Vice President of Sales

msrs Open · verified Sep 24, 2026

Forest Park Full-time VP Sales Leadership

At a glance

Leadership Sales Leadership role at msrs. Forest Park · full-time.

Pay not stated

RoleSales Leadership

SeniorityVP

LocationForest Park

EmploymentFull-time

PostedFeb 25, 2026 · 7mo ago

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

Build and enforce a documented sales playbook covering targeting, prospecting, qualification, pricing, closing, handoffs, and retention
Deploy CRM discipline, weighted forecasts, opportunity tracking, and dashboards that show pipeline and revenue outlook
Protect gross profit by setting bid thresholds, reviewing margins, and connecting sales decisions with estimating and operations
Create a repair-to-replacement selling motion, including roof asset programs, lifecycle training, and recurring revenue goals
Direct external marketing across SEO, paid campaigns, content, email, social, branding, events, and lead attribution

What you bring

At least ten years selling in commercial construction, with commercial roofing experience strongly preferred
At least five years leading sales teams or functions
A track record of building a sales process from the ground up
Experience overseeing marketing responsibilities and understanding GP, EBITDA, and backlog

Who this fits

You’ll suit a senior builder who can create structure, lead commercial roofing sales professionals, and connect sales with estimating and operations. The role reports to the CEO and covers Atlanta, Georgia, with responsibility for executive relationships, recruiting, training, forecasting, pricing, and marketing oversight.

From the employer

Industry: Commercial Roofing (Exclusively Commercial / Low-Slope / Industrial / Retail / Warehouse / Multi-Facility) 

Reports To: CEO 

Revenue Scale: $130M–$150M

Commercial Roofing Contractor Location: 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 margin in key verticals.

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