Vice President, Customer Value & Growth

Madison, WI, United States

Job Description

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-edgedairy 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 brandsoperatingin a matrix structure and employs approximately 2,800 people.

THE OPPORTUNITY

Youbelieve that trusted and resourceful consultative sales teams are the linchpin between brand value and customersuccessand 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 commercialflywheelcreating the connective tissue between functions, brands, marketing, and sales leadership to reach total customer growth potential. This role will partnerto embeda 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,optimizesperformance 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 programutilizing“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 andoperationalizeaglobalcustomerinsightcapability,ensuringinternaldataandmarketintelligencefeeddirectlyintoaccountplanningandcommercialprioritization.
• Ownthedemand-to-pipelineenginewithregionalmarketingteams,designingdemandgenerationprogramsalignedtothevaluepropositionandsettingleadscoring/qualificationstandardsthat maximizeTAMcoverage,acceleratehigh-valueopportunities,andminimizecannibalizationrisk.
• Overseedevelopmentofactivationprogramsthatdrivepipelineopportunities,convertengagedbuyersinto customers –includingdigital journeys, proof-of-value frameworks,pilots, and workshops –and drive customer loyalty.
• Drivealignment betweenmarketing, commercialleadership,andbrandedsales teamstoensureopportunityadvancement/funnelmanagement,effectivebuyerjourneys,andhigh-qualitypipelineflow to drive growth.
• CollaboratewithSalesLeadershiptoembedvaluemetricsintopipelinequalification,forecasting,and compensationmodels.

Commercial Enablement

• PartnerwithBrandsandMarketingtodevelopclear,differentiated,andevidence-basedvaluepropositionsforeachsegment,product,andregion,alignedwithrespectivebrandstrategy,fieldpositioning, and measurable business outcomes; embed value messaging into launch plans, campaigns, and solution roadmaps.
• Buildtheenablementsystemthatstrengthenssalesbelief,skills,andexecution,deliveringglobal training,playbooks,andcoachingframeworkssupportedbyproofpointsandassetsneededto communicate value confidently.
• Collaboratewith digitalandmarketingteamstocreatea“customervalueperformancemanagement”systemthathighlightsrisk,opportunity,andchurnindicatorearly;ensurecustomeroutcomesare consistentlyloopedbackinthefuturecustomerexpansionand shareofwalletopportunities.
• Ensure robustframeworkssupportmeasuringperformance, adoption, ROIrealization, andlong-termbusiness impact; supportingtools, KPIs, and insightsystemsmustmeasureperformance across the entire value flywheel
• Create a global performance and best-practice replication engine that spans across the value flywheelthroughcontinuousexperimentation,structuredsharing,dashboardswithKPIs,andtightpartnership with Commercial Finance (pricingguidance, dealevaluation, forecasting), People (trainingprograms,talentdevelopment,performancemanagement),Product(pricingstrategies,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 basedinMadison, WI
• Theposition will require considerable travel throughoutthe globe
• Roleboundaries and operating principles:
• Commercial Sales Operations(this role)ownsthe global sales process, operating rhythm,execution standards,and commercialenablement content. This role willneed to collaborate withfunctionsbelow 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 rolecollaborateswithbothgroupstoensurealignedexecution,cleardecisionrights,andglobalconsistency.
• Central Marketing owns URUS-wide brand architecture, enterprise messaging, globaldemand frameworks, marketing technology governance, and measurement standards.
• BrandMarketingownsmarket-specificcampaignexecution,customer-facingcontent,localization,events,andtacticalgo-to-marketactivationwithineachbrand’schannelandregion.

ThisroleensuresalignmentbetweenCentralMarketing,BrandMarketing,andCommercialteams by operationalizing marketing-to-sales handoffs, embedding marketing tools and content into commercial workflows, andmaintainingclarity around ownership of strategy (Marketing) versus execution discipline (Sales Operations).

CANDIDATE PROFILE:

Requirements:

• Bachelor’s degreerequired; MBA or advanced degree preferred.
• 5+ years of progressive experience in Sales Operations, Commercial Excellence, Revenue Operations, or related roles.
• Significant experienceworking in global or multiregional organizations.
• Proventrack recordof building or scaling global sales operating models.
• Experience leading transformational changes and implementing sales process improvement atscale.
• Executivepresence withtheability toinfluenceglobally acrossalllevels.
• Strongstrategicthinkerwithahands-onapproachtoexecution.
• Highdegreeofownership,accountability,andfollow-through.
• Capableofsimplifyingcomplextopicsanddrivingalignmentacrossregions.
• Stronganalytical,data modeling,andproblem-solvingcapabilities.
• ComfortwithcommercialKPIdesign,forecastingmethodologies,andperformanceanalytics.

About Us

As a holding company with cooperative and private ownership, 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 conceptions, dairy management information to take producers to the frontline of progressive dairy farming, and an array of products and services to help bovines reach their full genetic potential. URUS has 9 brands in 17 retail countries and employs nearly 2,800 people globally.

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