Director of Sales & Marketing

At Forge we are enabling the energy transition by building an entirely new kind of HVAC company from the ground up. Heat pumps are the future of home heating and cooling, and we’re on a mission to bring them to every home in Greater Boston (and beyond). To do that, we’re building our own team of top-notch installers as well as the ops team to keep everything running smoothly. We’re a startup, so things move fast, stuff changes, and we figure it out as we go.

We’re looking for a hands-on Director of Sales & Marketing to own our growth engine end to end. This role leads demand generation, sales performance, and revenue operations—driving qualified leads, improving conversion, and building scalable processes in HubSpot. You’ll manage and develop a growing sales team, partner closely with leadership, and shape how our brand shows up in the market as we scale our heat pump business.

We anticipate the pay range for this role to be a base of $130k-180k/year with a target overall income between $180k-$250k, depending on experience.

What You’ll Own

1) Lead generation & pipeline growth

• Own lead volume and quality across channels (paid search/LSA if applicable, SEO, local listings, partnerships, referral programs, email/SMS, direct response).
• Manage agency performance and budgets; set clear KPIs, briefs, and creative/testing priorities.
• Improve conversion through better landing pages, booking flows, speed-to-lead, and follow-up.

2) Team leadership & performance

• Lead and coach a 5+ person sales team, plus an internal marketer and external agencies.
• Set clear goals, expectations, and weekly operating rhythms (1:1s, pipeline reviews, call coaching, team meetings).
• Recruit, onboard, and develop talent as we scale.

3) Sales & marketing operations (HubSpot + process improvement)

• Own HubSpot administration and adoption: lifecycle stages, pipelines, lead routing, SLAs, automation, templates, reporting, and data hygiene.
• Build and continuously improve the end-to-end revenue process: inquiry → booking → estimate → close → handoff → follow-up.
• Establish reliable attribution and dashboards that the team actually uses.

4) Sales enablement

• Maintain and improve sales playbooks, talk tracks, objection handling, discovery checklists, and follow-up sequences.
• Partner with sales leaders/reps on call reviews, win/loss insights, pricing/packaging guidance (where relevant), and training plans.
  Ensure the team has the right collateral and tools (case studies, one-pagers, proposal templates, email sequences).

5) Brand marketing

• Own brand consistency across web, reviews/reputation, social presence, and customer communications.
• Develop messaging that reflects our value and differentiators, and ensures consistency across campaigns and sales conversations.

Success Metrics (example KPIs)

• Qualified leads per week/month; cost per qualified lead (where applicable)
• Lead-to-booked rate; speed-to-lead; contact rate
• Opportunity-to-close rate; sales cycle time; average deal size / average ticket
• Pipeline coverage and forecast accuracy
• HubSpot data completeness, stage hygiene, and reporting reliability
• Brand/reputation metrics (review volume/rating, referral rate, direct traffic growth)

What We’re Looking For

• 7–10+ years in sales/marketing leadership roles (service business experience a plus; HVAC/home services a plus)
• Proven ability to drive pipeline results
• Strong demand gen instincts and ability to manage agencies and budgets
• Deep hands-on experience with HubSpot (pipelines, automation, reporting, lifecycle stages)
• Process-oriented operator: can design, document, roll out, and enforce workflows
• Clear communicator who can align Sales, Marketing, and Delivery around shared goals

Bonus/Nice To Have

• Local SEO / reputation management experience (GBP, reviews, local landing pages)
• Call center / appointment-setting optimization experience
• Fam