Head of Sales

Universal Parallel is a technology-driven digital advertising company working at the intersection of media, AI, automation, and advanced AdTech infrastructure.

We help brands and agencies plan, activate, and optimize digital advertising campaigns across major platforms including YouTube, Meta, TikTok, and other digital channels.

Today, a significant part of our new business comes through partners and reseller relationships.

Our next commercial challenge is to build a stronger direct sales channel — creating our own relationships with agencies and advertisers and developing an additional, scalable source of new business.

We are looking for a Head of Sales to build this function from the ground up.

About the Role

This is a zero-to-one commercial role.

We are looking for a hands-on commercial leader who can start from a relatively blank page: understand our business, explore the market, determine where the strongest opportunities are, develop the sales strategy, build the pipeline, and personally turn opportunities into revenue.

You will have significant ownership over how Universal Parallel approaches direct sales.

This includes determining which markets and client segments to prioritize, developing our commercial proposition, building relationships with agencies and advertisers, creating the sales process, and personally leading strategic opportunities from first conversation through closing.

This is a player-coach role with a strong emphasis on “player.”

At this stage, success will come from personally building relationships and winning business — not from managing an existing sales organization.

Your Mission

Build Universal Parallel’s direct sales engine from the ground up and turn it into a predictable source of new clients and revenue alongside our existing partner and reseller channels.

You will help answer — and then execute against — the fundamental commercial questions:

• Who should Universal Parallel sell to?
• Which international markets have the strongest potential?
• Where should we prioritize agencies versus direct advertisers?
• Which verticals and client segments offer the strongest opportunity?
• What is our strongest commercial proposition?
• How should we position Universal Parallel against alternative solutions?
• Which acquisition channels generate the highest-quality opportunities?
• What should our sales process look like?
• What commercial infrastructure do we need in order to scale?

This role is about finding those answers through a combination of strategy, market feedback, experimentation, and hands-on selling.

What You’ll Do

Build the Sales Strategy

• Develop Universal Parallel’s direct sales strategy from the ground up.
• Analyze the business, existing client base, partner ecosystem, capabilities, and commercial model.
• Define and continuously refine ICPs.
• Identify priority markets, client segments, verticals, agencies, and target accounts.
• Determine where Universal Parallel has the strongest right to win.
• Develop go-to-market approaches for different client segments.
• Define commercial priorities based on market potential and actual sales feedback.

Explore & Validate the Market

• Test different markets, client segments, propositions, and acquisition approaches.
• Speak directly with agencies, advertisers, and industry stakeholders.
• Gather market intelligence and understand how potential clients perceive Universal Parallel’s proposition.
• Identify recurring client needs, commercial barriers, and buying triggers.
• Use actual market feedback and pipeline data to refine the sales strategy.
• Identify which sales motions have the strongest potential to scale.

Personally Drive New Business

• Build relationships with media agencies, direct advertisers, and relevant strategic partners.
• Develop relationships with senior decision-makers across Marketing, Media, Digital, Procurement, and agency leadership.
• Generate opportunities through targeted outbound activity, networking, referrals, industry relationships, and strategic account development.
• Personally open doors and create new commercial conversations.
• Build and maintain a high-quality pipeline of potential business.

Own the Full Sales Cycle

• Lead opportunities from initial contact through signed commercial agreement.
• Conduct discovery and understand client objectives, media challenges, budgets, buying cycles, and decision-making processes.
• Translate Universal Parallel’s capabilities into relevant commercial solutions.
• Develop and lead pitches and presentations.
• Work with internal teams to prepare proposals and commercial solutions.
• Handle objections and competitive positioning.
• Lead pricing and commercial negotiations.
• Maintain momentum throughout complex sales cycles.
• Close new business and generate revenue.

Develop the Commercial Proposition

• Translate Universal Parallel’s technology, media capabilities, expertise, and campaign results into clear commercial propositions.
• Identify which capabilities create the strongest differentiation in the market.
• Develop propositions for different types of agencies and advertisers.
• Work with Management and internal experts to build sales materials, case studies, pitches, and proof points.
• Continuously refine positioning based on client conversations and market feedback.

Build Sales Infrastructure

• Design the sales process from prospecting through qualification, discovery, pitching, proposal, negotiation, closing, and handover.
• Establish clear CRM standards and funnel stages.
• Define qualification criteria.
• Introduce structured pipeline management.
• Establish forecasting and sales reporting.
• Define relevant commercial KPIs.
• Build repeatable sales cadences and playbooks based on validated approaches.

The objective is not to introduce process for the sake of process, but to create enough structure to make sales measurable, predictable, and eventually scalable.

Cross-Functional Collaboration

• Work directly with Management on company growth strategy and commercial priorities.
• Collaborate with Growth Account Management, Account Management, AdOps, Finance, and other internal teams.
• Ensure commercial propositions are operationally deliverable and financially sustainable.
• Build a structured transition from new-business acquisition into client onboarding and delivery.
• Bring client and market feedback back into the company to influence positioning, services, and future commercial development.

What We’re Looking For

• 5+ years of experience in digital media, AdTech, MarTech, advertising, agency sales, or a closely related commercial environment.
• Proven track record of generating and closing new B2B business.
• Experience building pipeline rather than only managing an inherited portfolio.
• Strong understanding of the digital advertising ecosystem.
• Experience selling to media agencies and/or direct advertisers.
• Strong commercial and negotiation skills.
• Ability to personally prospect, open relationships, pitch, negotiate, and close.
• Experience managing complex B2B sales cycles.
• Confidence working directly with senior and C-level stakeholders.
• Strong presentation and storytelling skills.
• Experience with pipeline management, CRM, forecasting, and sales KPIs.
• Strategic thinking combined with strong hands-on execution.
• High degree of autonomy and ownership.
• Comfortable operating with ambiguity and testing hypotheses rather than waiting for a predefined playbook.
• Excellent English communication skills.

Strong Advantage

We would be particularly interested in candidates who:

• Have previously built a sales function, commercial channel, or market from an early stage.
• Have launched or developed a new geography or territory.
• Have experience selling digital advertising, AdTech, or media solutions.
• Have an established network of agency and/or advertiser decision-makers.
• Understand YouTube, Meta, TikTok, CTV, programmatic, contextual advertising, or the broader digital video ecosystem.
• Have experience selling internationally.
• Have worked in entrepreneurial, high-growth, or early-stage commercial environments.
• Can demonstrate not only sales leadership experience but also a strong personal track record of winning business.

Geography

We are deliberately not assigning this role to one predefined market.

One of the responsibilities of the Head of Sales will be to help determine where Universal Parallel has the strongest commercial opportunity.

We are open to exploring different international markets based on commercial potential, Universal Parallel’s capabilities, and the candidate’s existing expertise and network.

We value relevant market knowledge and relationships, but we do not expect the successful candidate to fit into a predetermined geographical sales strategy — helping us develop that strategy is part of the role.

What Success Looks Like

The primary outcome of this role is straightforward:

Universal Parallel develops a functioning direct sales channel that generates new clients and revenue independently of our existing reseller network.

Success will be measured through:

• New direct revenue generated.
• New clients won.
• Qualified pipeline created.
• Quality and scalability of identified markets and client segments.
• Pipeline coverage and conversion.
• Win rate.
• Average deal size.
• Sales cycle development.
• Forecast visibility and accuracy.
• Development of a validated direct sales strategy.
• Establishment of a repeatable sales process and commercial playbook.

First 6–12 Months

During the first stage, we expect the Head of Sales to:

• Deeply understand Universal Parallel’s business, products, services, clients, economics, and partner ecosystem.
• Analyze potential markets and commercial opportunities.
• Define and test initial ICP hypotheses.
• Explore different agencies, advertisers, verticals, and markets.
• Develop Universal Parallel’s direct sales positioning.
• Build the first structured direct pipeline.
• Personally initiate and develop strategic relationships.
• Run pitches and commercial negotiations.
• Close new direct business.
• Identify which markets, segments, propositions, and acquisition channels perform best.
• Establish CRM, forecasting, KPIs, and sales reporting.
• Create a repeatable sales playbook based on actual market validation.

From there, the role and commercial structure can evolve based on what proves successful.

This Role Is Probably Not for You If

You are primarily looking to manage an established sales team, inherit an existing client portfolio, or execute against a mature sales strategy.

There is no finished sales machine waiting for you here.

We are looking for someone who is energized by building one — combining commercial strategy with the willingness and ability to personally create pipeline and close business.

Why Universal Parallel?

This is an opportunity to build rather than inherit.

You will have significant influence over Universal Parallel’s commercial direction: which markets we enter, which clients we pursue, how we position ourselves, and how our direct sales channel develops.

You will work directly with company leadership while building relationships with agencies and leading brands across international markets.

For the right commercial leader, this is an opportunity to take ownership of a major new growth channel and shape how Universal Parallel approaches the next stage of its development.