Vala J. Rad
San Diego
Summary
Dynamic sales leader with 20+ years of experience building and leading high-performing enterprise sales teams (15 years in the apparel industry), driving new business acquisition, and expanding greenfield territories across multiple verticals including hospitality, healthcare, retail, and manufacturing. Proven track record of exceeding revenue targets, developing strategic go-to-market plans, and forging strong channel partnerships to accelerate growth. Skilled in MEDDIC-style, process-driven sales cycles, complex negotiations, and cross-functional collaboration in high-growth SaaS, hardware, and service environments. Versatile senior director highly experienced in and areas. Hands-on leadership and management background with a solid track record of success in process optimization and operational restructuring. Seeking a professional position with a growing operation.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Senior Director, National Accounts
Chef Works - Food & Beverage Apparel Sales
09.2021 - Current
- Lead a high-performing sales team managing a $16M portfolio of enterprise national accounts, achieving consistent double-digit YoY growth.
- Develop and execute account strategies for both new business acquisition and growth in existing accounts, averaging 22% revenue growth over 4 years.
- Collaborate cross-functionally with product, marketing, and operations to deliver tailored solutions, boosting client satisfaction and retention.
- Engage directly with channel partners to drive joint go-to-market initiatives and deal registrations, increasing partner-driven revenue contribution by 27%.
- Oversee forecasting, territory management, and performance metrics to ensure team accountability and quota attainment.
- Provide hands-on field leadership, traveling regularly to support reps in complex negotiations, enterprise demos, and deal closings.
- Mentored senior management on leadership best practices and decision-making processes.
Senior Director of Sales
UpKeep
06.2020 - 06.2021
- Scaled a global enterprise sales team (10 SDRs, 4 BDRs, 4 Enterprise AEs) for the leading mobile-first CMMS/EAM SaaS platform.
- Designed a sales strategy that increased global enterprise accounts by 35% in 12 months, with a focus on greenfield market entry.
- Implemented process driven sales methodologies (MEDDIC framework) to improve qualification, forecasting accuracy, and deal velocity.
- Expanded and deepened channel partner relationships, achieving a 25% increase in partner sourced pipeline.
- Delivered regular pipeline reviews and targeted coaching, driving consistent quota attainment across the team.
Vice President of Sales
EIGHT25MEDIA
06.2018 - 02.2020
- Lead a team of 6 sales professionals to achieve 213% increase in revenue by implementing a data driven sales strategy and leveraging the MEDDIC sales methodology.
- Defined GTM strategy for Silicon Valley’s top-rated web and mobile development agency, achieving 50% YoY revenue growth.
- Opened and scaled a new sales office in Austin, TX while managing the flagship San Jose sales team.
- Closed large-scale enterprise digital transformation projects with Fortune 1000 clients.
- Implemented sales enablement tools, streamlining the enterprise deal cycle and increasing close rates by 20%.
Regional Hospitality Director
Cintas
04.2004 - 06.2018
- Managed $6.5M portfolio across the Pacific Northwest, leading 110 sales professionals and 14 managers across 12 locations.
- Increased customer retention by 15% through targeted training on enterprise selling and client success.
- Launched a new business division, contributing to a 10% overall company revenue increase.
- Multiple President’s Club (Diamond Level) awards and Sales Representative of the Year recognition.
- Collaborated with sales teams to optimize customer engagement and satisfaction initiatives.
- Facilitated regular team meetings to promote communication and address challenges promptly.
- Facilitated collaboration between departments (Uniform direct purchase and rental, first aid and safety, facility services and document shredding divisions), by encouraging open communication channels.
Education
B.S. - Business Management
San Jose State University
01.2005
B.S. - Computer Science
University of California, Santa Barbara
01.2003
Skills
- Enterprise Sales Leadership
- Team Development
- Greenfield Territory Expansion
- Market Penetration
- Strategic Account Management
- Customer Success
- Channel Partnership Development
- Co-Selling Strategies
- MEDDIC Sales Methodology
- Process-Driven Execution
- SaaS Sales
- Complex Negotiations
- C-suite relationship management
- Sales Forecasting
- Pipeline Management
- KPI Tracking
- CRM: Salesforce
- CRM: Sugar
- CRM: Pipeline
- Sales Enablement: Outreach
- Sales enablement: Gong
- Sales enablement: ZoomInfo
- Apparel styling
- Product presentation
- Fashion trends
- Relationship building
- Attention to detail
Certification
Licensed Mortgage Loan Originator, NMLS #2121711
Timeline
Senior Director, National Accounts
Chef Works - Food & Beverage Apparel Sales
09.2021 - Current
Senior Director of Sales
UpKeep
06.2020 - 06.2021
Vice President of Sales
EIGHT25MEDIA
06.2018 - 02.2020
Regional Hospitality Director
Cintas
04.2004 - 06.2018
B.S. - Business Management
San Jose State University
B.S. - Computer Science
University of California, Santa Barbara
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