Timothy Rollo

Customer acquisition & lead management**

Prospecting and outbound outreach (calls, emails, networking)

Responding to inquiries and scheduling estimates

Marketing alignment (pricing, promotions, branding)

Quoting & sales**

On-site or virtual estimates

Accurate pricing (per pane, per window, or flat rate)

upselling add-ons (screen cleaning, sills, frames, pressure washing)

Job preparation & planning**

Scheduling and route optimization

Site assessment (access, hazards, water supply, power, permits)

Safety planning and risk assessment

Cleaning operations**

Window cleaning (interior/exterior, skylights, storefronts)

Screen, track, and frame cleaning

Towel/cloth, squeegee, scrubber, and water-fed pole use

Streak-free techniques, tar removal, hard-water stain treatment

Special treatments (glazing, low-emissivity coatings) handling per client needs

Equipment & supply management**

Inventory tracking and reorder levels

Maintenance of tools (ladders, poles, harnesses, squeegees)

Proper storage and transport (vehicle organization, safety gear)

Safety & compliance**

OSHA or local safety guidelines adherence

Use of PPE (gloves, goggles, hard hats, non-slip footwear)

Fall protection for high-rise or 2-story work

Liability waivers and client consent where required

Quality control**

Final inspection for streaks, residue, and missed spots

Customer sign-off or feedback collection

Addressing touch-ups or re-cleaning requests

Customer service & relationships**

Addressing complaints and resolving issues promptly

Post-service follow-ups and maintenance recommendations

Building long-term client relationships and referrals

Financial management**

Invoicing, payments, and receipts

Budgeting and cost control

Payroll processing

Tax compliance and record-keeping

Administrative tasks**

Maintaining client records and job notes

Scheduling, calendar management, and calendar sharing with staff

Insurance management (general liability, workers’ comp)

Permits and licensing renewals if required

Training & development**

Onboarding new employees

Ongoing safety and technique training

Certification pursuit (if applicable)

Fleet and facility management

Vehicle maintenance and inspections

Fuel management and route optimization

Satellite or storage facility coordination

Typical ownership responsibilities

Strategic planning & vision**

Define business goals, target markets, and growth strategies

Decide service area, pricing strategy, and service mix

Legal and compliance**

Obtain and maintain necessary licenses and permits

Ensure insurance coverage (GL, workers’ comp, auto)

Adhere to local labor laws and wage regulations

Financial oversight**

Manage cash flow, budgeting, and profitability analysis

Set pricing models and discount policies

Financial reporting to stakeholders or lenders

Brand and marketing oversight**

Brand identity, messaging, and value proposition

Marketing campaigns, digital presence, reviews, and reputation management

Quality standards and safety culture**

Establish safety policies and train staff accordingly

Implement incident reporting and corrective actions

Human resources**

Hiring, performance reviews, and employee development

Employee morale, culture, and retention strategies

Payroll and benefits management (or vendor management)

Customer experience governance**

Defining service-level expectations

Handling escalations and major client relationships

Ensuring consistent, high-quality service

Operations scalability**

Process documentation (SOPs) for consistency

Systems for scheduling, CRM, and invoicing

Technology investments to improve efficiency

Risk management**

Insurance renewals and safety audits

Compliance with environmental regulations (e.g., chemical usage)

Exit or succession planning** (long-term)

Business continuity planning

Succession or sale readiness

Sample duties checklist (quick reference)

[ ] Respond to new inquiries within 24 hours

[ ] Schedule on-site estimate within 2–3 business days

[ ] Complete site assessment and safety plan before work

[ ] Perform interior and/or exterior window cleaning to standard

[ ] Clean screens, tracks, and frames as requested

[ ] Use appropriate PPE and fall protection where required

[ ] Verify client satisfaction and obtain sign-off

[ ] Generate and deliver invoice promptly

[ ] Reorder supplies and perform equipment maintenance

[ ] Review and update SOPs for any recurring issues

• Managed daily operations of window cleaning services, ensuring high standards of quality and customer satisfaction.
• Trained and supervised staff on safety protocols and effective cleaning techniques.

trategic leadership and vision

Define and articulate a clear nationwide sales strategy aligned with corporate objectives (growth targets, market share, profitability).

Translate strategy into actionable field plans, quotas, and key performance indicators (KPIs) for regions and sales teams.

Establish a compelling value proposition for eye care professionals (ECPs), retailers, and distributors.

Lead long-term portfolio planning (new products, launches, pricing, promotions, and SKUs).

Drive a customer-centric and data-driven culture across the sales organization.

Revenue and growth management

Set annual and quarterly revenue targets by channel (optometrists, ophthalmology practices, wholesale, retail partners).

Optimize multi-channel coverage (field sales, inside sales, e-commerce partnerships) to maximize penetration.

Develop and manage pricing strategies, discounting policies, and promotional calendars.

Identify and prioritize high-potential markets, territories, and partnerships; allocate resources accordingly.

Monitor and forecast sales funnel health, win rates, and repeat purchase velocity.

Leadership and team development

Recruit, hire, and onboard top-tier sales talent; build a scalable leadership structure.

Develop a high-performance culture with clear expectations, recognition, and accountability.

Coach and mentor regional vice presidents, sales directors, and field managers; implement succession plans.

Invest in ongoing training on product knowledge, clinical benefits, value-based selling, and compliance.

Customer relationships and market access

Build and sustain executive-level relationships with key accounts, large optometry networks, and strategic distributors.

Represent the company in industry forums, conferences, and professional associations.

Develop partner programs with managed care organizations, wholesale distributors, and retail partners.

Ensure exceptional customer experience, responsiveness, and issue resolution at scale.

Product and portfolio strategy

Collaborate with Product and R&D on pipeline prioritization based on clinician needs and market gaps.

Guide strategic pricing and reimbursement discussions; manage payer strategies where applicable.

Lead launch planning for new contact lens lines, accessories, and eye care products; orchestrate cross-functional readiness.

Market intelligence and analytics

Lead market research on competitive landscape, pricing, and reimbursement dynamics.

Leverage CRM, POS, and external data to drive insights on adoption, drop-off, and physician preferences.

Monitor regulatory changes, clinical guidelines, and reimbursement policies affecting sales.

Marketing alignment

Align sales with marketing campaigns, educational programs, and key account marketing.

Oversee speaker programs, clinical education initiatives, and sponsored studies when appropriate.

Ensure consistent brand messaging and physician-facing collateral.

Operations, process, and governance

Design and optimize sales processes (lead qualification, opportunity management, contract negotiation, order-to-cash).

Implement standard operating procedures (SOPs) for field and inside sales, including compliance and ethics.

Establish robust forecasting and territory planning processes; implement territory alignment where needed.

Manage CRM governance, data quality, and sales analytics dashboards.

Compliance, ethics, and risk management

Ensure adherence to healthcare laws and industry regulations (e.g., privacy, anti-kickback, promotion guidelines).

Develop and enforce codes of conduct, conflict-of-interest policies, and vendor compliance.

Oversee risk management related to product liability, safety, and adverse event reporting.

Financial stewardship

Develop and manage the sales budget, including headcount, travel, incentives, and systems.

Approve incentive comp plans, bonuses, and recognition programs aligned with company goals.

Monitor gross margin, OKRs, and ROI of major sales initiatives and partnerships.

Digital and e-commerce leadership

Drive digital selling strategies: e-commerce channels, tele-sales, and virtual demonstrations.

Invest in sales enablement tools, training platforms, and analytics capabilities.

Expand remote or hybrid selling models to improve reach and efficiency.

Cross-functional collaboration

Partner with Finance, Marketing, Operations, Regulatory, Legal, and Clinical Affairs to execute initiatives.

Lead cross-functional project teams for launches, market expansions, or major partnerships.

Communicate transparently with the executive team and board on progress, risks, and needs.

Change management and adaptability

Navigate market dynamics (economic shifts, supply chain challenges, consumer behavior changes).

Lead transformation initiatives (digital adoption, process simplification, organization redesign).

Foster resilience and change readiness across the sales organization.

Performance measurement and accountability

Define and track leading and lagging indicators (new accounts, active customers, attach rates, renewal rates, CLV).

Establish performance review cycles, feedback loops, and continuous improvement plans.

Celebrate wins and address underperformance with coaching and realignment.

Customer insights and advocacy

Create formal programs to capture clinician feedback and translate into product/portfolio decisions.

Develop patient support resources or access programs where appropriate to support outcomes.

Succession and legacy

Build a durable leadership pipeline; document processes and institutional knowledge.

Ensure business continuity and risk mitigation for key accounts and channels.

Training and Development

• Onboarding New Hires: Conducting orientation and initial training programs for new sales representatives to quickly get them up to speed on company processes, products, and sales techniques.
• Identifying Skill Gaps: Performing assessments and observing sales interactions (sometimes via field visits or recorded calls) to identify individual and team knowledge or skill deficiencies.
• Developing and Updating Content:Designing and producing educational materials (e.g., videos, case studies, job aids, e-learning modules) to address identified training needs and stay current with market trends and new products.
• Delivering Training: Facilitating training sessions through various methods, including one-on-one coaching, group workshops, role-playing activities, and virtual classrooms.
• Providing Ongoing Coaching and Mentorship: Working closely with representatives, especially underperformers, to provide tailored feedback and support for continuous improvement.

Strategy and Evaluation

• Aligning with Business Objectives:Collaborating with sales and marketing leadership to ensure training programs align with the company's overall sales strategy, goals, and brand messaging.
• Monitoring and Reporting: Tracking training effectiveness through performance metrics and sales data, and reporting findings and recommendations to management for continuous improvement.
• Managing Training Resources:Overseeing training budgets, coordinating schedules, and managing learning management systems (LMS) or content libraries.

Collaboration and Leadership

• Building Relationships: Developing strong relationships with regional sales managers, district managers, and other key stakeholders to foster a collaborative learning environment and ensure alignment.