Technical Sales Manager - Europe

The Opportunity

ROEST is an ambitious Norwegian company looking for experienced coffee professionals in Europe who believe in our north star metric: 5x more tons of coffee roasted on our fleet of precision roasting machines by 2029. We have plenty of room to grow within the €3b market for coffee roasting machines, and we're investing in what we know works: consultative sales - where the focus is always on the value of a better roasting workflow.
We think of our business as a tree: the roots are our team skills, systems and capacity. The trunk is our precision roasting technology and we grow along two branches: Production (the P3000, software, and add-ons) and Quality Control (the 200 series fleet, our largest in the market). We serve roasters moving from test to production volumes, primarily in North America & Europe.We operate as a diverse, inquisitive team, supported by esteemed industry advisors including Scott Rao, Morten Wennersgaard, and Tim Wendelboe.

How We Work

Our growth strategy is built on operational efficiency rather than sheer headcount. We use AI where it's helpful so we have more time for our human relationships.
The Role

As a Technical Sales Manager at ROEST, you will build relationships with potential and current customers, helping them meet their roasting goals in Europe. You'll own the full customer lifecycle from initial discovery to long-term success. Bridging the gap between complex coffee science and strategic business development, you will combine quota-carrying discipline with deep product expertise to act as a trusted partner.

Key Responsibilities

• Revenue & Quota Management: Own the customer relationship lifecycle and meet quarterly individual sales quotas in accordance with the finalized Sales Commission Policy.

• Technical Pre-Sales & Demonstrations: Bridge complex coffee science with strategic business needs by leading technical pre-sales demonstrations and acting as a trusted commercial architect for prospective clients

• Commercial Execution: Drive sales opportunities through the funnel and execute the commercial close to hit targets.

• Post-Sales Account Management: Serve as the primary point of contact for post-sales relationship building, helping clients optimize their ROEST workflows and achieve long-term success.

Preferred Technical Skills in Roasting

• Peer-to-Peer Technical Selling: Ability to communicate fluently with Head Roasters, Green Buyers, and Lab Managers, translating complex roasting mechanics into operational ROI.

• Roast Profile Development: Awareness of Rate of Rise (RoR), Development Time Ratio (DTR), charge temperatures, and air/power adjustments during roasting.

• Quality Control & Cupping: Awareness of standard cupping protocols (SCA/CQI standards), identifying roast defects (e.g., tipping, scorching, baking), and evaluating green coffee physical metrics (moisture, density, water activity).

• Profile Scaling & Data Analysis: Experience with roasting software systems (Cropster, Artisan, ROEST Connect) to analyze roast curves, log sensory data, and bridge sample roasts to production batches.
  

Nice-to-have skills

• Spanish language fluency

• Hands-on technical and electrical experience

How you meet your quota

Effort & Activity Drivers:

• Event Lead Generation: Meet roasters at events and trade shows, engaging with them on the challenges and opportunities in their roasting businesses and advocating for ROEST.

• Build relationships: Using your technical knowledge, help people assess when the right time for a ROEST is for their business, and capture what you learn in HubSpot (with the help of smart automations and workflows, we have proven our ability respond to thousands of emails a month with high quality)

• Pipeline Activity: Maintain qualified pipeline at 3x quarterly quota in collaboration with commercial colleagues. We've proven we have a strong pipeline where it's reasonable to manage 200 active Deals in HubSpot at any given time that are qualified and can close within 60 days.

• Monthly Closing Cadence: Consistently achieve a target number of deals closed per month to drive predictable revenue velocity.

Outcome & Revenue Performance:

• Pipeline Valuation: Build and sustain a predictable quarterly pipeline valued at €4.5m+, primarily generated from inbound leads.

• Closed-Won Targets: Successfully convert the pipeline to ramp to €1.5M in closed-won deals per quarter within your first 4 quarters.

• Work effectively within the Sales Commission Policy (updated annually, please ask for the 2026 version when applying)