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.

• 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.

• 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.
• 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 Hub Spot.
• Develop territory strategies that maximize account density and recurring revenue.

• 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.

• 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.

• 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.

• 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.

• 7–12+ years of B2B sales experience within hospitality, food service, 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 food service 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%.

• Ho Re Ca  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

• 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 Ho Re Ca  market.
• Join a fast-growing company where your impact will be visible from day one.

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