This is not the average job post. And we are not the average company.

Laura is a kind, creative, positive soul who loves to cook and loves teaching others to cook.
So she started a company offering cooking classes for locals and tourists. The venue is beautiful. The classes are thoughtfully designed. Every detail is considered. And the bookings start to tick in - from people she knows, from views on Instagram, from word of mouth. It works. Laura gets to do what she loves, and she feels genuinely privileged to do it. She is making a mark, creating strong memories for people from all over the world.

But she is also starting to struggle. Managing participants. Hiring and training instructors. Chasing invoices. And the quiet pressure underneath all of it: making sure more bookings arrive tomorrow, and a lot more than today.

That passion, and that struggle, is what Understory is built on.

We serve the creators and makers behind the world's experience businesses. With our simple yet powerful operating system, they manage operations, accept payments, build beautiful websites, and automatically grow bookings across channels. Even the bookkeeping runs itself.

There are hundreds of thousands of Lauras across Europe and beyond, and no one has built the platform they deserve, yet. We intend to. We have the product, customers in 8+ countries, and the capital to make a real change in a fragmented market, where we want to be the driving force.

Now we need the sales leader to turn that opportunity into a market-winning engine. If building that machine, from a strong base into something category-defining, is the challenge you have been waiting for, read on.

Who is Understory?

Understory is a vertical-focused multi-product software solution built for experience businesses.

We move fast, with agency and customer obsession, and expect everyone to bring proactive solutions every day. You will learn faster here than almost anywhere else, because the challenges are real and the pace is high.

The right candidate will receive a lot of trust and flexibility - and it's all about building something that matters to creators around the world, and shaping a company that can redefine an industry. If that excites you, you will feel at home.

We have recently raised a €12m Series-A funding round, and are scaling fast. With customers in 10+ countries, our focus is global, our ambition is high, and our team is all in on building the go-to solution for experience creators worldwide.

What we are looking for

We are looking for a proven sales leader who has built and scaled a high-performing software sales team before and wants to do it again at a Series-A stage company where the impact will be immediate. We are an office-first company, with our full commercial team based out of Copenhagen, with one new GTM hub to be added soon, and are more than able to assist the right candidate with relocation if needed.

You will get the chance to build on a strong foundation: a sales team of 20 in total (SDRs and AEs) delivering 500+ meetings booked monthly with a 30% win rate. Your job is to take that and turn it into a market-winning engine across Europe and beyond - a team we expect to double very soon.

This is a player-coach role. You still close key deals, coach daily, and sharpen the playbook. But your real edge is building repeatable, scalable processes that hold up as the team grows from 20 to 40, then 100, and beyond.

What you will do

This role combines strategic system-thinking with operational execution, with direct reporing to the co-founder and CEO.

• Own the numbers. Build the machine that hits it consistently.

• Lead, coach and grow the sales org - hiring A-players, building career paths and keeping the bar high.

• Build, implement and iterate the playbook

• Drive GTM execution for European expansion in 2026-2027.

• Own the operating rhythm: forecasting, comp plans, KPIs and pipeline reviews.

• Continuously improve win rates, sales cycle and ACV - with an focused eye on unit economics.

We think you will thrive if you

• Have 6+ years in sales, with at least 2+ years in software sales leadership position(s).

• Have scaled a sales team before - ideally at a Series A-C company or as an early sales leader in a high-growth org.)

• Have "done it once" - you helped build the machine at a company that grew significantly, and now you want to do it again with full ownership.

• Know modern B2B SaaS sales motions inside out - pipeline, velocity, expansion, the whole loop.

• Are equally comfortable being hands-on and thinking in systems: tooling, comp, international rollout.

• Are data-driven, a genuine coach, high energy and low ego.

Who you are - and what it is like to work here

You are battle-tested but still very hungry. You joined a scale-up early, helped take it to €50M+ ARR, built the sales machine - and now you want ownership and upside again. You want to work on something that actually matters: building the leading platform for the experience economy, with the same passion and ambition as the businesses we serve.

At Understory, we move fast, think long-term and take pride in doing work that matters. We are host-obsessed, product-minded, mission-driven and serious about quality - in the product, the strategy and how we work together. We care deeply about outcomes, not hours. There is real room to grow here, and a genuine shot at building something category-defining and -expanding.

Location: Copenhagen or Barcelona

Start date

What matters most is finding the right fit. We’ll align on a start date together.

If you have any questions about the role or the process, feel free to reach out to our co-founder and CEO, Lasse Kjær at lasse@understory.io.