ABOUT THE COMPANY

URUS is a family of businesses at the heart of the dairy and beef industry – Alta Genetics, GENEX, Genetics Australia, Leachman Cattle, Jetstream, PEAK, SCCL, Trans Ova Genetics, and VAS. Each organization has its unique identity, products, and services. These companies work globally to provide cutting-edge dairy and beef genetics, customized reproductive services to maximize performance, and use management software and solutions to help cattle reach full genetic potential alongside dairy and beef operation profitability. URUS has 9 brands operating in a matrix structure and employs approximately 2,800 people.

THE OPPORTUNITY

You believe that trusted and resourceful consultative sales teams are the linchpin between brand value and customer success and you want to be a leader that leads this belief into business reality. The successful leader in this role is more than commercial excellence. The Vice President, Customer Value & Growth will be a key leader in URUS commercial operations who transforms value creation, customer centricity and collaboration principles into sustainable strategic growth capabilities and outcomes through high performance branded sales teams.

This role is accountable to lead global adoption and continuous improvement of a robust commercial flywheel creating the connective tissue between functions, brands, marketing, and sales leadership to reach total customer growth potential. This role will partner to embed a global cadence of execution and consistent way of working across all commercial teams, galvanizing stakeholders around relentless customer centric value creation, account development, and delivery. The VP will partner closely with URUS leaders to advocate a ‘front line focus’ that drives data-driven decision making, streamline sales processes, drives pipeline health, optimizes performance and productivity, and provokes innovation in go to market, account coverage, and sales effectiveness models. The VP Customer Value & Growth will serve as the central architect and conductor of our global sales operating rhythm and be the engine behind commercial effectiveness at scale.

Primary Responsibilities

Own and run a global commercial excellence program utilizing “flywheel principles”, embedding it into day-to-day commercial operations to drive repeatable and measurable performance improvements.
Establish governance models and operationalize each flywheel stage by aligning direct and indirect commercial stakeholders (Sales, Marketing, Brand, Finance, Business Development/Functional Teams) to clear responsibilities and execution rhythms.
Foster a culture of data-driven decision making, operational excellence, and continuous improvement: measure and improve commercial flywheel performance through data, defining KPIs, and building reporting cadences.
Serve as the global owner and driver of commercial transformation initiatives, translating CCO strategy into prioritized initiatives that support growth, resource optimization, and customer experience enhancement, with operational plans and execution roadmaps.
Drive global consistency while enabling regional execution, acting as a trusted advisor while coaching leaders and sellers at all levels on commercial discipline, systems usage, process adoption, and operational rigor.
Serve as the connective tissue of the global commercial organization, ensuring clarity, coordination, and shared priorities

Commercial Activation & Conversion

Build and operationalize a global customer insight capability, ensuring internal data and market intelligence feed directly into account planning and commercial prioritization.
Own the demand-to-pipeline engine with regional marketing teams, designing demand generation programs aligned to the value proposition and setting lead scoring/qualification standards that maximize TAM coverage, accelerate high-value opportunities, and minimize cannibalization risk.
Oversee development of activation programs that drive pipeline opportunities, convert engaged buyers into customers – including digital journeys, proof-of-value frameworks, pilots, and workshops – and drive customer loyalty.
Drive alignment between marketing, commercial leadership, and branded sales teams to ensure opportunity advancement / funnel management, effective buyer journeys, and high-quality pipeline flow to drive growth.
Translate insight into action by producing value forecasts, customer performance benchmarks, and prioritized growth opportunities, reinforced by win/loss learnings and post-sale feedback loops.
Collaborate with Sales Leadership to embed value metrics into pipeline qualification, forecasting, and compensation models.

Commercial Enablement

Partner with Brands and Marketing to develop clear, differentiated, and evidence-based value propositions for each segment, product, and region, aligned with respective brand strategy, field positioning, and measurable business outcomes; embed value messaging into launch plans, campaigns, and solution roadmaps.
Build the enablement system that strengthens sales belief, skills, and execution, delivering global training, playbooks, and coaching frameworks supported by proof points and assets needed to communicate value confidently.
Collaborate with digital and marketing teams to create a “customer value performance management” system that highlights risk, opportunity, and churn indicator early; ensure customer outcomes are consistently looped back in the future customer expansion and share of wallet opportunities.
Ensure robust frameworks support measuring performance, adoption, ROI realization, and long-term business impact; supporting tools, KPIs, and insight systems must measure performance across the entire value flywheel
Create a global performance and best-practice replication engine that spans across the value flywheel through continuous experimentation, structured sharing, dashboards with KPIs, and tight partnership with Commercial Finance (pricing guidance, deal evaluation, forecasting), People (training programs, talent development, performance management), Product (pricing strategies, product launches, market feedback loops, and sales readiness), and Digital (system architecture, data governance, technology implementation)

ORGANIZATIONAL ALIGNMENT & POSITION LOCATION:

This position reports to the URUS Chief Commercial Officer (CCO)
This position will be based in Madison, WI
The position will require considerable travel throughout the globe
Role boundaries and operating principles:
Commercial Sales Operations (this role) owns the global sales process, operating rhythm, execution standards, and commercial enablement content. This role will need to collaborate with functions below to drive customer value and growth.
Commercial Finance owns financial modeling, pricing analytics, profitability assessments, and interpretation of revenue forecasts.
The People & L&D function owns the design and delivery of training programs; this role collaborates with both groups to ensure aligned execution, clear decision rights, and global consistency.
Central Marketing owns URUS-wide brand architecture, enterprise messaging, global demand frameworks, marketing technology governance, and measurement standards.
Brand Marketing owns market-specific campaign execution, customer-facing content, localization, events, and tactical go-to-market activation within each brand’s channel and region.

This role ensures alignment between Central Marketing, Brand Marketing, and Commercial teams by operationalizing marketing-to-sales handoffs, embedding marketing tools and content into commercial workflows, and maintaining clarity around ownership of strategy (Marketing) versus execution discipline (Sales Operations).

Requirements:

Bachelor’s degree required; MBA or advanced degree preferred.
5+ years of progressive experience in Sales Operations, Commercial Excellence, Revenue Operations, or related roles.
Significant experience working in global or multiregional organizations.
Proven track record of building or scaling global sales operating models.
Experience leading transformational changes and implementing sales process improvement at scale.
Strong background in CRM governance (Salesforce or similar) and commercial analytics.
Executive presence with the ability to influence globally across all levels.
Strong strategic thinker with a hands-on approach to execution.
Demonstrated ability to lead cross-functional teams and manage complex global initiatives.
High degree of ownership, accountability, and follow-through.
Capable of simplifying complex topics and driving alignment across regions.
Deep expertise in CRM, analytics tools, and sales technology stacks.
Strong analytical, data modeling, and problem-solving capabilities.
Comfort with commercial KPI design, forecasting methodologies, and performance analytics.

URUS Group

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Vice President, Commercial Sales Operations