Senior Director, Sales

Relay is the Intelligent System of Action for the physical economy. While the digital revolution has often left the deskless workforce behind, we are closing that gap by transforming analog frontline operations into a data-rich, AI-powered ecosystem. We aren't just selling radios, we’re building the digital foundation for the 80% of the global workforce that doesn't work at a desk.

We are seeking a Senior Director of Sales to serve as the primary architect and leader of our Industrial motion. This is a "builder and scaler" role for a leader who has previously built high-growth sales organizations from the ground up. 

Reporting directly to the VP of Sales, you will be responsible for the growth, development, and strategy of the entire Industrial vertical/sector within Relay. You will manage a team of Sales Directors and hold ultimate accountability for the velocity and health of our market expansion.

• Distill elite-level enterprise expertise into a formal, repeatable sales motion. Transition from "lead-by-example" to "lead-by-system," ensuring individual closing intuition is codified into team-wide institutional knowledge.
• Act as the executive sponsor and strategic closer for high-stakes, market-defining pursuits. Directly spearhead the penetration of flagship industrial accounts to secure "lighthouse" partnerships that establish market dominance.
• Engineer specialized playbooks tailored to the nuances of the physical economy.
• Refine procurement and operational strategies to circumvent legacy hurdles, accelerating time-to-value within complex industrial landscapes.

• Design and execute the organizational structure for the Industrial sales team, moving from initial pods to a full-scale department.
• Manage, coach, and develop a team of Sales Directors, ensuring they are effectively leading their respective AEs.
• Own the people strategy—hiring, onboarding, and continuous professional development—to ensure we have the best "players" in the industry.

• Develop and codify the "Relay Industrial Playbook," including repeatable processes for Trials/POCs, MSA negotiations, and enterprise procurement.
• Identify bottlenecks in the sales cycle and implement strategies to increase deal velocity and win rates across all industrial segments (Auto, Steel, Food & Bev, Logistics).
• Stay ahead of industrial trends to help Directors refine their specific segment strategies.

• Act as the primary bridge between the field and internal stakeholders (Product, Engineering, Marketing).
• Based on high-level sales feedback, maintain a strong POV on the product roadmap to ensure Relay remains the leader in frontline AI technology.
• Ensure seamless internal synchronization between BD, Account Management, and Operations to support massive multi-site deployments.

• A Proven Builder: You have a track record of building and scaling sales teams from $10M to $50M+ ARR in the Industrial or Manufacturing space, within an Industrial-focused SaaS or IoT environment.
• A Second-Line Leader: You have 3+ years of experience directly managing other managers (Managers, Directors) and understand how to drive results through others.
• An Industrial Expert: Deep expertise in the "Physical Economy"—you understand the nuances of plant operations, industrial procurement, and long-term enterprise partnerships.
• Process Obsessed: You don’t just "sell," you build systems. You have expertise in MSA processes, POC-to-Production conversions, and Salesforce hygiene.

• Experience: 5+ years of Sales leadership, with specific experience (3+ years) as a second-line leader in an Industrial-focused SaaS or IoT environment.
• Travel: Ability to travel up to 40% to engage with key customers and support field teams.
• Education: Bachelor’s degree required; MBA or equivalent experience preferred.