Who is Understory?

Understory is a vertical-focused software solution built for experience businesses. With our operating system, experience creators manage their operations, grow their bookings, accept payments and run their business with more clarity and less stress.

We move fast, change course when needed, and expect everyone to bring proactive solutions on a daily basis. 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 tage company where the impact will be immediate. We are a office-first company, with our full commercial team based out of Copenhagen, and are more than able to assist the right candidate with re-location 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 35% 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 within 12-18 months.

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 30 to 50 and beyond.

What you will do

This role combines strategic thinking with operational execution.

• 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 and iterate the playbook: pipeline generation, deal velocity, expansion.

• 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 SaaS leadership.

• 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.

• Bonus: experience in travel, hospitality, experiences or two-sided marketplaces.

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

You are battle-tested but still 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 (no remote opportunity)

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 COO, Morten Sønderskov at mos@understory.io.