Director of Sales

• Job Category Sales
• Employee Type Exempt
• Travel 25%
• Manage Others Yes

Description

The Director of Sales provides strategic leadership and direction for the company's sales organization, driving revenue growth, market expansion, and customer satisfaction across all sales channels. This position is responsible for developing and executing comprehensive sales strategies, leading and developing the sales team, and strengthening relationships with distributors, dealers, and key accounts.

The Director of Sales partners closely with Executive Leadership, Marketing, Operations, Product Management, Customer Service, and Manufacturing to ensure sales initiatives align with company objectives, production capabilities, and long-term growth strategies. This role analyzes market trends, competitive activity, and sales performance to identify opportunities, improve processes, and maximize profitability while fostering a high-performance sales culture built on accountability, collaboration, and continuous improvement.

• Develop, implement, and execute the company's strategic sales plan to achieve revenue, profitability, and market share objectives.
• Identify new markets, business opportunities, and strategic partnerships to support company growth.
• Define sales objectives, territory strategies, and account development plans.
• Monitor industry trends, customer needs, competitive activity, and economic conditions to adjust sales strategies accordingly.
• Collaborate with executive leadership on annual sales forecasts, budgets, and long-range planning.
• Lead, coach, mentor, and develop the sales management team and Sales Representatives.
• Establish clear performance expectations, accountability measures, and professional development plans.
• Recruit, interview, hire, onboard, and train new sales personnel.
• Conduct regular performance evaluations and provide coaching, counseling, and corrective action when necessary.
• Foster a culture of teamwork, integrity, customer service, and continuous improvement.
• Build and maintain strong relationships with key distributors, dealers, OEM partners, and strategic customers.
• Serve as an executive point of contact for major customer concerns and escalated issues.
• Advise distributors and dealers on company policies, product offerings, pricing, and Standard Operating Procedures (SOPs).
• Represent the company at trade shows, industry events, dealer meetings, and customer visits.
• Monitor sales performance through KPIs, dashboards, forecasts, and financial reporting.
• Analyze sales data, market trends, product mix, pricing, and profitability to improve decision-making.
• Maintain appropriate sales forecasts and communicate demand planning information to Operations and Manufacturing.
• Ensure CRM data integrity and accurate sales reporting.
• Collaborate with Marketing on promotional campaigns, product launches, and customer engagement initiatives.

• Partner with Operations, Manufacturing, Engineering, Customer Service, and Finance to align customer expectations with business capabilities.
• Communicate market intelligence and customer feedback to leadership and Product Management.
• Support new product launches by providing sales strategy, forecasting, and market positioning.
• Ensure effective communication of company initiatives and executive direction to the sales organization.

• Minimum of ten (10) years of progressive sales experience.
• Minimum of five (5) years of sales management or leadership experience.
• Demonstrated history of achieving and exceeding sales goals.
• Experience working with distributors and dealer networks.
• Manufacturing industry experience preferred; firearms industry…