Vice President of Sales

Industry: Commercial Roofing (Exclusively Commercial / Low-Slope / Industrial / Retail / Warehouse / Multi-Facility)

Reports To:

CEO

Revenue Scale: $130M–$150M

Location:

Atlanta, GA

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.

• 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.

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

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).

• 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.

• Implement formal bid qualification process.
• Establish minimum margin thresholds.
• Prevent under priced 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.

• 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.

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.

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

• Top 25 Strategic Accounts
• Tier 2 Growth Accounts
• Target Prospect Accounts
• Service Maintenance Accounts

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

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

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

• Formal pre-construction transition meeting.
• Sales-to-Operations documentation…