Summary
Overview
Work History
Education
Skills
Hobbies & Interests
Timeline
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Alex Panetta

Toronto

Summary

Why me?

A people-first commercial software executive with extensive experience developing successful market expansion and high-performance global commercial strategies. I have a track record of leading and scaling passionate and highly efficient sales, marketing, and customer success teams by being a trusted, empathetic, and inspiring leader.

I navigate all of my decisions by adhering to the following values:

  • Make the impossible happen, often!
  • BE ALL IN
  • Trust the process

Overview

12
12
years of professional experience

Work History

Head of Sales

Boxhub
01.2024 - Current
  • Established a new sales process and team structure, scaling sales headcount from 7 to 27 ICs and 3 Sales Managers.
  • Designed and launched an Enterprise Outbound motion targeting retail, construction and other key industries.
  • Exceeded $40m in FY 24 annual revenue, up from $24m in FY 23.
  • Improved Unit Economics to 5:1 blended LTV:CAC in 8 months, yielding net profitability.
  • Identified and developed strategic partnerships in key markets.
  • Re-architected our CRM (Hubspot) and implemented an advanced sales tech stack (ZoomInfo, Gong) to ensure efficient system usage that adhered to our existing sales and GTM strategy.

Head of Revenue (CRO)

Bettermode
01.2023 - 01.2024
  • Developed a repeatable and scalable Sales & CX process, delivering 100% YoY ARR growth from FY 22 to FY 23
  • Improved new customer acquisition from 9% to 25% in 6 months
  • Increased ARPU from $7,500 to $13,000 in 6 months
  • Decreased monthly churn from 9% to 3% in 6 months
  • Identified and mitigated demand generation inefficiencies, reducing CPL by 50% and increasing lead volume by 200% in 6 months
  • Developed and executed a targeted outbound & strategic partnerships strategy to accelerate existing GTM motions in multiple ICP industries (eg. Retail, SaaS)

Vice President of Revenue

Trint
07.2019 - 07.2022
  • Led North American and European market expansion
  • Grew Direct Sales ARR from $300k to $3.4m in 24 months
  • Grew total company ARR from $2.5m to $12.5m in 24 months
  • Hired and led the commercial between Toronto and London, UK - consisting of 2 Sales Directors, 1 BDR Manager and 24 indirect reports
  • Owned regional P&L – Gross margin of 80%
  • Led localization (FR & DACH) and strategic partnerships strategies
  • Managed Investor and Board relations

Vice President of Sales

Hubdoc
07.2018 - 07.2019
  • $70m (USD) exit to Xero ($XRO)
  • Led M&A commercial integration strategy in NA, UK & APAC regions
  • Grew Hubdoc ARR by 85% in 12 months post acquisition ($7m ARR to $12.9m ARR)

Vice President of Sales & CX

Collage HR
07.2017 - 07.2018
  • Acquired by People Corporation ($PEO)
  • Product monetization and GTM strategy; inbound, outbound & strategic distribution partnerships
  • Financial modeling, forecasting – raised $1.5m seed round
  • Grew customer base 250% ($0-$850k ARR) in 9 months

Vice President of Sales

Vend POS
07.2013 - 07.2017
  • $484m (NZD) exit to Lightspeed POS ($LSPD)
  • Led successful market expansion across North America and EMEA
  • Scaled staff from 1 to 100+ employees in Toronto, London & Berlin
  • Grew revenue from $3m to $30m ARR in 4 years
  • Performed monthly sales forecasting and competitive analysis to determine product performance levels and need for new product development.
  • Owned regional P&L – 4 year blended gross margin of 85%

Education

Music Theory & Audio Engineering

Toronto Film School

CRO School

Pavilion University
2023

Strategic Business Management

Copenhagen Business School
2016

Strategic Sales Planning

Professional Sales Academy
2015

People & Teams Specialization

University of Michigan
2014

Skills

  • SaaS Metrics
  • Business Operations
  • GTM & Process Design
  • Revenue Modeling
  • Market Expansion
  • Strategic Partnerships
  • Change Management
  • Culture Building
  • Data & Insights
  • Board & Investor Relations
  • Capital Raising
  • Behavioral Change & Motivation
  • Community Building

Hobbies & Interests


  • Hiking
  • Skiing
  • Tennis
  • Exercise & Wellness
  • Reading
  • Music & Art
  • Woodworking
  • Startups
  • Coaching & Mentoring


Timeline

Head of Sales

Boxhub
01.2024 - Current

Head of Revenue (CRO)

Bettermode
01.2023 - 01.2024

Vice President of Revenue

Trint
07.2019 - 07.2022

Vice President of Sales

Hubdoc
07.2018 - 07.2019

Vice President of Sales & CX

Collage HR
07.2017 - 07.2018

Vice President of Sales

Vend POS
07.2013 - 07.2017

CRO School

Pavilion University

Strategic Business Management

Copenhagen Business School

Strategic Sales Planning

Professional Sales Academy

Music Theory & Audio Engineering

Toronto Film School

People & Teams Specialization

University of Michigan

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