Vice President, Sales

Emerald

3d • Hybrid

About The Position

The VP of Sales / Brand Leader is responsible for leading the strategic direction, sales, and overall management of Surf Expo and will report to SVP of Outdoor and Sports however will collaborate daily with the Surf Expo Show Director. In this role, the VP of Sales /Brand Leader will oversee the development and execution of event budgets, sales strategies, and operational plans to ensure the growth and profitability of these events.

As a strategic and experienced leader, you will leverage your proven track record in event management, sales leadership, and business development to drive our business forward. This position requires a collaborative mindset, strong leadership skills, and the ability to build and maintain relationships with key stakeholders across the outdoor, Surf, action sports and resort industries.

Requirements

• 8+ years of experience leading a sales team and managing a revenue business of $10M or more.
• Proven experience in B2C digital media sales and strategy. Event experience is a strong plus.
• Expertise using Salesforce to manage a sales team and track sales pacing.
• Proven track record of driving new business and entering new markets or sectors
• Experience building and leading hunter-led sales organizations
• Strong command of CRM and sales enablement tools (Salesforce, Gong, etc.) as performance drivers—not admin tools
• Strategic business planning experience in a leadership position.
• Experience launching new offerings or brands and owning a P&L.
• Strong presence and experience in the outdoor and glamping communities.
• Exceptional communication, interpersonal, and organizational skills.
• Strong research, analytical, and problem-solving abilities.
• Proven ability to motivate, influence, and lead teams in a self-directed, collaborative environment.
• Energized by the opportunity to create lasting, impactful change and drive concrete results.

Nice To Haves

• Event experience is a strong plus.

Responsibilities

• Lead a high-performance, hunter-led sales organization, setting clear expectations around new business generation, pipeline development, and account expansion
• Establish and enforce activity-based performance standards (calls, connects, meetings, pipeline creation) to ensure consistent business development and pipeline health.
• Define and manage sales staff targets, territories, compensation, and incentive programs that motivate desired behavior.
• Own and enforce disciplined use of Salesforce, Gong, A2Z, and HubSpot as non-negotiable tools for pipeline management, forecasting accuracy, and sales effectiveness. Leverage insights from these platforms to coach teams and improve convers
• Drive a consultative selling approach, shifting from transactional booth sales to solution-based packages, sponsorships, and activation-led revenue
• Develop and present sales pacing and strategy updates for upper management.
• Build and maintain relationships with key customers. Take an active role in closing major accounts, pavilions and customers.
• Own and optimize floorplan strategy as a core commercial lever, driving premium placement, rebooking conversion, and revenue yield. Ensure alignment between floor design, customer journey, and monetization opportunities.
• Own full P&L accountability, including revenue growth, margin expansion, and forecasting accuracy
• Build and maintain a clean, reliable pipeline with zero tolerance for gaps or surprises
• Drive performance across key KPIs: new business, retention, rebooking, yield, and NPS
• Partner with finance and leadership on reforecasting and growth scenario planning
• Continuously optimize pricing, packaging, and floorplan strategy to maximize revenue per NSF
• Identify and penetrate new verticals, buyer segments, and international opportunities
• Develop strategic partnerships, associations, and pavilions that unlock new revenue streams
• Actively pursue co-locations, acquisitions, and adjacent market opportunities
• Build a top 50 target account strategy with direct involvement in closing high-value deals
• Serve as a visible industry leader, strengthening the brand’s position and relevance
• Develop and execute data-backed Brand Operating Plans (BOPs), grounded in market data, customer insights, and clear revenue drivers.
• Leverage data, industry insights, and AI-enabled tools to continuously refine strategy and identify growth opportunities
• Oversee the development of show floor plans, exhibitor move-in strategies, and post-event reporting.
• Manage rebooking processes, onsite sales strategies, and client troubleshooting for billing and collections.
• Identify opportunities to introduce new products and services that benefit customers and drive incremental revenue.
• Hire, develop, and manage staff and sales contractors. Manage performance to deliver profitable growth against revenue goals.
• Host weekly sales meetings and 1:1 pipeline management sessions with team members.
• Build a high-accountability, performance-driven culture with clear expectations, measurable outcomes, and no tolerance for underperformance.
• Coach and develop talent with a focus on hunter mentality, commercial acumen, and continuous improvement
• Implement a “raise the bar” talent strategy, ensuring the team has the right skills, mindset, and structure to deliver aggressive growth
• Ensure we have the right skills and structure for organizational health and alignment with strategic goals.
• Develop and monitor budgets, forecasts, and growth plans aligned with the overall strategy.
• Align business goals, processes, resource allocation, and value propositions with strategic objectives.
• Track, monitor, and evaluate results to ensure growth and profitability. Adjust plans as needed.
• Keep leadership informed of industry trends, business climate changes, and relevant data to incorporate into future plans.
• Partner closely with marketing to ensure aligned revenue-driving strategies, including lead generation, audience growth, and conversion optimization.
• Ensure all marketing efforts are measurable, ROI-driven, and directly tied to commercial outcomes.
• Manage attendee marketing and hosted buyer programs aligned to goals and success
• Develop sales materials, packaging, and pitch decks to support the sales team.
• Define customer success and retention strategies, focusing on enhancing the customer experience.

Benefits

• unlimited vacation for exempt employees
• flexible working locations
• 401(k) plan with a company match
• medical/dental/vision coverage with inclusive provisions including transgender services and fertility benefits
• parental and caregiver leave
• dependent, commuter and FSA benefits
• professional development programs like Toastmasters
• mental wellness tools

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Education Level: No Education Listed