The Director – URUS Beef Sales serves as the senior leader responsible for all aspects of URUS beef sales strategy, execution, and value chain development across the North American region and supports beef value chain development in URUS’ international markets. This role provides strategic oversight of beef sales activities for Alta, GENEX, and Leachman Cattle, driving growth in both Beef × Beef and Beef × Dairy segments. The Director will champion sales program development, commercial expansion, and key customer engagement while collaborating closely across operating companies to deliver industry leading solutions. As a key member of the North America Senior Leadership Team, this role also contributes to broader business strategy and organizational leadership.
Responsibilities
1. Lead and Manage North America Beef Sales (35%)
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.
2. Grow Beef x Dairy Market Share in the North American Market (15%)
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.
3. Develop Markets for Leachman Beef genetic products and New North American Beef Value Chain Offerings and Initiatives (25%)
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.
Lead the relaunch and expansion of key programs such as Bullseye and SHIFT in North America.
4. Support Global Beef Sector Business Development (25%)
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.
Requirements
Minimum 10 years of beef industry experience in sales, marketing, or related commercial functions.
Demonstrated success leading sales teams and driving commercial growth.
Experience across segments of the beef value chain is strongly preferred.
Bachelor’s degree in Business, Agriculture, or a related field required.
Advanced business training or degree (MBA or similar) is a plus.
Strong strategic leadership and business development capabilities.
Exceptional communication, relationship building, and team leadership skills.
Ability to develop and manage budgets, sales plans, and performance metrics.
Strong understanding of Beef × Beef and Beef × Dairy markets, genetics, and value chain dynamics.
Ability to collaborate effectively across multiple operating companies and functional teams.
Ability to travel within North America 40–60% of the time, with occasional international travel as requested.
Fluency in English required.
Spanish or Portuguese language skills are a plus.
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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