Vice President, C&I Sales, West

Job Title: VP, C&I Sales, West Region

Location: Remote, US (West Coast – CA) CANDIDATES MUST BE LOCATED IN SOUTHERN CA, AZ, NM, OR NV.

Department: Sales

Reports to: Chief Revenue Officer

FLSA Status: Exempt, Full-Time

Job Description:

The Vice President of Sales - West Region is a senior leadership role responsible for driving strategic growth, sales execution, and revenue performance across the Western United States. This position oversees a team of Regional Sales Managers (RSMs) and their supporting agency and distributor networks, ensuring alignment with Max Lite’s strategic objectives and strengthening our market presence across commercial, industrial, ESCO, national account, and distribution channels.

As a key member of the sales leadership team, the VP will shape regional strategy, develop high-performing teams, build strong customer and channel relationships, and ensure Max Lite delivers exceptional service and innovative, energy-efficient lighting solutions to the marketplace.

• Lead, manage, and mentor multiple Regional Sales Managers across the Western Region.
• Set clear expectations, define regional sales strategies, and ensure execution of sales initiatives.
• Recruit, train, and develop top sales talent, cultivating a high-performance culture.
• Conduct regular performance reviews and coach RSMs toward continuous improvement.

• Develop and execute the West Region sales strategy aligned with corporate goals.
• Oversee regional agency partners, evaluating performance and upgrading representation when needed to support growth targets.
• Drive revenue growth across all channels:
  National distribution, ESCO, contractor, national accounts markets.
• Identify emerging opportunities, competitive threats, and market trends, translating insights into actionable sales plans.

• Strengthen and expand relationships with key distributor chains at the senior management level, independents, contractors, ESCOs, LMCs, national accounts, and representative firms.
• Support RSMs in high-value negotiations, account strategy, and major project opportunities.
• Build strong relationships with customer decision-makers—purchasing, engineering, operations, and executive leadership.
• Engage directly with top regional customers to reinforce Max Lite’s value proposition and secure long-term partnerships.

• Collaborate with project, design/build, and energy teams at key distributors and ESCOs to grow the project pipeline.
• Support major regional project pursuits and oversee forecasting, pricing strategy, and competitive positioning.

• Work closely with Sales Operations and Marketing to execute promotional programs, regional launches, and targeted campaigns.
• Align with Product Management and Engineering to provide market insights and influence product roadmap decisions.
• Partner with Operations, Customer Service, and Supply Chain to ensure excellent service levels and smooth project execution.

• Own regional forecasting and budgeting responsibilities for the West Region.
• Manage regional travel, promotional, and operating expenses in alignment with corporate financial goals.
• Provide timely and accurate reporting to executive leadership on sales performance, competitive intelligence, lost business, and key wins.
• Represent Max Lite at regional and national trade shows, conferences, and industry events.
• Perform all other duties as assigned with minimal supervision.

• Bachelor’s degree in business administration, marketing, or related field; MBA highly desired.
• 10+ years of progressive sales leadership experience, including managing regional or multi-state teams.
• Strong preference for experience in the lighting industry, energy services, electrical distribution, or related markets.
• Proven ability to lead, coach, and motivate field sales teams to exceed performance goals.
• Strong business acumen with experience in regional oversight, forecasting, and budgeting.
• Exceptional negotiation skills and experience closing large…