Director of Sales

About the role

We're hiring a Director of Sales to lead GolfBack's sales organization and help golf course operators modernize how they grow direct bookings, revenue, and repeat golfer relationships. This is a hands-on sales leadership role for someone who can build pipeline, coach reps, improve sales process, and close business with golf course owners, general managers, directors of golf, management companies, and multi-course operators. GolfBack helps courses take more control of the golfer journey from discovery to booking to repeat play. Our platform connects websites, SEO/GEO, Reserve with Google, booking engine, dynamic pricing, promotions, no-show protection, golfer data, email marketing, and marketing automation into one connected growth system. The right candidate understands how to sell business outcomes, not just software. You should be comfortable talking with operators about direct bookings, third-party dependency, revenue leakage, golfer data, repeat play, and the practical realities of running a golf course.

What you'll do

• Lead GolfBack's sales efforts across independent courses, management companies, ownership groups, and multi-course operators.
• Own sales execution from pipeline development through discovery, demo, proposal, negotiation, and close.
• Coach sales reps on prospecting, discovery, objection handling, demo strategy, follow-up, and deal progression.
• Build a practical, repeatable sales process that helps the team sell GolfBack as a connected growth system, not a disconnected software tool.
• Develop messaging that connects GolfBack features to operator outcomes: more direct bookings, less lost revenue, stronger golfer data, and better repeat play.
• Work with marketing to improve lead quality, campaign angles, sales collateral, trade show follow-up, and account-based outreach.
• Sell directly to key prospects and strategic accounts when needed.
• Create clear pipeline visibility, sales forecasts, activity expectations, and performance reporting.
• Identify common objections and help the team respond with useful, operator-focused business conversations.
• Partner with product, client success, and leadership to share market feedback and improve the buyer journey.
• Represent GolfBack at golf industry events, conferences, webinars, and partner conversations.

What we're looking for

• 5\+ years of B2B sales experience, with at least 2\+ years leading or managing a sales team.
• Proven ability to sell to business owners, operators, executives, or management groups.
• Strong understanding of consultative sales, discovery, pipeline management, forecasting, and deal coaching.
• Ability to explain technology in practical business terms without relying on generic SaaS language.
• Comfortable selling outcomes tied to revenue, operational efficiency, customer data, marketing, and direct digital growth.
• Strong communication skills with the ability to write clear follow-up, proposal language, and sales messaging.
• Experience building sales playbooks, improving CRM discipline, and creating repeatable outbound motions.
• Confident leading demos, discovery calls, and executive-level sales conversations.
• Comfortable working in a small, fast-moving company where sales leadership also means hands-on execution.
• Strong judgment, accountability, and follow-through.

Nice to have

• Golf industry experience, especially with golf course operators, management companies, tee sheets, POS systems, booking engines, or golf marketing.
• Existing relationships with golf course owners, general managers, directors of golf, PGA professionals, or multi-course groups.
• Experience selling websites, digital marketing, revenue management, booking technology, CRM, marketing automation, or hospitality technology.
• Experience with HubSpot or similar CRM tools.
• Comfort using AI tools to improve sales research, outbound messaging, call prep, follow-up, and sales enablement while maintaining strong review discipline.
• Experience selling at trade shows, association events, or industry conferences.

Tech stack

• GolfBack platform: websites, SEO/GEO, Reserve with Google, booking engine, dynamic pricing, promotions, and no-show protection.
• Growth systems: golfer data, email marketing, marketing automation, and direct booking conversion workflows.
• Sales focus: direct bookings, revenue control, repeat play, reduced third-party dependency, and stronger operator data ownership.
• Go-to-market tools: HubSpot or similar CRM, outbound systems, sales collateral, and practical AI-assisted sales workflows.

Benefits

• Competitive salary
• Commission/bonus opportunity
• Health benefits
• Paid time off
• Hybrid preferred, Orlando/Kissimmee area
• Opportunity to help shape the sales organization of a growing golf technology company