Director of Sales; West Coast). White LilyLifestyle

Director Of Sales, West

The Director of Sales leads the commercial strategy, revenue growth, and customer partnerships across distribution, dealers, contractors, builders and national accounts. This role is responsible for shaping the go-to-market plan, developing high performing teams, and driving profitable growth. This role oversees regional sales teams and drives execution across the channel to expand market share, strengthen customer partnerships, and support product adoption within both residential and commercial segments.

Key responsibilities include:

• Develop and implement a comprehensive sales strategy across two-step distribution, dealers, national accounts, builders, and specialty trade channels.
• Lead, coach, and develop a high-performing field sales organization focused on territory growth, customer support, and execution excellence.
• Build and maintain strong relationships with key customers.
• Drive pricing strategy, program negotiation, rebate structures, and annual agreements in alignment with company goals.
• Partner closely with Product Management, Operations, and Marketing to support product launches, training, and field adoption.
• Manage forecasting, pipeline visibility, and sales planning to ensure alignment with supply, production, and inventory.
• Analyze regional market trends, competitor activity, and channel dynamics to inform strategic decisions.
• Conduct regular business reviews with distributors and dealers to monitor performance, inventory positions, and opportunities.
• Partner with install services to oversee training programs for contractors, installers, and dealer partners to drive product knowledge and pull-through demand.
• Champion safety, integrity, and customer-focused culture across the sales organization.

Qualifications include:

• Bachelor's degree required; advanced degree or industry certifications a plus.
• 7+ years of experience in building materials, with leadership of regional or national sales teams.
• Strong understanding of 2-Step Distribution, Dealer Networks, and Builder/Installer Channels.
• Demonstrated success managing complex programs, pricing structures, and channel negotiations.
• Proven ability to lead field teams, develop talent, and execute growth strategies.
• Strong financial acumen, including forecasting, P&L understanding, and program profitability analysis.
• Excellent communication, negotiation, and relationship-building skills.
  
  Ability to travel frequently to support teams, customers, and industry events.