National Sales Manager

National Sales Manager – U.S. Commercial Accounts

Role Overview – Reporting to the Vice President of Optics, the National Sales Manager is responsible for leading and executing the U.S. commercial sales strategy. This role oversees all national commercial accounts, manages key buy‑group relationships, leads the commercial sales team, and drives sales performance through strategic planning, field execution, and collaboration with senior leadership.

• Partner with the VP of Optics to develop and refine national commercial sales targets.
• Lead the U.S. commercial sales team, establishing accountability and a performance culture.
• Monitor team KPIs and territory performance to ensure revenue goals are achieved or exceeded.
• Drive execution of the commercial go‑to‑market plan across all assigned channels.

• Serve as the primary point of contact for all U.S. commercial accounts and buy‑group partners.
• Negotiate pricing programs, trade terms, and promotional opportunities.
• Build long‑term relationships that strengthen Primary Arms’ market position and partner loyalty.

• Develop and maintain a national sales plan that aligns with corporate goals and growth targets.
• Collaborate cross‑functionally with marketing, operations, finance, and product teams to support campaigns, new product launches, and inventory alignment.
• Deliver detailed sales forecasts, reporting, and territory performance analysis to the VP of Optics.

• Manage the commercial sales operating budget, including team travel, events, and trade shows.
• Oversee sales team travel schedules to ensure regional coverage and customer engagement.
• Represent Primary Arms at major industry events, buy‑group summits, and customer visits.

• Recruit, train, and retain high‑performing sales professionals.
• Foster a collaborative, performance‑driven team culture focused on results and growth.
• Support team development through regular coaching, goal setting, and strategic alignment.

• 7+ years of experience in commercial sales leadership within the optics, sporting goods, firearms, or outdoor industries.
• Proven success managing national retail accounts and buy‑group partnerships.
• Strong leadership, negotiation, forecasting, and communication skills.
• Willingness and ability to travel extensively throughout the United States (up to 60%).

• Bachelor’s degree in Business, Marketing, or related field preferred.
• MBA is a plus.

• Strategic mindset with a hands‑on leadership style.
• Proficiency in CRM tools, Microsoft Office Suite, and ERP systems (Net Suite experience a plus).
• Passion for the optics industry and the 2A community.

• Competitive base salary + performance‑based bonus.
• Full benefits: health, dental, vision, 401(k) with match.
• Employee discounts and access to industry‑leading products.
• Culture of growth, innovation, and tactical excellence.

Primary Arms Optics is proud to be an Equal Opportunity Employer. Veterans encouraged to apply.