Industry: Commercial Roofing (Exclusively Commercial / Low-Slope / Industrial / Retail / Warehouse / Multi-Facility)
Reports To: CEO
Revenue Scale: $130M-$150M
Commercial Roofing ContractorLocation: Atlanta, GA
Position Summary
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.
Detailed Responsibilities
I. Sales Process Architecture
Design and enforce:
A. 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.
B. Account Segmentation
- Top 25 Strategic Accounts
- Tier 2 Growth Accounts
- Target Prospect Accounts
- Service Maintenance Accounts
C. Prospecting Standards
- Weekly activity expectations.
- Structured follow-up cadence.
- CRM documentation requirements.
- Referral generation system.
D. Qualification Matrix
- Project size minimums.
- Margin viability.
- GC/Owner payment history.
- Operational capacity alignment.
- Risk profile review.
E. Proposal & Pricing Discipline
- Standard proposal templates.
- Margin review before submission.
- Internal approval matrix.
- Value-based selling training.
F. Handoff Protocol
- Formal pre-construction transition meeting.
- Sales-to-Operations documentation checklist.
- Margin review with Operations leadership.
II. Revenue & Growth 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.
III. Marketing Oversight
Direct and oversee:
- Website strategy
- SEO & paid campaigns
- Email campaigns
- Social media strategy
- Event sponsorship
- Branding consistency
- Lead tracking & analytics
Ensure marketing efforts directly support commercial roofing sales pipeline growth.
IV. Team Leadership & Development
- 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.
V. Executive Leadership Contribution
- Participate in strategic planning.
- Provide competitive intelligence.
- Advise on pricing trends.
- Forecast market shifts in commercial roofing.
Required Experience
- 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).
- Commercial roofing experience strongly preferred.
Benefits:
- Competitive compensation package
- Comprehensive training and development opportunities
- Health insurance and other benefits are available after the probationary period
- Opportunities for career advancement within the company
- Company 401(k) match
- Unused PTO payout
- Community outreach
- Annual family day events
- Profit-Sharing Program
