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AE's Territory Routing

Explains how Account Executive territories are structured across North, South, and West regions, with a full table of AE-to-state assignments. Covers why routing matters, provides the current territory map, and clarifies what happens when territories change (handled by RevOps, not AEs).

1. Territory Routing Reasoning

At Varsity Tutors for Schools (VT4S), Account Executive (AE) territories are structured around three major regions:

  • North

  • South

  • West

Each region contains a subset of AEs with dedicated state or tier-level assignments. This ensures:

  • Clear ownership of accounts

  • Consistent CRM automation

  • Reliable reporting and forecasting

Examples:

  • Julie Seidel (West) → AZ, NV, NM, CO, CA, HI

  • Caitlin Cepeda (North) → VT, ME, NH, MA, RI, NJ, VA, CT

  • Brendan Smith (South) → FL

The complete assignments are listed in the table below.

2. Why Territory Routing Matters

  1. Clear Ownership

    Every AE knows exactly which schools and districts they are responsible for, reducing overlap.

  2. Automation & Workflow Dependencies
    CRM workflows depend on territory mappings for:

    • Contact assignment

    • Deal routing

    • Task creation and notifications

    • Regional reporting

  3. Strategic Reporting
    Pipeline health and sales performance are tracked by region and AE.

  4. Contextual Expertise
    AEs develop deep knowledge of their assigned region’s challenges and regulations, leading to stronger school conversations.

3. Current Territory Routing

AE RVP SDR Region States 
Julie Seidel Andres Franklin Claire Celski West NV, CO, AZ, NM, UT, CA, HI
Bryce Schwanke Andres Franklin Claire Celski West MT, WY, SD, NE, KS, ND, IA, MN, MO, IL, WI, WA, AK, OR, ID
Tyler Stafford Andres Franklin Claire Celski West TX
Brendan Smith Mark DeFranco Shy
Estes 		 South FL
Saralee Parker Mark DeFranco Shy
Estes 		 South GA 
Charles Watson Mark DeFranco Shy
Estes 		 South TN, KY, NC, SC
Brandy Martin Mark DeFranco Shy
Estes 		 South MS, AL, AR, OK, LA
  Bill McCormack  Jesse Slusher Madison Rietsema  North  PA, OH, WV
Paul Getzen Jesse Slusher Madison Rietsema North IN, MI
Caitlin Cepeda Jesse Slusher Madison Rietsema North VT, ME, NH, MA, RI, NJ, VA, CT
Ariel Tyson Jesse Slusher Madison Rietsema North NY
Jesse Slusher Jesse Slusher Madison Rietsema North DE, MD, DC

4. What Happens When Territories Change

If an AE’s territories shift (e.g., Nevada reassigned, or new tiering introduced), updates must be made in the CRM. This is handled by RevOps and Sales Ops, AEs do not need to update workflows themselves.

5. Troubleshooting

🔁 Assigned the wrong territory? Double-check this guide against the AE Territory Routing table. If your state is not listed under your name, it may belong to another AE. If you have questions, please reach out on #vt4s-hubspot.

❌ Deals or contacts not routing correctly in HubSpot? Confirm that the company and contact records have the correct state listed. Mismatched data can block assignment. We rely on the field called "Location State" for assignments. 

🛠 Still stuck? Reach out in #vt4s-hubspot on Slack for assistance.

📅 Updated: January 1st, 2026