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 authentic and beautiful - her taste is unique and welcoming. 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, 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 it all: making sure more bookings arrive tomorrow than today.

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

Understory is a vertical-focused, multi-product operating system for experience businesses. With it, creators like Laura manage operations, accept payments, build beautiful websites, and automatically grow bookings across channels. Even the bookkeeping runs itself. AI is natively built into most of this, ensuring it works and scales, but that's not the point. The point is that Laura is empowered to live the life she has always dreamed of.

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 10+ countries, and a recently raised €12m Series A to be the driving force in a fragmented market.

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.

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 is immediate.

You will build on a strong foundation: a sales team of 20 (SDRs and AEs) delivering 500+ meetings booked monthly with a 25%+ win rate. Your job is to turn that into a market-winning engine across Europe and beyond.

We are an office-first company. Our current GTM team is based in Copenhagen, and on September 1 we open our new GTM hub in Barcelona - where we are actively hiring right now. This position is based out of Barcelona, with often presence in Copenhagen. We are happy to assist the right candidate with relocation.

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 GTM systems and processes that hold up as the team grows from 20 to 40, then 100, and beyond.

What you will do

Reporting directly to Lasse, co-founder and CEO, you will:

• Own the numbers. Build the machine that hits them 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, including the build-out of the Barcelona hub.

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

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

We think you will thrive if you

• Have 4+ years in sales, with at least 2 years in sales leadership positions.

• Have scaled a sales team at a Series A-C company or as an early sales leader in a high-growth org. You helped build the machine at a company that grew significantly, and now you want to do it again with full ownership and upside.

• 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, mission obsessed and low ego.

What it is like to work here

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.

We are host-obsessed, product-minded and serious about quality - in the product, the strategy and how we work together. We care about outcomes, not hours. You will get a lot of trust and flexibility, real room to grow, and a genuine shot at building something category-defining.

Location: Barcelona

Start date: What matters most is finding the right fit. We will 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.