Vice President, Commercial

About This Role

The Vice President of Commercial will provide leadership and direction for Apeel’s Global Commercial Division. They will be accountable for Apeel’s achievement of sales goals through the development and management of Apeel’s commercial and sales strategy and execution. They will build a high-performing commercial team focused on performance excellence and exceeding sales targets and financial objectives.

What You’ll Do

• Prepare market analysis to develop a strategy to identify and segment Apeel’s target markets.
• Determine ideal customer segments that will benefit from and readily purchase our products. 
• Size new opportunities and establish discipline and clear prioritization across the team for who they target and where they spend their time. 
• Determine channel strategies and distribution options to reach the customer most successfully. 
• Develop and train the team on strategies to increase consumer conversion once the initial relationship has been built. 
• Lead the team from strategy development all the way through to execution, collaborating and bringing other teams along. 
• Develop value propositions and define the product strategy by customer segment, region & market. 
• Work collaboratively with our Innovation team on product development and a pipeline to enhance our total addressable market opportunity. 
• Define the unique value, features, and benefits of our products, especially in comparison to other alternatives and competitor options.
• Set the right pricing strategy differentiated by market, value proposition, category, and consumer type. 
• Lead the Marketing team to develop and align messaging, customer programs, PR, and customer engagement strategies.

Sales Strategy & Execution

• Define and communicate goals that drive the right team behaviors and support Apeel in achieving our revenue goals. 
• Structure the Commercial team to target consumer segments effectively, ensure the market is covered, and the sales team is building a strong sales pipeline. 
• Map the customer journey, define sales stages, and implement sales process best practices. 
• Determine and train the team on the most effective sales strategies and tactics, such as events, trade shows, trials, promotions, value sharing, etc. 
• Outline, train on, and establish discipline around sales processes and go-to-market account planning. 
• Be the executive sponsor for external senior executive and C-level customers and partners, including liaison with legal for contract terms and legal agreement negotiations.

Sales Enablement & Operations

• Build an effective and efficient sales organization including roles, responsibilities, goal setting, and business reporting.
• Evaluate, implement, and manage sales tools and technologies such as CRM systems and data analytics tools to enhance sales productivity and effectiveness. 
• Design and lead commercial team onboarding and training development programs essential to the success of the sales organization. 
• Ensuring accurate and timely sales forecasting and reporting. 
• Create and disseminate sales collateral, playbooks, scripts, and demo materials.

What You Bring

• Minimum of 15 years of experience leading a global, positive, disciplined, and motivated enterprise sales team.
• Experience in transformational leadership, adding structure and processes to transform the team and function.
• A referenceable record of successfully building, motivating, and managing a team of sales talent who will succeed and achieve targets. 
• Strong advocacy for the mission of Apeel, with a passion for innovative technologies that resolve important problems for our customers and the industry.
• Proven experience in effective leadership in a fast-moving organization. Agile enough to be strategic and hands-on enough to ensure execution of strategy and connection with customers and employees. 
• Ability to collaborate and influence cross-functional partners to make quick and effective decisions. 
• Prior experience with selling a disruptive technology. 
• The ability to travel often to both domestic and international locations.