Vice President of Sales

Mid-South Roof Systems•Forest Park, GA

About The Position

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. The VP of Sales will: 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. Core Mission Build a predictable, disciplined, margin-focused commercial roofing sales organization capable of scaling from $140M to $175M+ without eroding profitability. Primary Objective (First 24 Months) 1. Build the Sales Process from Scratch 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). 2. Implement Pipeline & Forecasting Infrastructure 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. 3. Margin Protection Implement formal bid qualification process. Establish minimum margin thresholds. Prevent underpriced work driven by volume chasing. Integrate Sales with Estimating before pricing commitments. Tie sales incentives to gross profit, not revenue alone. Target: Increase GP from 15.5% to 17%+. 4. Service-to-Capital Strategy 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. 5. External Marketing Oversight 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.

Requirements

10+ years commercial construction sales
5+ years sales leadership
Demonstrated experience building a sales process from scratch
Experience managing marketing functions
Strong financial literacy (understands GP, EBITDA, backlog)

Nice To Haves

Commercial roofing experience strongly preferred

Responsibilities

Design and enforce targeting framework
Define ideal customer profile (ICP)
Identify high-value property types (industrial, retail centers, distribution centers, manufacturing, corporate campuses)
Define geographic and revenue targets
Design and enforce account segmentation
Top 25 Strategic Accounts
Tier 2 Growth Accounts
Target Prospect Accounts
Service Maintenance Accounts
Design and enforce prospecting standards
Weekly activity expectations
Structured follow-up cadence
CRM documentation requirements
Referral generation system
Design and enforce qualification matrix
Project size minimums
Margin viability
GC/Owner payment history
Operational capacity alignment
Risk profile review
Design and enforce proposal & pricing discipline
Standard proposal templates
Margin review before submission
Internal approval matrix
Value-based selling training
Design and enforce handoff protocol
Formal pre-construction transition meeting
Sales-to-Operations documentation checklist
Margin review with Operations leadership
Set annual and quarterly sales targets
Develop vertical penetration strategies
Identify regional growth opportunities
Support strategic negotiations on large projects
Maintain executive-level relationships with top commercial property owners and GCs
Direct and oversee website strategy
Direct and oversee SEO & paid campaigns
Direct and oversee email campaigns
Direct and oversee social media strategy
Direct and oversee event sponsorship
Direct and oversee branding consistency
Direct and oversee lead tracking & analytics
Ensure marketing efforts directly support commercial roofing sales pipeline growth
Recruit high-performing commercial roofing sales professionals
Develop structured onboarding program
Conduct weekly pipeline review meetings
Create sales training curriculum
Implement performance scorecards
Align compensation to gross profit contribution
Participate in strategic planning
Provide competitive intelligence
Advise on pricing trends
Forecast market shifts in commercial roofing