Miami-Fort Lauderdale Area
I’ve spent more than 20 years in sales and over 15 years leading sales teams. Today, I’m the VP of Sales at MasonHub, where I lead revenue growth for a fulfillment company supporting premium beauty, fashion, and wellness brands. I’m also the creator of Buyer Coding™, a sales framework built around one belief: The more clearly you understand how someone makes decisions, the more effectively you can influence one. Buyer Coding™ helps salespeople identify five distinct buying methodologies and adapt their questions, communication, and sales process accordingly. It came from years of leading teams, coaching deals, and watching good salespeople lose opportunities they believed they were going to win. They were often saying the right thing to the wrong buyer. My work sits at the intersection of sales leadership, decision science, buyer psychology, and real-world execution. I write and speak about sales leadership, complex B2B sales, decision confidence, decision risk, buyer psychology, eCommerce, fulfillment, and the human advantage in an AI-driven sales environment. I also host Read the Room with Rich, a podcast about decoding what people mean, not just what they say. Sell the way buyers decide.
Lead the sales and marketing organization and revenue strategy for MasonHub, a premium fulfillment partner supporting high-growth beauty, fashion, wellness, and consumer brands. My role includes: ➥ Leasing the organization through record growth YoY in new business revenue ➥ Owning new business strategy, pipeline development, forecasting, and revenue performance ➥ Leading and coaching a full-cycle sales team across inbound, outbound, partnerships, and complex enterprise opportunities ➥ Building repeatable sales processes for qualification, discovery, decision risk, and late-stage deal execution ➥ Partnering cross-functionally with operations, finance, product, marketing, and executive leadership ➥ Supporting complex D2C, retail, wholesale, Amazon, and international fulfillment opportunities ➥ Helping premium brands evaluate fulfillment partners based on scalability, operational risk, customer experience, and long-term fit I also developed and implemented Buyer Coding™ synergistically with SPICED sales process to help the team better understand how each buyer type evaluates risk, builds confidence, and makes decisions.
ShipBob is a global omnifulfillment solution used by 7,000+ brands to ship orders from everywhere their customer's shop. As the Enterprise Sales Director, I am accountable for leading a 8-member Mid-Market/Enterprise Sales team and a 4-member Business Development team to oversee all sales operations at the strategic, tactical, and granular levels. To carry out my mandate, I develop key strategies to optimize the mid-market conversion rate, maximize adoption of sales best practices, and deliver against key revenue, growth, and KPI objectives. Among my accomplishments, I have: ➥ Led 4 high-performing Senior Account Executives to gross $46M in new revenue on a book of $115M since 01/2022. ➥ Attained the Presidents Club Award for delivering 140% over quota. ➥ Trained team members to employ a consultative, solution-driven, and partnership-based approach for optimal bottom-line impact. ➥ Scaled mid-market conversion from 7% to 21.5% in under 1 year. ➥ Led a suite of process improvements to enhance the team’s contribution margin from 5% to 14%. ➥ Streamlined time-to-revenue by 51 days. ➥ Partnered with Marketing to develop a pitch deck and Mid-Market-specific content that effectively capture the company’s value proposition. ➥ Created the organizational Win Doc to effectively rally staff around the corporate mission. ➥ Built productive, high-touch relationships with key accounts representing $2M to $50M in annual revenue; provided a white-glove customer experience to drive long-term brand loyalty. ➥ Produced and presented weekly updates to the C-suite team during business reviews.
As Head of Sales, I was responsible for leading a 52-member Sales and Marketing team to generate sales of ShipMonk’s inventory management solutions. I collaborated with cross-functional onboarding, support, engineering, warehouse, and logistics staff to capitalize on revenue opportunities and drive customer retention across all departments. Some of my additional contributions include: ➥ Built, trained, mentored, and managed a self-directed team of marketing representatives, sales professionals, and sales managers. ➥ Led the team to deliver over $30M in net new revenue in under 1 year. ➥ Designed a consultative sales process for team members. ➥ Scaled the conversion rate from 19% to 29% in 1 year. ➥ Established KPIs and OKRs to provide visibility into sales performance for all Sales Managers. ➥ Managed and professionally developed a new team of 8 Business Development Representatives and 5 Sales Managers; provided them with a strong foundation in sales best practices. ➥ Routinely intervened to repair frayed relationships, eliminate friction points, and save accounts from potential closure. ➥ Partnered with the Salesforce Administrator to analyze key data points, enhance the effectiveness of customer outreach campaigns, and funnel quality leads to the Sales team. ➥ Managed the Revenue Department’s monthly and annual budget to ensure the optimal allocation/utilization of departmental resources. ➥ Cultivated high-touch relationships with key accounts representing $6M+ in annual revenue to secure contract renewals and extensions. ➥ Led vendor negotiations with LinkedIn Navigator, Lusha, Outreach, and Salesforce to modernize the tech stack. ➥ Established a cadence of weekly Revenue Department sales meetings to align strategies. ➥ Built mentor-mentee relationships with 5 Sales Managers; provided ongoing coaching to close knowledge or skill gaps. ➥ Worked with HR to source, evaluate, and recruit up to 39 highly qualified, best-fit talent of all levels.