Sales Lead

About this role

ABOUT BASTION

Bastion builds regulated financial infrastructure for modern businesses. Bastion's full stack product suite covers stablecoin issuance, custodial wallet infrastructure, and global asset conversion rails, with the flexibility to deploy individual capabilities or combine them end-to-end.

Bastion's regulated foundation underpins a compliance-first approach to risk management, ensuring the integrity and security of all financial activity within its systems. Bastion holds the appropriate licenses for its own operations, but can also act as a service provider, offering compliance and financial operations support under our customers’ licenses.

OVERVIEW

We're hiring a Sales Lead to run Bastion's sales motion for our custody and conversion products. Our customers are fintechs, payments providers, and crypto companies that need wallet infrastructure and global asset conversion rails, and we need someone who can find them, get in front of them, and close them quickly.

Your targets are companies that already know they need to move money. The sale is about showing them Bastion does it better, faster, and with regulatory coverage they can trust. You'll work with our outbound infrastructure and tooling to generate pipeline at scale, qualify inbound, and convert prospects into live customers who are moving volume.

You'll partner closely with our technical account manager on technical evaluation and integration scoping, our commercial strategy lead on deal structuring and pricing, and our legal team on agreement terms. The technical and commercial heavy lifting is supported; your job is to find the right companies, run a clean process, and close.

You should be polished enough to be in the room with an enterprise client when needed, but you won't be responsible for those deals. Your focus is building and scaling a repeatable sales motion for the custody and conversion product.

This is an individual contributor role. You may have managed teams in previous roles, but you're coming here to sell and build and execute this motion from the ground up. We're a small team and the person in this seat needs to be comfortable operating independently, building their own pipeline, and moving fast.

This role is based in New York City in a flexible, hybrid environment. It reports to our CEO.

WORK TO BE DONE

Instead of a list of requirements, we want to give you a directional look into the first 15, 30, and 60 days on the job.

We are a startup, so the pace is fast and the specific work will change. People who thrive here are finding ways to contribute in their first week, and fully productive in their third month. You need to be okay with that.

If you think this is something you can handle, we will be excited to speak with you.

FIRST 15 DAYS: SELL WHILE YOU LEARN

- Get on calls immediately — join live customer conversations alongside our team to understand how we position, price, and close today

- Take over inbound qualification within week two, running a structured discovery process to assess fit and urgency for every prospect that reaches out

- Get hands-on with our outbound tooling and infrastructure — learn the systems, understand the target list logic, and start generating your own pipeline

- Map the current pipeline, understand where every active conversation stands, and identify the ones you can move forward right now

- Learn the products deeply enough to run a credible first call without a technical counterpart in the room — understand what they do, who they serve, how they compare, and what integration looks like

- Outcomes - You have personally run discovery calls and moved at least one new prospect into evaluation - You own inbound qualification — no prospect sits without a response for more than 24 hours - You are actively generating outbound pipeline using our tooling, not waiting for leads to come to you

BY 30 DAYS: OWN THE NUMBER

- Run the full sales process end-to-end

- Hit a sustainable outbound cadence — emails, LinkedIn, warm intros, conference follow-ups — generating enough pipeline to support quarterly targets

- Develop a repeatable qualification framework so you spend time on the right prospects and disqualify the wrong ones quickly — speed matters, and not every conversation is worth a second meeting

- Build strong working relationships with the technical account manager, commercial strategy lead, and product team so handoffs are seamless and nothing falls through the cracks

- Outcomes - A qualified pipeline with enough volume and velocity to support our revenue and payment volume targets - A documented sales process with clear stages, exit criteria, and SLAs for each team involved - Forecasts that leadership can rely on — you know what's closing, what's stuck, and why

BY 60 DAYS: SCALE WHAT WORKS

- Identify patterns in what's converting and feed that back to the commercial strategy and product teams — which segments close fastest, which product capabilities are table stakes vs. differentiators, where we lose deals

- Refine outbound messaging and targeting based on six months of data — double down on what works, cut what doesn't

- Build the playbook that a second seller could pick up — talk tracks, objection handling, competitive positioning, pricing guidance, and deal templates

- Expand into adjacent segments or geographies based on what you've learned about where demand is strongest

- Partner with brand and comms to turn customer wins into case studies, references, and credibility that makes the next sale easier

- Outcomes - A repeatable, documented sales motion that doesn't depend solely on your personal relationships - Clear data on ICP fit, conversion rates, and deal velocity that informs company strategy - The team is positioned to scale beyond a single seller

SOME CHALLENGES YOU MIGHT TACKLE

- Navigating technical buyers (CTOs, engineering leads) who want to

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