Director, Sales

veritree and Job Overview

veritree is an award-winning climate tech start-up based in Vancouver. Launched in 2021, our technology measures and verifies the impact of global restoration efforts from the ground up. We are on a mission to plant 1 billion verified trees by 2030, collaborating with businesses, planting organizations, and consumers who believe in the transformative power of verified restoration projects to create real and meaningful impact for the planet, nature, and people.

veritree is seeking an experienced and entrepreneurial sales leader to build and scale a predictable, high-performing new customer acquisition function. Reporting directly to our Co-founder, this is a senior leadership opportunity for someone with a proven track record of building and leading full-cycle sales teams, and developing the people, processes, and strategies needed to drive sustainable revenue growth.

In 2027, you will own veritree's new customer acquisition targets, driving new logo growth and AE-led expansion across our network of 350+ brand partners.

You will lead two closely connected teams:

• Business Development: Currently 6 BDRs, supported by Team Leads, with plans to hire 4 additional BDRs. This team generates qualified pipeline through targeted outbound prospecting and in-person events.
• Account Executives: Currently 4 AEs, responsible for generating pipeline and converting opportunities into revenue through discovery, solution development, proposals, negotiation, and closing.

You will also lead our GTM Engineer, while overseeing sales strategy, forecasting, pricing, compensation, activity goals, and the systems and enablement needed to support both teams.

Working closely with Customer Success, Marketing, and executive leadership, you will help turn high-value target accounts into meaningful partnerships and revenue opportunities.

This is a builder's role within a fast-growing, mission-driven company. You will inherit established teams and a foundation, with the opportunity to shape the next stage of veritree's growth while helping businesses around the world invest in verified nature restoration.

6 and 12 Month Key Outcomes (KOs)

1. Build the team (first 180 days). Hire, onboard, and ramp a new cohort of BDRs with clear ramp plans and productivity targets. Then build the capacity model that tells us when and where to add more BDRs and AEs through 2027.
2. Hit the number (12 months). Deliver our 2027 new business plan across new logos and AE-led expansion of existing partners. You’ll hold pricing and discount authority, protect margin, and run a full-funnel forecast across inbound and outbound that leadership can confidently plan around.
3. Fill the pipeline and convert it (12 months). Grow qualified pipeline meaningfully while improving win rate, deal size, and sales cycle. Protect the motion that works today with brands already investing in nature, and open new ground: carbon buyers, values-led companies, and brands ready to move on from their current planting partner. Turn our Foundation grants channel into a repeatable source of funding.
4. Launch something new (12 months). Co-sell our new AI-native impact platform alongside our Co-founder, bring our first external customers live, and build the playbook that lets the wider team sell it at scale.
5. Build the system (12 months). Own GTM strategy, account targeting, sales process, and stage definitions. Set an annual comp plan with quarterly quotas that reps understand and trust. Keep the CRM clean enough that the forecast is real. Partner with Marketing on pipeline sources and lead handoff, and with Customer Success on clear rules for expansion.
6. Make every rep better (ongoing). Coach consistently using call-scoring framework, raise the bar without burning people out, and keep great people. Ship AI-powered prospecting, enrichment, and deal-intelligence workflows that measurably increase output per rep.
   

What You'll Do

Team Leadership & Development

• You will lead, coach, and develop the full new-business sales team: the BD team (including the Team Leads who manage the Foundation, Carbon, and Outbound teams), the Account Executive team, and our GTM Engineer.
• You will own hiring end to end for both BDRs and AEs: job descriptions, hiring design and decisions, onboarding, ramp, and ongoing performance management (including performance plans and calibrations with People Operations), starting with the immediate addition of 4 BDRs.
• You will own the decision and business case for adding AE capacity, with budget available in 2027 when the investment is justified.
• You will set individual and team goals, run cadenced 1:1s, pipeline reviews, and deal reviews, and build a culture that is both high-accountability and high-support.
• You will design and maintain the compensation architecture for both teams: base and variable structure, BDR meeting and pipeline bonuses, AE quotas, commission rates, accelerators, and SPIFs, team incentives, and Team Lead structures.
• You will own org and pod design as the team scales, including BDR-to-AE alignment (pods, territories, or segments), evolving the structure to match where the business is going.
• You will build the team's evolving sales capability as the product portfolio expands, coaching BDRs and AEs to solution-sell to champions, run qualifying and discovery calls, navigate multi-stakeholder buying groups, and convert events into pipeline, moving beyond today's single-solution sale.

New Customer Acquisition & GTM Strategy

• You will own the new-business go-to-market strategy across all motions: account-based targeting of strategic accounts and their CSR and ESG decision-makers, net-new prospecting into new industries and verticals through Traditional Outbound, AE-driven expansion of existing customers, and the Foundation grants channel.
• You will own pricing and discounting for new business, with full authority over deal pricing and accountability for both topline revenue and margin targets.
• You will define and own the sales process and methodology from first touch to close: qualification criteria, deal stages and exit criteria, mutual action plans, proposal and pricing guidelines, and deal desk and discounting guidelines.
• You will evaluate and evolve the NCA go-to-market strategy using current market trends and analysis of existing Closed Won and Closed Lost deals, doubling down on the segments and plays that convert, redirecting away from those that do not, and shortening a sales cycle that has lengthened over the past year.

Enablement, Revenue Operations & GTM Engineering

• You will lead the team's AI and GTM engineering agenda, directing our GTM Engineer to build AI-powered prospecting and enrichment, deal intelligence, automated per-rep performance reporting, and workflow automation that scales the team's output.
• You will own the sequence library, outreach templates, discovery and demo frameworks, proposal templates, onboarding programs, and vertical playbooks.
• You will partner with Operations to spec reporting, define deal-stage workflows, and build CRM (HubSpot) views for targeting, prioritization, pipeline management, and forecasting.
• You will own the full-funnel sales forecast, from outbound pipeline through closed-won, and the methodology behind it.

Cross-Functional & Executive Partnership

• You will drive alignment across Sales, Marketing, Customer Success, Product, Operations, and Finance on revenue priorities, capacity, and customer commitments, ensuring sales plans reflect what teams can deliver and support.
• You will partner with Marketing, which owns inbound and event setup, while your BDRs own working events and converting them into pipeline. You will also partner on ABM, content, and the event approval workflow between Sales and Marketing.
• You will own clean, well-defined handoffs from BDRs to AEs, and from AEs to Customer Success and Partnership Managers for onboarding and renewal, and work with Customer Success to surface AE-led expansion opportunities.
• You will partner with Product and leadership to bring new products to market, feeding customer and deal insight back into packaging, pricing, and roadmap.
• You will work directly with our Co-founder and Head of Partnerships and the executive team on revenue strategy, forecasting, and high-value account outreach, and report on sales performance to the leadership team.

Pipeline & Revenue Contribution

• You will personally source, advance, and help close strategic, high-value opportunities alongside AEs and executive leadership, including early impact platform deals, modeling the account-based, multi-threaded, champion-led approach for the team.