URUS Group

Sales

• Provide strategic oversight of all beef sales initiatives, activities, and performance across URUS operating companies.
• Develop and manage annual beef semen sales plans, budgets, and goals in partnership with sales leadership in Alta, GENEX, and Leachman Cattle.
• Build and execute growth strategies for Beef × Beef and Beef × Dairy programs, ensuring alignment with market needs and organizational priorities.
• Partner with the North America Beef Sales Manager to ensure products, programs, and member offerings deliver customer value and strong ROI.
• Create and implement a comprehensive annual sales training plan with emphasis on virtual training platforms and an annual sales meeting.
• Establish and maintain sales metrics and reporting tools that benchmark performance and deliver actionable insights.
• Support strategic accounts—including purebred and commercial beef operations—as needed to drive key customer relationships and results.
• Provide monthly written updates summarizing key sales metrics, market insights, competitive activity, and progress on strategic initiatives.
• Provide strategic direction and oversight of Beef x Dairy genetics offerings for the North American business.
• Manage key Beef x Dairy stakeholder relationships, including contract development, negotiation, and management of day-to-day operations and interactions.
• Complete monthly updates on Beef x Dairy performance to management and other internal and external partners.
• Plan and support sales force training and development related to Beef x Dairy sales efforts in North America.
• Provide operational and strategic support to regional sales leadership to help them effectively navigate the North American Beef X Dairy market and maintain and grow URUS market share.
• Manage the NA Leachman sales team. Provide strategic insight to grow revenues for bull and female sales, embryo products, and data services. Develop and implement employee incentive plans and performance reviews. Implement a robust CRM system to allow YOY growth rates to meet Leachman strategic objectives.
• Identify, design, and grow new commercial opportunities for URUS across the beef value chain, including seedstock, cow/calf, feeders, packers, and retail/food service sectors in North America.
• Review, enhance, and relaunch the URUS go-to-market strategy for the Beef × Beef sector.
• Collaborate with URUS international partners to develop integrated beef programs tailored to country needs.
• Provide expertise, North American genetics, and best-practice insights to support differentiated Beef × Beef and Beef × Dairy solutions globally.
• Contribute to international beef initiatives supported by North American genetics.
• Develop beef value chains together with global stakeholders to expand the reach of URUS genetics into new markets and segments globally.

Sales Director