Vice President, Customer Value & Growth

Job Description

ABOUT THE COMPANY


URUS is a family of businesses at the heart of the dairy and beef industry - Alta Genetics, GENEX, Genetics Australia, Leachman Cattle, Jetstream, PEAK, SCCL, Trans Ova Genetics, and VAS. Each organization has its own unique identity, products, and services. Together, these companies work globally to provide cutting-edge dairy and beef genetics, customized reproductive services to maximize performance, and management software and solutions that help cattle reach their full genetic potential while increasing dairy and beef operation profitability. URUS operates nine brands in a matrix structure and employs approximately 2,800 people.


THE OPPORTUNITY


You believe that trusted, resourceful consultative sales teams are the linchpin between brand value and customer success-and you want to lead this belief into business reality.


The Vice President, Customer Value & Growth is a key leader within URUS Commercial Operations, responsible for transforming value creation, customer centricity, and collaboration principles into sustainable, strategic growth capabilities and outcomes through high-performing branded sales teams.


This role leads the global adoption and continuous improvement of a robust commercial flywheel, serving as the connective tissue across functions, brands, marketing, and sales leadership to unlock total customer growth potential. The role partners closely with URUS leaders to embed a global cadence of execution and a consistent way of working across commercial teams.


The VP advocates a strong front-line focus-driving data-driven decision making, streamlining sales processes, improving pipeline health, optimizing performance and productivity, and advancing innovation in go-to-market, account coverage, and sales effectiveness models. This role serves as the central architect and conductor of the global sales operating rhythm and is a key driver of commercial effectiveness at scale.


PRIMARY RESPONSIBILITIES


• Own and lead a global commercial excellence program utilizing flywheel principles, embedding it into day-to-day commercial operations to drive repeatable and measurable performance improvements.


• Establish governance models and operationalize each flywheel stage by aligning direct and indirect commercial stakeholders (Sales, Marketing, Brand, Finance, Business Development, and Functional Teams) to clear responsibilities and execution rhythms.


• Foster a culture of data-driven decision making, operational excellence, and continuous improvement by defining KPIs, measuring performance, and building reporting cadences.


• Serve as the global owner of commercial transformation initiatives, translating Chief Commercial Officer strategy into prioritized initiatives that support growth, resource optimization, and enhanced customer experience.


• Drive global consistency while enabling regional execution; act as a trusted advisor and coach to leaders and sellers at all levels on commercial discipline, systems usage, process adoption, and operational rigor.


• Act as the connective tissue across the global commercial organization, ensuring clarity, coordination, and shared priorities.


COMMERCIAL ACTIVATION & CONVERSION


• Build and operationalize a global customer insights capability, ensuring internal data and market intelligence directly inform account planning and commercial prioritization.


• Own the demand-to-pipeline engine in partnership with regional marketing teams, including demand generation strategies, lead scoring, and qualification standards that maximize total addressable market coverage and accelerate high-value opportunities.


• Oversee activation programs that convert engaged buyers into customers, including digital journeys, proof-of-value frameworks, pilots, and workshops, while driving customer loyalty.


• Drive alignment across marketing, commercial leadership, and branded sales teams to ensure effective buyer journeys, opportunity advancement, and high-quality pipeline flow.


• Translate insights into action by producing value forecasts, customer performance benchmarks, and prioritized growth opportunities, reinforced by win/loss analysis and post-sale feedback loops.


• Partner with Sales Leadership to embed value metrics into pipeline qualification, forecasting, and compensation models.


COMMERCIAL ENABLEMENT


• Partner with Brands and Marketing to develop clear, differentiated, and evidence-based value propositions by segment, product, and region, aligned to brand strategy and measurable business outcomes.


• Build scalable enablement systems that strengthen sales belief, skills, and execution, including global training programs, playbooks, and coaching frameworks supported by proof points and assets.


• Collaborate with digital and marketing teams to create a customer value performance management system that identifies risk, opportunity, and churn indicators early and feeds insights into customer expansion and share-of-wallet strategies.


• Ensure robust frameworks exist to measure performance, adoption, ROI realization, and long-term business impact across the full commercial value flywheel.


• Create a global performance and best-practice replication engine through continuous experimentation, structured knowledge sharing, KPI dashboards, and close collaboration with Commercial Finance, People & Learning, Product, and Digital teams.


ORGANIZATIONAL ALIGNMENT & POSITION LOCATION


• This position reports to the URUS Chief Commercial Officer.


• The role is based in Madison, Wisconsin.


• The position requires significant global travel.


ROLE BOUNDARIES & OPERATING PRINCIPLES


• Commercial Sales Operations owns the global sales process, operating rhythm, execution standards, and commercial enablement content.


• Commercial Finance owns financial modeling, pricing analytics, profitability assessments, and revenue forecasting interpretation.


• People & Learning owns the design and delivery of training programs, partnering closely to ensure aligned execution and global consistency.


• Central Marketing owns URUS-wide brand architecture, enterprise messaging, demand frameworks, marketing technology governance, and measurement standards.


• Brand Marketing owns market-specific campaign execution, customer-facing content, localization, and tactical go-to-market activation.


This role ensures alignment across Central Marketing, Brand Marketing, and Commercial teams by operationalizing marketing-to-sales handoffs, embedding marketing tools into commercial workflows, and maintaining clarity between strategy ownership and execution discipline.


REQUIREMENTS


• Bachelor's degree required; MBA or advanced degree preferred.


• 5+ years of progressive experience in Sales Operations, Commercial Excellence, Revenue Operations, or related roles.


• Significant experience working in global or multi-regional organizations.


• Proven track record of building or scaling global sales operating models.


• Demonstrated success leading large-scale transformation and sales process improvement initiatives.


• Strong background in CRM governance (Salesforce or similar) and commercial analytics.


• Executive presence with the ability to influence at all levels globally.


• Strategic thinker with a hands-on, execution-oriented approach.


• Strong cross-functional leadership and stakeholder management skills.


• High degree of ownership, accountability, and follow-through.


• Ability to simplify complex topics and drive alignment across regions.


• Deep expertise in CRM platforms, analytics tools, and commercial technology stacks.


• Strong analytical, data modeling, and problem-solving capabilities.


• Comfort designing and managing commercial KPIs, forecasting, and performance metrics.

About Us

As a holding company with cooperative and private ownership, URUS is a family of businesses at the heart of the dairy and beef industry - Alta Genetics, GENEX, Genetics Australia, Leachman Cattle, Jetstream, PEAK, SCCL, Trans Ova Genetics and VAS. Each organization has its unique identity, products, and services. These companies work globally to provide cutting-edge dairy and beef genetics, customized reproductive services to maximize conceptions, dairy management information to take producers to the frontline of progressive dairy farming, and an array of products and services to help bovines reach their full genetic potential. URUS has 9 brands in 17 retail countries and employs nearly 2,800 people globally.