Director of Sales

Proformance Builder Solutions is a leading B2B construction services provider, specializing in roofing, siding, and house wrap for new residential construction. Founded in 2016, we have completed over 15,000 roofing installations and have recently expanded our service offerings to meet the growing demands of residential builders across the state. Our mission is to be the safest, quickest, and lowest-cost provider in the industry, delivering high-quality services to builders on time and on budget.

Position: Director of Sales

Reports to: VP, Sales Operations

 Location: Florida (Field-based); home office with frequent statewide travel, with a strong preference for candidates based in Central Florida

Travel Requirement: 50–70% statewide

Role Purpose

The Director of Sales is a high-impact, field-first leader responsible for driving aggressive revenue growth across Florida. This is a hunter's role at its core — you will personally pursue and close new builder accounts while simultaneously building, coaching, and holding accountable for a team of 5–6 Regional Sales Representatives. You thrive in the field, set the standard for relentless prospecting and disciplined execution, and translate that energy into a team culture that wins.

This role sits at the intersection of individual contributor grit and people leadership (60% management, 40% sales). You are expected to carry your own book, develop your team, and partner closely with the VP of Sales Operations to ensure every deal is in the CRM, every forecast is reliable, and every rep is executing with precision.

Key Success Drivers

• Personal and team revenue attainment against quarterly and annual targets
• New logo acquisition — consistent pipeline of net-new builder accounts across Florida
• Team CRM adoption and hygiene at or above company standards (>95%)
• Rep development: measurable improvement in conversion rates, pipeline coverage, and account growth across the team
• Forecast accuracy — minimal surprise variance; clean, stage-accurate pipeline at all times
• Market penetration across target builder profiles: regional production builders, mid-tier builders, and Florida-based national builder divisions

Core Responsibilities

Field Sales & New Business Development

• Personally prospect, pursue, and close new builder accounts across Florida — this is an active hunting role, not a management-only position
• Present bids, scopes, and proposals for roofing, siding, and exterior trades to key decision-makers at target builders
• Build and maintain executive-level relationships with procurement, construction management, and ownership at builder accounts
• Develop and execute a statewide new business development plan aligned with revenue targets and builder profiles
• Conduct regular jobsite visits, relationship meetings, and builder performance reviews

Team Leadership & Performance Management

• Directly manage a team of 5–6 Regional Sales Representatives across Florida
• Set clear performance expectations and hold reps accountable to activity, pipeline creation, conversion, and revenue targets
• Coach reps on prospecting, discovery, proposal delivery, and closing — inspect the work, not just the numbers
• Conduct structured 1:1s, deal reviews, and ride-alongs; develop each rep's individual capability and territory plan
• Recruit, onboard, and ramp new sales talent as the team grows

Pipeline & Forecast Discipline

• Own the team's pipeline health: coverage ratios, stage accuracy, aging, and slippage visibility
• Participate in weekly cadences and QBRs with VP of Sales Operations; come prepared with clean data and clear perspective
• Enforce CRM standards across the team — every account, every activity, every deal logged and current
• Provide reliable weekly pipeline updates and monthly territory forecasts

Market Intelligence & Strategy

• Develop deep knowledge of Florida's residential construction landscape: builder activity, production volumes, competitive dynamics, and pricing trends
• Identify target markets, geographies, and builder segment