Mid-Atlantic Regional Sales Director

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Summary

The Mid-Atlantic Regional Sales Director is a senior field sales leadership position with direct accountability for the revenue performance, sales strategy, talent, and overall commercial health of the Mid-Atlantic region.

Unlike a traditional multi-unit sales management role, this position requires a leader who can diagnose a business, develop a regional strategy, and drive measurable revenue improvement across markets with varying levels of maturity and performance.

The Regional Sales Director will lead and develop Patient Care Consultants and sales leadership across the territory while partnering closely with Operations, Marketing, Clinical Leadership, and the executive Sales organization.

Success requires a strong combination of commercial acumen, analytical rigor, hands-on sales leadership, change management, and talent development
. This leader must be equally comfortable analyzing a regional performance dashboard, presenting an action plan to senior leadership, coaching a consultant through a complex patient opportunity, and entering an underperforming market to create a turnaround strategy.

Key Responsibilities

Own regional sales performance and revenue attainment across the Mid-Atlantic territory, with accountability for monthly, quarterly, and annual goals.

Develop and execute comprehensive regional strategies designed to accelerate revenue growth, improve conversion, and maximize market opportunity.

Identify underperforming markets quickly and create structured 30-, 60-, and 90-day turnaround plans with measurable outcomes.

Evaluate center-level performance and determine the underlying drivers of revenue gaps, including lead volume, scheduling, show rate, conversion, ASP, financing utilization, capacity, staffing, refunds, and pipeline health.

Translate enterprise sales strategy into actionable market-level execution.

Build regional forecasts and maintain a clear view of risks, opportunities, pipeline health, and expected revenue performance.

Identify opportunities for incremental growth through pipeline reactivation, referral development, local/grassroots initiatives, market partnerships, and improved utilization of existing demand.

Maintain command of regional and center-level KPIs, including revenue attainment, consult-to-case conversion, buy rate, ASP, scheduling rate, show rate, lead response, pipeline aging, financing utilization, refunds, and productivity.

Use data to distinguish symptoms from root causes and prioritize the actions most likely to impact revenue.

Establish clear performance expectations and operating rhythms across the region.

Provide senior leadership with concise, actionable reporting on regional performance, risks, opportunities, and recovery plans.

Hold leaders and individual contributors accountable to defined performance standards while creating the coaching and resources necessary for success.

Build, coach, and retain a high-performing regional sales organization.

Develop sales talent at multiple levels and establish a strong succession pipeline for future leadership roles.

Identify performance gaps early and implement structured coaching, development, and accountability plans.

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