Vice President of DTC Sales (Hybrid)

Job Description

Job Description

Connect America and our family of brands, including Lifeline, have helped aging individuals and at-risk populations live safely and independently in their homes for more than 40 years. As North America’s largest independent provider of connected care, we deliver a growing portfolio of innovative technologies that help bridge the gap between healthcare providers, individuals, and their care partners. Our easy-to-use solutions support health and safety in a way that leads to enhanced quality of life, earlier interventions, reduced hospitalizations, and peace of mind for an estimated 10 million lives every year. Together, we are enabling independence and redefining the global home healthcare market. 

Connect America has been recognized as one of Philly Happening’s Best Places to Work. Our award-winning customer service team has received the Best Service Award from Today’s Caregiver. In addition, our healthcare division was named Top Ten Home Healthcare Solutions Provider in 2019 & 2020.

At Connect America, we treat all our customers and team members ethically and respectfully, creating relationships built on trust. We work as supportive team members, developing customer solutions in a collaborative manner. If you are a dedicated, compassionate team player, come be a part of an organization that makes a positive difference in the lives of those we serve.

Our headquarters are located close to the city of Philadelphia, in Bala Cynwyd, PA. Learn more at

Purpose

Connect America is seeking a results-driven VP of DTC Sales to lead our direct to consumer (DTC) sales organization, spanning inbound conversion and outbound acquisition and follow-up. This leader will own end-to-end sales performance in a high-volume phone environment, combining rigorous funnel management, coaching systems, and operational discipline with modern lifecycle selling (activation → engagement → upsell/retention).

This role partners closely with Marketing, Customer Service, Product, Analytics, and Operations to improve conversion rates, reduce early churn, and increase customer lifetime value through better offer strategy, timing of outreach, and execution excellence.

• Inbound sales performance, from calls answered through conversion and revenue per call
• Outbound sales production and effectiveness, including dial productivity, contact rate, and conversion
• A repeatable sales performance engine built on coaching, QA, and disciplined execution
• Revenue growth through improved lifecycle selling, including post-activation engagement and upsell

Key Responsibilities

Lead Inbound & Outbound Sales Execution

• Own weekly and monthly performance targets across inbound and outbound sales channels
• Manage daily operating cadence including huddles, performance reviews, and issue escalation
• Align staffing, scheduling, and capacity models to demand and conversion opportunities
• Establish clear expectations for schedule adherence, readiness time, dialing activity, and sales quality

Build a Scalable Performance and Coaching System

• Implement structured coaching using call reviews, QA standards, and script adherence
• Develop frontline sales managers and team leads to drive consistent execution
• Partner with Training and Quality teams on onboarding, certification, and continuous improvement
• Raise the performance floor while scaling best practices from top performers

Optimize Lead, Dialer, and Channel Strategy

• Own outbound strategy including lead segmentation, prioritization, and pacing
• Partner with Operations and Technology on dialer configuration and call routing strategy
• Improve contact and connect rates through experimentation and data-driven tuning
• Collaborate with Marketing on campaign performance, messaging, and routing logic

Drive Lifecycle Selling and Revenue Expansion

• Improve post-sale engagement strategy to generate additional sales opportunities
• Support upsell, bundle, and add-on offerings without increasing early cancellations
• Ensure sales motions align with customer experience and long-term retention goals
• Partner on operational testing and continuous improvement of outreach timing and approach

Forecasting, Planning, and Cross-Functional Leadership

• Own sales forecasting, pipeline visibility, and variance analysis
• Build workforce and capacity plans aligned to growth targets
• Work cross-functionally to improve data visibility, sales tooling, and CRM hygiene
• Act as the senior sales leader for DTC contact center operations in executive forums

Success Metrics (KPIs)

• Inbound sales conversion, answer rate, abandonment, revenue per call, sales per agent
• Outbound dials, contact rate, contact-to-sale conversion, utilization, sales volume
• Sales quality, QA scores, script adherence, and coaching engagement
• Contribution to reduced early churn and improved customer lifetime value

Required Qualifications

• 10+ years of progressive experience leading a sales organization as a senior leader
• Demonstrated experience in AI or automation in Sales, along with web or other lead sources
• Experience in subscription or DTC businesses
• Track record of improving conversion, productivity, and customer outcomes simultaneously
• Demonstrated success leading phone-based contact center sales (inbound and outbound)
• Strong command of metrics-based management and performance coaching
• Experience owning forecasts, staffing models, and revenue delivery at scale
• Proven ability to lead cross-functional initiatives
• Familiarity with modern contact center platforms and CRMs