Senior Manager, Sales Operations

TuaPay | Remote / Hybrid | Reports to: Interim CEO

About Tua Financial Technologies

Tua Financial Technologies is a fast-growing embedded finance company on a mission to make affordable financial products accessible to consumers and businesses alike. The company operates across dental, veterinary, home services, and auto services verticals, with an established and active client pipeline that is ready to scale.

Tua operates two core platforms: TuaPay, an embedded point-of-sale financing solution for merchants and their customers, and TuaCommercial, a commercial financing engine offering equipment leases, working capital, B2B BNPL, and related products. The organization is collaborative and fast-paced, with a team culture built around performance and shared accountability.

Position Summary

The Senior Manager, Sales Operations is responsible for building and leading Tua's commercial sales organization for TuaPay. This role is accountable for translating Tua's embedded financial solutions strategy into measurable, day-to-day execution — driving merchant enrollment, activation, utilization, partner performance, sales productivity, and revenue growth.

This position reports directly to the CEO. A VP of Sales & Marketing is expected to join the organization within 60 days, at which point the reporting structure will transition accordingly.

About You

The successful candidate is a metrics-driven sales operator with demonstrated experience building and managing commercial sales teams in fintech, payments, or commercial lending environments. They have led account executives, customer success staff, and business development personnel, and have a track record of coaching teams to measurable performance targets through structured goal-setting, consistent feedback, and a team-first culture.

Experience operating in growth-stage companies with evolving infrastructure is essential. This role requires the ability to build process and structure independently, without reliance on pre-existing systems or support functions.

Prior experience selling into dental practices, DSOs, or dental group organizations is strongly preferred. Candidates with this background will be well-positioned to engage Tua's existing client pipeline immediately upon joining.

Responsibilities & Expectations

The Senior Manager leads, coaches, and manages Tua's commercial-facing teams across four functions:

• Account Executives — responsible for merchant enrollment and sales conversion.

• Success Executives — responsible for onboarding, training, engagement, and merchant activation.

• Relationship Managers — responsible for partner, merchant, and commercial account performance.

Core responsibilities across these teams include:

• Building team structure, workflows, accountability standards, and clear performance expectations for each function.

• Creating individual development plans, weekly coaching rhythms, training programs, and performance improvement processes.

• Participating directly in sales conversations — closing deals, navigating objections, and modeling effective sales execution.

• Engaging personally in sales activity when team performance against targets requires direct involvement.

• Ensuring all sales and merchant-facing staff can confidently articulate the value of TuaPay, TuaCommercial, and the broader Tua embedded finance platform.

• Building and sustaining a team culture grounded in accountability, goal-setting, recognition, and continuous development.

Sales Strategy & Execution

• Design and implement sales strategies that drive growth across TuaPay, with a focus on dental, veterinary, home services, auto services, and healthcare verticals.

• Build and manage sales campaigns by vertical, partner, product, and merchant segment.

• Develop playbooks for direct merchant sales, integrated partner channels, acquirer partnerships, and commercial finance opportunities — including sales scripts, objection-handling tools, demo standards, proposal templates, and follow-up sequences.

• Partner with executive leadership to prioritize high-value verticals and commercial finance categories.

• Drive disciplined pipeline development, partner enablement, merchant conversion, product adoption, and cross-sell between TuaPay and TuaCommercial.

Merchant Activation & Engagement

The Senior Manager owns the merchant activation strategy anchored to Tua's ETEC model: Enrollment, Training, Engagement, and Cross-Sell.

• Establish activation benchmarks, merchant health scoring, onboarding standards, training workflows, and re-engagement campaigns.

• Be accountable for achieving and sustaining a merchant activation rate of at least 50%, measured by merchants submitting qualified financing applications within defined windows.

• Work closely with Success Executives to ensure merchants are trained, engaged, and consistently using TuaPay as part of their consumer financing workflow.

• Identify underperforming merchant cohorts and build corrective action plans to improve activation, usage, and funded volume.

Account Executive Performance & Close Rate

• Manage Account Executives to consistent sales productivity and pipeline conversion.

• Be accountable for achieving and sustaining an AE qualified opportunity close rate of 50% or greater, measured quarterly.

• Define what constitutes a qualified opportunity, track conversion through each stage of the funnel, and identify bottlenecks in the sales process.

• Hold Account Executives accountable for activity levels, pipeline quality, close rates, enrollment volume, and revenue contribution.

• Drive cross-sell between TuaPay and TuaCommercial by identifying merchants ready for equipment finance, working capital, operating leases, or B2B financing solutions.

Performance Measurement & Reporting

The Senior Manager builds and manages the sales operating system — the infrastructure that drives accountability and visibility across the full commercial organization.

Core metrics owned and reported on include:

• Merchant enrollment volume.

• Merchant activation rate (minimum target: 50%).

• AE qualified opportunity close rate (minimum target: 50%).

• Application volume by merchant, partner, AE, and channel.

• Funded loan volume and revenue by product, partner, and merchant cohort.

• Cross-sell conversion between TuaPay and TuaCommercial.

• Partner and channel performance.

• Success Executive engagement activity and merchant training completion.

• Sales cycle duration and win/loss analysis.

• Staff productivity and performance scorecards.

The Senior Manager maintains a predictable cadence of dashboards, weekly reporting, monthly business reviews, and board-ready performance summaries that give executive leadership full visibility into the sales organization.

Required Experience & Skills

• 7+ years of experience in sales operations, sales management, revenue operations, or merchant/channel sales leadership.

• Demonstrated experience managing Account Executives, customer success teams, relationship managers, or business development staff.

• Proven ability to build sales processes, dashboards, KPIs, playbooks, and performance management systems from scratch.

• Strong understanding of B2B sales, merchant acquisition, partner channels, and recurring sales execution.

• Experience in fintech, payments, merchant acquiring, lending, embedded finance, SaaS, equipment finance, or commercial finance.

• Strong analytical skills — comfortable converting data into action plans and holding teams accountable to measurable outcomes.

• Proficiency with CRM systems (HubSpot preferred), pipeline management, and customer journey workflows.

• Ability to operate with high execution discipline in a fast-paced, growth-stage environment with limited infrastructure.

Preferred Experience

• Direct experience selling into dental practices, DSOs, dental groups, or healthcare verticals — strongly preferred.

• Familiarity with point-of-sale financing, consumer lending, commercial finance, operating leases, or embedded finance platforms.

• Experience building and scaling partner-channel sales programs.

• Prior experience scaling activation, onboarding, and customer success programs in a fintech or lending company.

• Strong understanding of merchant economics, sales funnels, and revenue conversion mechanics.

• Experience working with merchant acquirers, ISVs, veterinary groups, or home services merchants.

Key Competencies

• Metrics-driven operator with strong execution discipline.

• Strong sales leadership and coaching capability — comfortable building and holding others accountable.

• Ability to build structure in a high-growth, ambiguous environment.

• Strong communicator who can align sales, success, product, risk, finance, and executive leadership.

• Commercially minded with the ability to understand both consumer and commercial financing solutions.

• Hands-on leader willing to build processes, inspect performance, and coach staff directly.

• Strategic thinker with practical operating discipline — equally at home thinking big and executing in the details.

Why This Role Matters

Tua exists because affordable financing should be accessible — for the consumer sitting in a dental chair, for the small business owner who needs equipment to grow, for the merchant who wants to offer better options to their customers. Every merchant activation, every closed deal, and every TuaCommercial product funded is a real outcome for a real person or business.

The Senior Manager, Sales Operations is the person who builds the engine that makes Tua's mission work at scale. This is a high-impact, high-visibility role at a company that is growing.

Tua Financial Technologies Ltd.

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