SVP, Product Sales

National Restaurant Association•Washington, DC

2d•$275,000 - $300,000•Hybrid

About The Position

The restaurant industry is the second-largest private sector employer in the U.S. and provides pathways to opportunity for Americans from all walks of life—from students just starting their careers to veterans transitioning after years of military service. The National Restaurant Association offers a robust suite of products and partnership opportunities that support excellence in business operations, professional learning, skills development, and certification for hundreds of thousands of foodservice and hospitality establishments that employ this critical workforce. As Senior Vice President of Product Sales, you will shape and execute the sales strategy for our B2B product portfolio and create a high-functioning sales operation to meet ambitious revenue and growth targets in an increasingly competitive market. Reporting to and working closely with the Chief Product Officer, you will lead a team of 38 with 5 direct reports across multiple channels, including restaurant and food service industry, academic, international, career and workforce advancement, and strategic partnerships. This is a high-impact revenue operations role that partners closely with product, marketing, and sales leadership to scale the Association’s reach and position our products as the trusted choice across the restaurant and hospitality industries, both in the U.S. and internationally. The Association is investing in a comprehensive business transformation, and you will have the flexibility and active support of the board and senior leadership to make data-driven improvements to sales team structure and territory design, compensation and incentive models, and pricing and product strategy. As part of this transformation, the Association is making significant technology upgrades to ServSafe, our flagship product suite, strengthening the value proposition for customers and creating new opportunities for growth across the portfolio. By building a more intentional sales enablement approach, you will help the sales team fully capitalize on these improvements with product-specific training and resources to capture greater market share while maintaining stability across major corporate accounts. This is an opportunity to lead the next phase of go-to-market strategy for our $100 million organization by translating the Association’s unique assets—gold-standard training and certification products, regulatory influence, and deep subject-matter expertise—into needs-based sales approaches customized per product and customer segment. We are partnering with an executive search firm on this critical role. Please use the link below to formally apply directly to Staffing Advisors. SVP, Product Sales How You’ll Make an Impact Success in your first 1-2 years will be demonstrated by measurable progress across revenue growth, pipeline performance, market expansion, and sales team effectiveness. Priorities include: Structure the sales organization to align with the product portfolio with clear roles for new business development and account management and redesigned territory assignments. Develop a performance-based compensation plan that incentivizes new customer acquisition and expansion of existing accounts Leverage existing data infrastructure to track pipelines, performance, and forecasts in real time, improving accuracy, visibility, and close rates. Establish consistent KPIs and reporting so teams can move opportunities forward efficiently. Clarify and formalize sales methodology, competitive positioning, and customer engagement strategy. Establish a consultative selling approach that reflects product value and customer segment. Develop enablement frameworks to help reps differentiate across the portfolio and sell effectively. Strengthen pricing integrity and resolve any inconsistencies across the customer base. Develop and test alternative pricing models, including subscription or library-based options beyond per-seat pricing.

Requirements

15+ years of progressive sales leadership experience, including senior executive responsibility for revenue growth and sales operations.
Bachelor’s degree required; MBA or advanced degree preferred.
Proven success driving revenue growth in learning technology, certification, workforce development, compliance, and/or SaaS-based product organizations.
Demonstrated ability to build, lead, and scale high-performing sales organizations, including hiring, developing, and retaining diverse teams.
Strong strategic and operational acumen, with experience translating growth strategy into sales structure, territory design, compensation models, and execution plans.
Deep experience using CRM systems, analytics, and performance metrics to manage pipeline, forecasting, pricing, and productivity.
Experience designing and leading customer acquisition, account management, and customer success models across the full customer lifecycle.
Strong financial and commercial judgment, including ownership of multimillion-dollar revenue streams.
Executive-level communication, negotiation, and storytelling skills, with the ability to influence senior leaders, boards, partners, and key customers.

Nice To Haves

Familiarity with digital learning platforms, credentialing environments, and the restaurant or hospitality industry is a plus.

Responsibilities

Develop and lead the sales strategy to achieve ambitious revenue and growth targets.
Partner with the executive team on go-to-market strategy, pricing models, and new market expansion.
Align sales priorities with product, marketing, and customer success to ensure consistent market messaging and customer experience.
Partner with Product, Marketing, and Sales leadership to build compelling value propositions, positioning, and messaging.
Develop sales enablement materials and training to support sales teams.
Ensure consistent product narratives across marketing campaigns, sales pitches, and customer touchpoints.
Own the sales P&L, forecasting, and pipeline management.
Establish scalable sales processes, metrics, and performance accountability.
Identify and cultivate strategic partnerships, distribution channels, and alliances.
Design and/or enhance approaches to new customer acquisition (hunting), current customer expansion (farming), and former customer win-back.
Build, mentor, and inspire a high-performing sales organization across all sales functions.
Set clear performance expectations by coaching and developing sales leaders to deliver consistent results.
Foster a culture of collaboration, accountability, and continuous improvement.
Define and manage a scalable compensation model for rewarding high performance for sales team members.
Act as a senior ambassador for the Association with customers, industry bodies, and key stakeholders.
Monitor market trends, competitor strategies, and customer feedback to inform sales strategy and product innovation.
Champion customer-centric approaches, ensuring sales solutions align with evolving customer needs.