Senior Director of Sales

The Senior Director of Sales is a senior leadership role responsible for the sales performance of all company store locations. This individual owns the sales strategy, execution, and culture across every our client retail environment — driving measurable results through team development, data-driven decision making, and proactive business development. The role demands a hands-on leader who thrives in the field, is passionate about retail excellence, and brings a sharp commercial instinct to every interaction.

• Assume full ownership and accountability for sales results across all store locations, including revenue targets, conversion rates, and sales budgets.
• Set the standard for a high-performance sales culture — modeling best-in-class selling behaviors, clienteling excellence, and customer experience.
• Partner with store management to ensure daily, weekly, and monthly sales goals are understood, communicated, and actively pursued.
• Conduct regular store visits to work directly with teams on sales objectives, reinforce standards, and maintain alignment with company budgets.
• Lead and inspire a cross-location team of sales associates through direct coaching, mentorship, and structured development initiatives.
• Identify top performers and create individualized development plans to build an internal pipeline of future leaders.
• Identify underperformers early, implement actionable Performance Improvement Plans (PIPs), and provide regular 1-on-1 coaching sessions with documented outcomes.
• Oversee all sales training programs — from onboarding through advanced selling techniques — ensuring consistent delivery across all locations.
• Monitor voluntary turnover rates and proactively implement retention strategies, engagement programs, and recognition initiatives.

• Partner with President, COO and store leadership to identify, recruit, and onboard top-tier sales talent aligned with the our client’s brand and culture.
• Build and maintain a pipeline of qualified sales associate candidates for current and future needs across all locations.
• Participate actively in the interview and selection process for all sales roles, ensuring a consistent, high-bar hiring standard.
• Assess team composition by store and proactively plan for coverage, growth, and succession.

• Take ownership of all key sales performance indicators (KPIs), including Sales Per Hour (SPH), Units Per Transaction (UPT), Average Transaction Value (ATV), client conversion rates, and return rates — by associate and by location.
• Review and act on storewide productivity metrics: sales vs. target by location, sales per square foot, traffic-to-conversion trends, and labor-to-sales ratios.
• Identify performance gaps and opportunities from KPI dashboards and translate insights into concrete action plans for individuals and teams.
• Oversee clienteling effectiveness metrics — including return customer rates, client spend growth, and CRM utilization — to ensure outbound activity translates into measurable revenue.
• Review and act on outbound engagement data: logged client outreach actions, appointment booking rates, and conversion of appointments to sales.

• Identify, ideate, and execute BTB sales strategies and partnership opportunities in each local market served by a location.
• Cultivate relationships with corporate accounts, hospitality partners, event planners, stylists, and other B2B channels to drive incremental revenue.
• Develop location-specific BTB plans tailored to the demographics, competitive landscape, and commercial opportunities unique to each market.
• Track and report BTB performance against targets, adjusting strategies as market conditions evolve.

• Align associate scheduling and staffing plans with traffic data and peak selling periods to maximize revenue generation.
• Partner with visual merchandising and buying teams to ensure seasonal campaigns and product placement are optimized to drive sales results.
• Develop and maintain a sales calendar by store that captures events, promotional initiatives, key traffic days, and…