Vice President, Sales

About Us

At Monrovia we are dedicated to creating a more beautiful world by selecting and growing plants of superior quality. We know that creating a beautiful garden or landscape is about connecting to the beauty of nature. We use our hearts, minds, and hands to nurture plants for all types of landscapes. Our passion for plants, use of natural processes, and our years of experience result in plants that enable consumers to achieve a landscape of exceptional beauty and share in the joy that comes from creating healthy living spaces.

The VP, Sales plays a critical role in building sales strategies and positioning Monrovia for the future. This leader owns the full commercial agenda — from long-range revenue planning and channel strategy to team development and key customer relationships — and serves as a senior cross‑functional partner across Operations, Marketing, and Finance. The VP, Sales embodies Monrovia's Craftsman culture and upholds the company's commitment to growing beautifully, confidently, and responsibly.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Duties and responsibilities include, but are not limited to the following:

• Create and maintain a three-year sales plan that minimizes expenses and maximizes ROI to achieve the plan.
• Own and communicate the annual and long‑range revenue forecast, including accountability for net sales targets by channel, region, and customer segment.
• Continuously assess market channel viability and recommend strategic pivots as needed to maintain competitive advantage.
• Recommend and support a competitive premium pricing strategy, including freight recovery modeling and managing customer‑facing rate changes.
• Oversee the DTC channel in partnership with Marketing, ensuring wholesale and direct channels complement rather than conflict.
• Drive the featured plant and new variety commercialization process from introduction through sell‑through.
• Manage Monrovia's featured plant program to generate a competitive advantage in the marketplace.
• Develop and maintain broad and specific initiatives that position Monrovia as the premier ornamental horticulture brand.

• Develop and steward Monrovia’s most strategic retail partnerships at the executive level, including key national and regional accounts.
• Assess and actively manage channel conflict, particularly as DTC and IGC relationships evolve.
• Represent Monrovia at key industry events, trade shows, and customer events, including the annual Expo and centennial celebrations.
• Communicate business expectations and results clearly and consistently to customers and internal stakeholders.

Work closely with regional sales coaches to oversee and continuously develop the sales team, driving sales figures, profitability, and individual growth.

• Recruit, develop, and retain regional sales coaches and the broader sales team, with explicit commitment to Monrovia’s Craftsman culture.
• Build a coaching cadence that includes field rides, pipeline reviews, and individual development planning.
• Model leadership behaviors that demonstrate consistency, integrity, fairness, and a steadfast resolve to achieve excellence.

Partner closely with Operations to align sales commitments with production availability and quality standards.

• Collaborate with Marketing on consumer insights, sell‑through data, and campaign execution.
• Provide structured input to the S&OP process to balance demand signals against nursery capacity.
• Support Monrovia's mission and strategic priorities through active engagement across all company functions.

• Define and track KPIs beyond top‑line revenue, including sell‑through rates, account retention, new door growth, and margin by channel.
• Report regularly to the President & CEO and Board on sales performance, market conditions, and strategic risks.

Travel nationally (estimated 30‑40%) to engage with the sales team, key customers, and Monrovia’s nursery operations in California, Oregon, and Georgia.

• Perform other duties…