Head of Sales - Ground Control Coffee

$140,000 - $280,000 yearly
  • Voga Coffee
  • Hybrid
  • May 14, 2024
Full time Executive Sales/Business Development

Job Description

Location: Oakland, CA. This position is open to remote candidates. Travel up to 15% of the time may be required for this role.


Company Overview:

Ground Control designs and manufactures the most innovative and high-performance commercial brewers in the world. Our award-winning Cyclops is already powering the coffee programs at hundreds of cafes and other coffee retail operations, both in the US and abroad. Our newest brewer, with a smaller footprint and more accessible pricing, was just awarded Best New Product 2024 by the Specialty Coffee Association. This brewer will bring us a new level of scale as a truly global product. 

We are a small but mighty team of technical, operational, and financial experts, focused on improving the coffee quality and business outcomes of coffee operators. 


About the job:

Your overall job is to maximize the company’s revenue performance, with both immediate impact and over the course of many quarters and years. There is significant latitude for the right candidate to define their approach.  The team has developed great products with good market fit. What we require is an experienced hand to help lock in the fit between customers and our solution. 

This role manages a team, business initiatives to empower that team, and provides strategic insights from the sales perspective at the executive level.

About you:

We’re looking for a committed, high-integrity person to provide leadership to the sales team and vision for the executive team. Ground Control is a small company, so being willing to step forward and do what is required is necessary. 

You should be prepared to hit the ground running and contribute from day one – our business thrives on proactive engagement and continuous improvement. 

While a bias to action is necessary, you'll also have the autonomy to shape the long-term strategy for our business function, contributing to the development of our overall enterprise strategy as a key member of the executive team.

Key Responsibilities:


  • Sales leadership

  • Strategy development

  • Process improvement

  • Cross-functional collaboration


  • Sales Leadership:

    • Provide strategic direction and leadership to the sales team, setting clear goals, quarterly, sales targets, and expectations.

    • Motivate and inspire team members to achieve sales targets and exceed performance metrics.

    • Develop and implement effective sales strategies to drive revenue growth and expand market share.

    • Provide coaching and mentorship to sales team members, fostering their professional development and success.

    • Monitor sales performance and provide regular feedback and guidance to ensure continuous improvement.

  • Strategy Development:

    • Develop and execute comprehensive sales and revenue strategies aligned with overall company goals.

    • Collaborate with the senior management team to define sales objectives and develop strategic plans to achieve them.

    • Evaluate competitive landscape and industry trends to inform strategic decision-making.

    • Continuously assess and refine sales strategies based on performance metrics and market dynamics.

  • Process Improvement:

    • Guide development of CRM implementation and set in place best practice tools for sales automation, lead tracking and metric dashboards. 

    • Identify inefficiencies and bottlenecks in the sales process and develop solutions to streamline operations.

    • Implement best practices and standardized procedures to improve sales efficiency and effectiveness.

    • Utilize data and analytics to measure and track sales performance and identify areas for improvement.

    • Work closely with cross-functional teams to optimize the end-to-end sales process.

    • Continuously monitor and evaluate sales processes to ensure alignment with business objectives and industry standards.

  • Cross-functional Collaboration:

    • Collaborate with other departments, such as operations, finance, and technical services, to align sales efforts with overall company objectives.

    • Serve as a liaison between sales and other departments to facilitate communication and collaboration.

    • Participate in cross-functional projects and initiatives to drive business growth and achieve organizational goals.

    • Foster a culture of teamwork and collaboration across the organization.

    • Communicate regularly with senior management to provide updates on sales performance and strategic priorities.


To succeed at this job, you will: 


  • Provide effective leadership

  • Deliver robust sales growth 

  • Foster the expansion of our core market among independent cafes while strategically entering the realm of enterprise accounts. Refine our Ideal Customer Profile (ICP) and guide our trajectory, including potential expansion into other markets such as hospitality and foodservice. 

  • Develop, refine, and deploy both an inbound and outbound sales strategy. 

  • Partner with other departments in implementation of our ERP. Responsible for overseeing the deployment of sales operations within the new system. 

  • Be ready to establish structure and effectively manage performance metrics. We are seeking someone adept at operating within budgetary constraints and roadmaps. 

  • Contribute to shaping and enhancing the overarching strategy and culture of the company. 

  • Be an excellent internal communicator that understands the value of both tact and truth, and an excellent external communicator who can articulate the Ground Control point of view.


  • 5+ years of experience in sales leadership, preferably in the commercial appliance market, demonstrating a proven track record of success and capacity building. Experience with dealer networks and resellers is a plus.

  • Empathetic, accountable leadership approach, prioritizing the success of the sales team and overall company.

  • A love of process but the ability to make sales happen even when the process is imperfect.

  • Collaborative mindset, demonstrating a sense of ownership and fostering a positive workplace culture.

  • Ability to create and work within budgets and roadmaps, ensuring alignment with business objectives.

  • Tactful and honest internal communications style, with the ability to disagree constructively and commit when needed.

  • While coffee expertise is welcome, it is not required.


Base salary plus meaningful performance incentives. Salary will be based on experience. Total cash compensation range for this position is expected to be between $180,000 and $260,000, but is dependent on performance.

Health and 401K.