, and minimal operational complexity. We are seeking a Sales Director to

lead the growth within the hotel, restaurant, and café (HORECA) market across the United States.

This is a player-coach role. our candidate of choice will personally manage strategic sales opportunities while building, coaching, and developing a growing team of Account Executives. The chosen professional will be responsible for creating pipeline, improving forecasting accuracy, establishing sales discipline, and helping define the commercial playbook that will scale the company nationally.

MAKING AN IMPACT

Sales Leadership

• Lead and develop a growing team of Account Executives.
• Establish clear performance expectations, accountability, and coaching rhythms.
• Conduct regular pipeline reviews, deal strategy sessions, and forecast meetings.
• Recruit, onboard, and develop future sales talent.
• Foster a high-performance, customer-focused sales culture.

Strategic Sales

• Personally manage high-value and strategic hospitality opportunities.
• Build relationships with hotel ownership groups, restaurant groups, hospitality operators, and strategic partners.
• Support complex negotiations and executive-level customer presentations.
• Assist Account executives with key opportunities throughout the sales cycle.
• Help accelerate strategic national and regional accounts.

Pipeline & Revenue Growth

• Build predictable pipeline generation processes.
• Drive outbound prospecting discipline across the sales organization.
• Improve opportunity qualification and sales conversion.
• Ensure accurate forecasting and pipeline management within HubSpot.
• Develop territory strategies that maximize account density and recurring revenue.

Sales Process & execution

• Refine and standardize the sales methodology.
• Develop playbooks, sales tools, pricing guidance, and objection handling.
• Improve demo effectiveness and customer onboarding processes.
• Shorten sales cycles through disciplined execution and consistent coaching.
• Partner closely with Marketing and Product to improve commercial effectiveness.

Market Development

• Identify high-potential hospitality segments and geographic expansion opportunities.
• Build relationships with industry influencers, consultants, and strategic partners.
• Represent company at hospitality conferences, trade shows, and customer events.
• Develop reference customers that accelerate adoption in new markets.

Voice of Customer

• Serve as the commercial voice of the customer within the company.
• Provide leadership with competitive insights, pricing, customer feedback & market trends.
• Help prioritize product enhancements and commercial initiatives based on customer demand.
• Continuously improve messaging, positioning, and sales enablement materials.

ABOUT YOU

• You are an experienced commercial leader who enjoys building businesses.
• You know how to create pipeline, close complex opportunities, coach salespeople, and build repeatable processes that scale.
• You believe great sales leadership starts in the field. You're comfortable joining customer meetings, delivering product demos, helping negotiate complex deals, and coaching reps in real time.
• You thrive in startup environments where resources are limited, expectations are high, and every hire, customer, and process matters.
• You are equally motivated by winning strategic accounts and helping your team succeed.

WHAT YOU BRING

• 7–12+ years of B2B sales experience within hospitality, foodservice, beverage equipment, restaurant technology, or related industries.
• 3–5+ years leading sales teams in high-growth or entrepreneurial environments.
• Demonstrated success managing both individual sales responsibilities and people leadership.
• Experience selling into hotels, restaurants, cafes, hospitality groups, or foodservice operators.
• Strong forecasting, pipeline management, and CRM discipline.
• Experience hiring, coaching, and developing high-performing sales professionals.
• Excellent executive communication and presentation skills.
• High ownership mindset with the ability to operate independently.
• Willingness to travel approximately 40–50%.

MEASURING SUCCESS

• HoReCa revenue growth
• Machine placements and recurring consumables revenue
• Pipeline creation and pipeline coverage
• Forecast accuracy
• Win rate and sales cycle efficiency
• Account executive productivity and quota attainment
• New strategic accounts acquired
• Sales team hiring, onboarding, and retention
• Development of scalable sales processes and playbooks

WHY JOIN US ?

• Build one of the company's most important commercial functions.
• Lead the expansion of an innovative hospitality platform with significant recurring revenue.
• Work directly with executive leadership to shape sales strategy and organizational growth.
• Hire and develop the next generation of commercial talent.
• Help define how the company scales nationally across the HoReCa market.
• Join a fast-growing company where your impact will be visible from day one.

Job Location:

• Ideally located in the greater New York City metro area (NJ or CT secondary preference)