National Director of Sales

Job Summary

The National Director of Sales is responsible for leading, managing, and executing the organization’s comprehensive sales strategy to drive revenue growth, expand market share, and maximize profitability within the paint and coatings industry. This role oversees all sales operations, including the development of strategic sales plans, accurate forecasting, promotional initiatives, and the establishment of competitive pricing structures that align with gross margin objectives.

The Director builds and maintains strong relationships with key clients and partners while identifying new business opportunities and market trends to sustain long‑term growth. Accountable for all sales‑related activities across the organization, this position manages performance metrics, customer reporting, pipeline development, and contract negotiations, ensuring alignment with overall business goals. The National Director of Sales collaborates cross‑functionally with marketing, finance, and operations to support cohesive execution of company initiatives while also leading, mentoring, and developing a high‑performing sales team focused on accountability, results, and continuous improvement.

• Ownership of total revenue growth and market share expansion
• Achievement of annual sales budget and margin targets
• Accurate forecasting and pipeline management
• Expansion into new markets, including OEM segments

• Hire and train regional sales managers and dealer sales representatives.
• Organize and oversee the schedules, territories, and performance of regional sales managers and dealer sales representatives.
• Direct staffing, training, and performance evaluations to develop and control sales program.
• Handle discipline and termination of employees in accordance with company policy.

• Develop and execute strategic plans and promotions to achieve sales targets.
• Create and communicate sales goals and ensure C‑level executives are informed on the progress of those goals.
• Build and maintain long‑lasting, strong relationships with customers while partnering with them to better understand their business objectives and needs.
• Understand industry‑specific trends and landscapes.
• Effectively communicate value propositions through presentations and proposals.
• Report on forces that shift strategic directions of accounts and tactical budgets.
• Provide leadership to the sales team.
• Motivate and encourage sales team to ensure quotas are met.
• Review and analyze sales and operational records and reports; use data to project sales, determine profitability and targets, and identify potential new markets.
• Identify and analyze customer preferences to properly direct sales efforts.
• Resolve customer complaints, staffing problems, and other issues that may interfere with efficient sales operations.
• Collaborate with executive leadership to develop sales quotas and strategies.
• Monitor and approve expenses.
• Act as company representative at trade association meetings.
• Develop and execute sales strategies targeting OEM and industrial coatings markets.
• Manage and expand dealer/distributor networks within the paint and coatings industry.
• Identify and capitalize on emerging trends in coatings technology and applications.

• Excellent written and verbal communication skills.
• Proven ability to drive the sales process from start to finish.
• Excellent sales and customer service skills.
• Excellent listening, negotiation, and presentation skills.
• Strong supervisory and leadership skills.
• Excellent organizational skills and attention to detail.
• Proficient with Microsoft Office Suite and pertinent modules within SAPB1 / Batch Master.

• Bachelor’s degree in Business, Business Administration, or related field, OR
• Comparable record of sales leadership experience required.
• At least three years of sales experience required.
• Experience in the paint/coatings industry, specifically working with OEM customers.

• Prolonged periods of sitting at a desk and working on a computer.
• Must be able to lift to 15 pounds at times.

This is a full‑time, 40‑hours per week exempt position and standard hours are 8:00 to 5:00, although travel, and other circumstances may require flexible hours. Evening and weekend work may be required as job duties demand.

This position requires up to 80% travel. Travel will frequently be outside the local area including international travel and overnight. Travel will include automobile, air transit and other methods as necessary to fulfill duties.