Leeroy Chaffin

About Leeroy Chaffin

I’m a VP Sales & GTM leader who builds revenue in complex, relationship-driven markets—across new business, key accounts, channel/distribution, and international expansion. I craft the roadmap for taking products and programs to market: pricing, positioning, messaging, and the sales motion—then align sales, marketing, and operations to execute with consistency.I’m hands-on in the core GTM disciplines:Strategic planning: clear ICP, positioning, pricing/packaging, and launch/expansion plansCross-functional alignment: breaking silos between sales, marketing, and product/ops to deliver a unified approachRevenue accountability: pipeline, win rate, retention, and efficiency metrics (CAC/LTV mindset where applicable)Sales enablement: tools, training, playbooks, and messaging that improve conversionMarket insight: customer feedback + competitive analysis to refine strategy and executionSelected outcomes:Eliminated a 1.5-year backlog, improved performance 35% → 76% in 6 months, and helped protect $2.9M in funding through training + process recoveryLaunched internationally in 10 months, generating $1.45M, and secured a 5-year,$19M design/manufacturing partnership through strategic relationshipsDrove 213% distributor sales growth and sustained 74% annual revenue retention through channel development and customer expansionManaged top accounts producing $27M+ annual revenue (63% of company revenue) and built dealer programs supporting 800+ locations

Experience

1. Vice President of Sales

   Dekra-Lite Industries, Inc

   Apr 2019 — Present · Santa Ana, CA, US

   Leads revenue growth strategy across new business, expansions, and long-term program retention.Own pipeline, forecasting, deal structure, and executive-level customer relationships across complex, multi-stakeholder accounts.Partner cross-functionally (ops, production, logistics, install/delivery teams) to ensure sold work is executed cleanly—protecting margin and customer confidence.Drive scalable programs and repeatable processes that improve delivery readiness, account experience, and year-over-year growth.

Education

• Cal State Fullerton, College of Business and Economics

  International Business - Spanish, International Business

  1998 — 2001

Skills

• Negociación De Contratos
• Sales Management
• Advertising
• International Sales
• Budgets
• Product Development
• Product Management
• Crm
• P&L Management
• Customer Relationship Management (Crm)
• Manufacturing
• Retail
• B2b
• Trade Shows
• Business-to-Business (B2b)
• Marketing
• Product Marketing
• Strategic Planning
• Brand Management
• Cross-Functional Team Leadership
• Marketing Strategy
• Cold Calling
• Project Management
• Sales Operations
• Customer Service
• Market Planning
• Account Management
• Business Development
• Negotiation
• Sales
• International Business
• Leadership
• Strategy
• Key Account Management
• Brand Development
• Competitive Analysis
• Strategic Partnerships
• Contract Negotiation
• Start-Ups
• Management