Director, Sales - SMB (West)

Tripleseat is the leading web-based event management and sales platform designed for restaurants, hotels, and unique venues. Our mission is to simplify and streamline the event planning process, allowing our clients to focus on delivering exceptional customer experiences. We pride ourselves on fostering a collaborative, innovative work environment that encourages growth and development.

The Director, Sales is responsible for leading and scaling Tripleseat’s Account Executives – SMB team, which is focused on driving new business revenue through selling our core product to small and medium-sized restaurant businesses. This role is both strategic and tactical—owning the recruitment, development, and performance of a quota-carrying team while ensuring alignment to key business goals and market opportunities.

This leader champions a “Hospitality First” sales strategy—prioritizing a deep understanding of the hospitality industry and our Ideal Customer Profile (ICP). The Director must ensure that every sales interaction reflects a consultative, empathetic approach grounded in the needs of restaurant operators and clearly articulates how Tripleseat drives operational impact and business value.

The Director is accountable for driving quota attainment, improving average sales price (ASP), KPI analysis and supporting the rollout and adoption of new go-to-market programs. This high-impact, field-facing leadership position requires strong sales acumen, coaching ability, and deep operational insight.

Location:

This position is open to remote candidates eligible to work in the United States, but managing a team of Account Executives covering the West Coast.

Travel Expectations:

If the ideal candidate is located outside the Concord, MA area, they will be required to complete initial onboarding at our Concord, MA office, followed by quarterly in-office visits. Will require 25-50% travel to support sellers in the field, participate in industry events, and strengthen customer relationships.

Core Responsibilities

• Build, lead, and retain a team of high-performing Account Executives – SMB, with full accountability for hiring, onboarding, coaching, and development.
• Drive revenue through consistent pipeline conversion, average deal size growth, and rep productivity across the team.
• Foster a team culture grounded in “Hospitality First”, ensuring every seller understands the unique needs, challenges, and buying behaviors of our restaurant ICP.
• Deliver clear sales coaching on discovery, positioning, objection handling, and ROI-based closing strategies aligned with our core product value.
• KPI management across all aspects of the Sales Process
• Establish strong pipeline discipline and forecasting accuracy using Salesforce and related sales tools.
• Lead the rollout and adoption of new sales programs, pricing models, messaging updates, and go-to-market strategies.
• Partner with Sales Enablement and Revenue Operations to implement playbooks, improve onboarding, and support continuous development.
• Collaborate cross-functionally with Marketing, Product, and Customer Success to ensure ICP alignment, seamless handoffs, and feedback loops that improve the customer experience.
• Conduct weekly 1:1s, deal strategy sessions, forecast reviews, and team meetings reinforcing accountability, execution, and results.
• Other related duties as assigned
  
  

Knowledge, Skills, And Abilities Required

• Proven success managing full-cycle sales teams in a high-velocity SaaS model.
• Strong experience recruiting, coaching, and developing quota-carrying Account Executives.
• Deep understanding of ICP definition, buyer personas, and restaurant-industry dynamics, particularly in the SMB segment.
• Demonstrated ability to increase revenue, improve average sales price, and drive scalable sales execution.
• Strong familiarity with Salesforce and data-driven approaches to managing team performance, forecasting, and pipeline health.
• Expertise in sales strategy, program adoption, and performance optimization.
• Excellent interpersonal, coaching, and communication skills.
• The ability to lead through ambiguity and drive results in a high-growth, fast-paced environment.
• Collaborative mindset with experience working cross-functionally to align GTM strategy.
• Preferred Experience
• 5+ years of SaaS sales leadership experience, including at least 3 years managing quota-carrying AEs in an SMB model.
• Track record of exceeding team quotas and implementing scalable sales programs.
• Prior experience in hospitality tech or service-based industries is strongly preferred.
• Experience with sales enablement platforms, CRM reporting, and forecasting tools.
• Bachelor’s degree in Business, Marketing, or related field required; MBA or advanced degree preferred.