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Rula is a mental healthcare company on a mission to integrate behavioral health into primary care. You will lead a field sales team of Account Executives selling into medical practices across the Western United States, transforming how primary care providers think about and deliver mental health referrals.
In this role, you'll manage a distributed team responsible for turning provider interest into active referral partnerships. Your team works directly inside medical practices, engaging physicians, office managers, and administrators in multi-stakeholder buying conversations. The core mission is shifting provider mindset: mental health is not a handoff with a pamphlet, but a clinical responsibility PCPs own. You'll coach your team through these conversations, ensure signed practices become active ones, and raise the standard for patient care.
You'll spend approximately 50% of your time in the field—conducting team ride-alongs, coaching reps through live sales conversations, and supporting practice-level activation. You report directly to the Director of Provider Group Sales and sit at the center of Rula's growth strategy.
Rula is remote-first and hires across most U.S. states (excluding Hawaii). The company emphasizes work-life balance, transparent pay, comprehensive benefits (medical, dental, vision, life, disability, FSA/HSA), 401(k), generous time off including two company-wide shutdown weeks annually, paid parental leave, EAP, quarterly department stipends, home office stipend, and a $50/month wellness stipend.
REQUIREMENTS:
- 7+ years of field sales experience selling to outpatient medical practices, with demonstrated success across multiple practice types (solo, small group, mid-market) and multi-stakeholder buying processes involving physicians, office managers, and administrators
- 3+ years of direct people management with at least 3 direct reports in a field sales environment, including hands-on accountability for field activity metrics (visits, meetings, demos) alongside revenue outcomes, and demonstrated ability to develop and retain high-performing reps
- Comfort managing a distributed team remotely, including asynchronous coaching, virtual pipeline reviews, and maintaining rep engagement without daily in-person oversight
- Proven ability to drive provider behavior change beyond the point of agreement
- Hands-on experience with in-person sales tactics in clinical settings, including lunch and learns, cold walk-ins, scheduled office visits, and rep ride-alongs
- Must be based in MST or PST, with ability to travel ~50% or more within territory for field visits, team ride-alongs, and practice-level activation support
PREFERRED QUALIFICATIONS:
- Experience in behavioral health, mental health, or specialty referral sales (e.g., psychiatry, therapy, substance use treatment)
- Experience hiring, onboarding, and ramping field sales reps from scratch
- Experience at a high-growth startup or scaling healthcare technology company where process and playbook were still being built
- Familiarity with value-based care (VBC) or ACO dynamics and how they influence provider decision-making
- Proficiency with Salesforce CRM at a management level (pipeline review, rep activity tracking, reporting)
