Director of Sales

Type: Full-Time, Permanent, Direct Hire
Location: Petaluma, CA (Relocation Package Available)
Reports to: CEO
Travel: Regional within Nor Cal

*** Please ensure you read through the entire job posting to better understand the work model, expectations, requirements, location, compensation and qualifications requirements for this role. ***

This isn’t a cushy title with assistants and automatic growth. If you’re looking for easy wins and predictable days, stop reading now. This role demands grit, extreme accountability, and leadership under pressure.

We’re Critical Control, a family-owned disaster recovery company based in California with boots on the ground nationwide. From day one, we’ve focused on delivering exceptional service and building a company we’re proud of. Today, we help residential and commercial clients recover from water damage, fires, and emergencies and are trusted by governments and Fortune 500 companies for complex projects across the country.

With offices in Petaluma and Sacramento, CA, and rapid expansion underway, you’ll join a team driven by strong core values, care for each other, and dedication to clients – making a real impact every single day.

As Director of Sales, you will rebuild our revenue engine from the ground up in a dynamic and evolving market. Your mission: drive $25M in net new revenue over the next 12 months by building a high-performance team, personally managing strategic accounts, and creating scalable systems that turn referrals into revenue.

We are making a strategic shift from consumer-driven emergency response to B2B referral sales, working with insurance brokers, executive general adjusters (EGAs), and facility managers. This transition requires longer sales cycles, higher standards, and relentless follow-through.

If you’re ready to build, coach, sell, and lead at the same time, this is your opportunity to make a significant impact. We want top-tier performers who thrive in this environment.

• Revenue Ownership:
  Personally own $3-5M in annual revenue through 10–15 top-tier adjusters, EGAs, and brokers.
• Referrer Management:
  Build trust with industry professionals controlling large-loss referrals.
• Deal Closing:
  Close 1–2 jobs/month, averaging $400K per job.
• Team Building:
  Hire, onboard, and manage 4 AEs and 4 SDRs.
• Ramp &
  
  Coaching:
  
  Ramp new reps to quota within 90 days; conduct weekly 1:1s, forecast reviews, and real-time coaching.
• Culture & Performance:
  Maintain a culture of performance, feedback, and accountability.
• Systems & Playbooks:
  Create referral playbooks and outbound cadences for brokers, EGAs, and FMs.
• CRM & Attribution:
  Own and enforce CRM hygiene and referral attribution.
• Marketing & CE:
  Build CE strategies, broker events, and ABM campaigns.
• Forecasting & Alignment:
  Forecast revenue across multiple referral channels; partner with operations, marketing, and AR to align delivery with demand.
• Tracking:
  Monitor referral velocity, channel contribution, and margin consistency.

• Proven player-coach with direct experience closing high-ticket B2B deals.
• Experienced in restoration, construction, facilities, or property claims - REQUIRED.
• Relentlessly organized, with the ability to teach process discipline to others.
• Unafraid of rejection and excellent under pressure.
• Obsessed with performance, accountability, and truth over comfort.
• Demonstrated ability to build a sales org from scratch, with full backing from executive leadership.
• Proven track record of building and maintaining from $10m-$50M+ revenue engine and shaping national growth.
• Previously defined the referral playbook for a rapidly scaling company.
• Unwavering ability to work alongside elite operators and field professionals solving real problems daily.

You’ve built and scaled sales teams that deliver big numbers under pressure.
You thrive in a dynamic, gritty, execution-focused environment.
You don’t whine. You win.

You think “busy” equals “productive.”
You prefer titles over targets.
You need someone to tell you what to do.
You want predictable…