Joel Wilson-Rogers

Background

About Joel Wilson-Rogers

With 15 years in specialty coffee and the past two in SaaS, I bring a unique blend of operational depth and technical sales expertise. My career spans barista training, wholesale leadership, sales strategy, and software implementation, connecting the dots between people, process, and product to drive commercial success. Currently I am at Cropster, I support roasteries and café chains across Europe as an Account Executive. Previously, as Area Sales Manager, I led sales across multiple markets, supported product onboarding, created installation workflows, and acted as the technical liaison for new customers. My work includes direct involvement in improving internal sales processes and developing customer-facing tools that scale with growth. Before Cropster, I built and managed sales and training departments at some of Berlin’s most respected roasters. I’ve trained baristas, managed wholesale accounts, led cross-functional teams, and developed support systems that create long-term value for both customers and businesses. Throughout my career, I’ve worked extensively with a wide range of coffee technologies—from traditional and fully automatic espresso machines to batch brewers, grinders, roasting equipment, and telemetry systems. I understand how equipment, workflow, and data intersect, and I’ve applied that knowledge to support customers, launch new cafés, roasters, and advise on bar setup and operational design. Bilingual in English and German, I work fluently across diverse markets and company types. Whether selling software, scaling training programs, or advising on machine setups, I bring a structured, pragmatic, and collaborative approach. I value systems thinking, clear communication, and building partnerships that last.