Commercial Strategist & Operator

B2B Sales X Racquet Sports

27 years in tennis. 9 years coaching. 6 years in B2B SaaS salesMy career spans racquet sports and commercial growth, from NCAA competition, tennis and padel operations, and corporate events to building and executing sales motions across sports tech, edtech, revenue tech and cybersecurity.Today, I bring those worlds together through fractional sales and Playbound.

FRACTIONAL SALES

I embed as a fractional sales operator, diagnosing and fixing the gaps preventing your sales motion from scaling:

  • Pipeline Generation: Outbound, ICP, Messaging

  • Conversion: Discovery, Qualification, Demos

  • Sales Process: Repeatable Frameworks and Systems

Works whether you're founder-led or have sales leadership.

What you get:

  • Immediate sales capacity: Hands-on execution without adding another full-time hire.

  • A sales motion that works: Stronger outbound, discovery, and conversion not just recommendations.

  • Repeatable sales systems: Documented frameworks and playbooks your team can continue using.

INTRODUCING PLAYBOUND

Corporate team experiences built around play.

Playbound makes corporate sports experiences effortless through fully managed events, starting with padel.

Previously at:

Accord • Pressbooks • Rewind • PUSH

What leaders have said about working with me:

“I had the pleasure of working with Sandra at Pressbooks, where she consistently brought innovative thinking to her role as an Account Executive. She combines strong sales instincts with creativity and a thoughtful, customer-centric approach.Sandra initiated and led projects that supported revenue growth, and she was always a positive, collaborative partner to work with.I would gladly work with her again, and anyone who has the opportunity to work with Sandra will be lucky to have her on their team.”
- Founder, Aisistant
(Former Manager of Digital Marketing at Pressbooks)

About Me

I’ve spent 27 years in tennis, including 9 years coaching at Canadian clubs and academies, before expanding into B2B SaaS, where I've spent the past 6 years building and executing sales motions across sports tech, edtech, sales tools and government funding.I've closed business across Canada, the U.S. and Europe while building outbound systems, improving sales processes and helping early-stage companies turn sales into something repeatable. My background also includes padel operations and corporate events, giving me hands-on experience across both the business and delivery sides of racquet sports.Today, I bring those worlds together through Close Clarity and Playbound, combining B2B sales, racquet sports and hands-on execution.

What makes me different:

Sales Execution + Systems Building
I don't just recommend what to change. I've built outbound, discovery, and sales processes while actively selling and closing business.Hands-On Operator Experience
Experience across B2B sales, tennis and padel operations, corporate events and early-stage environments where execution matters.Racquet Sports Expertise
27 years in tennis, including NCAA competition and 9 years of coaching, plus experience in padel operations, sports tech and racquet-sport facilities.Complex Sales & Funding Experience
Experience selling government funding services and navigating long sales cycles, multiple stakeholders, procurement and institutional buyers across North America and Europe.

Results I've Delivered

Sports technology & Athlete recruitment

  • Consistently met & exceeded KPI (100%+ attainment) selling to NCAA D1 and D2 strength coaches and athletic programs (PUSH, acquired by WHOOP)

  • Revitalized a previously underperforming vertical, closing new athlete partnerships across Canada

Edtech

  • Closed $110K+ ARR in one quarter at Pressbooks (4x quota)

  • Added $170K ARR to a $600K territory (28% lift) + grew a $190K account by 21% through strategic relationship-building

Sales & GTM Tools

  • Tripled sales at Accord during growth stage (raised outbound SQL conversion rate by 130%)

  • Consistently met and exceeded metrics at 80-110% attainment

Complex Sales

  • Turned a pre-PMF government funding service into $169K+ in revenue in 4.5 months (Cada)

  • Led U.S. expansion from 2 → 8 clients in one quarter (250%)

PLAYBOUND

Corporate team experiences built around play.

Playbound makes corporate sports experiences effortless through fully managed events, starting with padel in Montréal's West Island and Pitt Meadows, BC.Whether you're bringing colleagues together, celebrating a team milestone or looking for something different from the usual company outing, we create beginner-friendly experiences that encourage connection, collaboration and a little friendly competition.

No padel experience required. We coordinate the venue, coaching, games so your team can focus on having fun together.

BEGINNER FRIENDLY
Designed so everyone can participate, even if they've never picked up a racket.FULLY COORDINATED
From the venue and equipment to coaching and event format, we make planning easy.BUILT FOR TEAMS
Social, active experiences designed to get coworkers interacting beyond the office.

Let's WORK TOGETHER

Let's Connect

Whether you're looking for fractional sales support or planning a corporate team experience, tell me a little about what you're looking for.