VP, Retail Sales

Salary Range: $ To $ Annually

The Vice President of Retail Sales is a key member of the leadership team and is responsible for driving the performance, profitability, and strategic direction of the Kentucky Lottery Corporation’s (KLC’s) retail channel. This role ensures that the KLC maximizes retail growth opportunities through strong retailer partnerships, optimized field operations, and continuous performance improvement. Provides vision and leadership to the retail sales organization, ensuring that staffing levels, roles, and daily activities are aligned with measurable sales outcomes.

Demonstrates deep retail expertise, proven forecasting capabilities, and experience managing major retail partnerships and chain store accounts. Operates in a fast-paced environment, manages multiple priorities, and leads high-performing teams focused on maximizing sales growth and enhancing retailer satisfaction.

• Develops and executes comprehensive retail sales strategy that maximizes revenue, profitability, and market share across all retail segments, including strategic business development to expand priority accounts and emerging channels.
• Continuously evaluates retail trends, competitive landscapes, and market opportunities adjusting strategy to achieve sustained growth and position KLC for long-term success.
• Monitors and reports on industry trends from peer states identifying opportunities for growth and innovation.
• Establishes clear performance objectives and KPIs for the retail channel and modernization initiatives, overseeing progress toward annual sales and profit goals. Ensures KPIs are applied consistently to strengthen growth, compliance, and retailer experience statewide.

• Leads, mentors, and manages the retail sales organization, including Field Sales teams, Corporate Account Managers, and Sales Operations along with support functions.
• Reassess staffing levels, geographic assignments, and role design to ensure resources are aligned with sales potential and return on investment.
• Ensures field activities including store visits, merchandising, promotional execution, retailer training, and performance follow-up are directly tied to measurable sales impact.
• Aligns field execution to modernization KPIs, including adoption of future-ready checkout, compliance with KLC standards, and retailer satisfaction, providing quantifiable reports and analytics.
• Manages effective use of vending equipment. Allocates placement based upon sales performance, field feedback, and corporate initiatives.

• Builds and maintains strong relationships with chain store owners, retail executives, and independent retailers, expanding KLC’s footprint through proactive business development with priority accounts and emerging channels.
• Oversees retailer onboarding, training, incentive programs, and performance management. Drives adoption of next generation features such as self-checkout and mobile POS in alignment with KLC standards and regulatory requirements.
• Leads business development negotiations and corporate account growth, including technology, POS, and payment partnerships that modernize the retail experience.
• Develops and deploys strategic programs that enhance retailer experience and increases retailer participation, compliance, and advocacy. Establishes innovative roadmap, pilots new retail models, and scales proven concepts statewide.
• Partners cross-functionally to design go-to-market plans for new checkout capabilities, data integrations, and omnichannel retail, defining KPIs and return on investment to guide investment decisions.