Senior Sales Director

Cirrus Systems, Inc. • Dallas, TX

3d • Onsite

About The Position

The Senior Director of Sales owns the day-to-day revenue engine for Cirrus's sign channel. This role leads both the inside (phone-based) and outside (field-based) sales teams, building the processes, discipline, and team culture required to scale a high-performing, quota-driven organization selling to sign shops and franchise sign networks nationwide.
This role is fully on-site in our Dallas office. Our Team thrives on in-office collaboration and real-time work, with standard hours Monday through Friday.

Requirements

• 7 or more years of progressive sales experience, including at least 3 years managing both inside and outside sales teams.
• Demonstrated track record of hitting and exceeding team revenue targets through disciplined execution, including building out and launching new territories as the team scales.
• Deep fluency in wholesale and reseller sales dynamics, including how to build and manage partner relationships across a distributed network.
• Experience with CRM-driven sales environments and a genuine commitment to data quality and forecast integrity.
• Strong operator with a data-driven mindset and sharp commercial judgment.
• Excellent coaching skills with a track record of developing frontline reps into top performers.
• Ability to sell alongside your team when it matters and credibility to open doors with senior decision-makers.
• Comfort operating in a fast-moving, bootstrapped environment where resourcefulness and ownership are expected.
• Bachelor's degree required.

Responsibilities

• Lead, coach, and develop a team of inside and outside sales reps selling into sign shops, setting clear quotas, call and activity standards, performance expectations, and growth paths.
• Own the full sales funnel from prospecting through close, ensuring pipeline is healthy, forecasts are accurate, and reps are moving sign shop deals forward with urgency and discipline.
• Execute a territory model as the team scales, including defining geographic coverage, assigning accounts, and standing up new AEs in regions with minimal existing presence.
• Establish and maintain rigorous sales processes including CRM hygiene, pipeline reviews, call coaching, and territory management across both teams.
• Build and maintain a performance culture with a high accountability bar, a bias toward action, and an underdog, win-through-execution ethos.
• Report on sales performance weekly, including pipeline by rep, conversion rates, deal velocity, and forecast accuracy, bringing data and clear recommendations to leadership.
• Identify patterns across wins and losses to continuously sharpen the sales playbook, refine messaging for the sign shop buyer, and improve rep effectiveness.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Number of Employees: 1-10 employees