Vice President, Direct-to-Consumer and Wholesale

Company Description

Watch here to see what it's like to work at Red Wing Shoe Company.

Red Wing Shoe Company is based in Red Wing, Minnesota, just 40 minutes from St. Paul, where our corporate office sits along the Mississippi River in downtown Red Wing. We are a global company with 2,300 employees around the world, but we maintain a close‑knit family atmosphere that comes with being a privately‑held company. We're rich in history and tradition, but innovation drives us to deliver best‑in‑class product solutions and highly rated customer experiences.

Focus on our employees and company culture results in meaningful employee engagement across the organization.

The targeted hiring range for this full‑time position is $250,000 – $300,000 depending on qualifications, however the expanded salary range provides opportunities for advancement. Our executive compensation package also includes both short‑ and long‑term incentive opportunities as well as enhanced retirement benefits. Our salary ranges are determined by role, level, and job location. Within the range, individual pay is determined by factors including job‑related skills, competencies, experience, and relevant education, training or a combination of these things and market demand.

Your recruiter can share more about the specific salary range and benefits for your location during the hiring process.

Our comprehensive benefits package for full‑time employees includes medical, dental, and vision coverage, along with health savings and flexible spending accounts, life and disability insurance, generous paid time off and holidays, a 401(k) match, employee discounts, and valuable well‑being benefits like free EAP services, financial planning assistance, and well‑being coaching all designed to support your health and financial security.

Red Wing Shoes is seeking a VP for Direct to Consumer (DTC) and Wholesale. This role will provide executive leadership over our critical Global Heritage and North American Work and Hunt business units and sales team to drive long‑term profitable growth across our direct‑to‑consumer and wholesale channels. This role is accountable for defining and executing strategies that expand consumer access, strengthen brand presence, and elevate customer partnerships.

The Vice President will help shape and champion our unified‑commerce vision, to ensure seamless integration of retail and wholesale experiences while maximizing revenue and profitability. This role will report to our President of Global Sales.

This position requires a dynamic and engaging transformational leader who empowers teams, leads by example, and fosters a culture of innovation, collaboration, and trust. The VP will inspire positive change, encourage continuous improvement, and create an environment where teams exceed expectations and deliver exceptional results.

• Define and execute Wholesale and Retail growth strategies aligned with global objectives.
• Deliver long‑range and annual revenue plans through effective leadership of field sales and retail teams.
• Partner with cross‑functional leaders (Product Creation, Marketing, Revenue Operations, Finance, etc.) to build go‑to‑market strategies, maximize our brands and assortments, and drive market share growth.
• Build and maintain strategic relationships with key retail partners, dealer owners, and industry stakeholders.
• Develop comprehensive growth plans for major accounts and distribution channels, leveraging insights and analytics to inform decisions, maximize revenue potential, and minimize risk and channel conflict.
• Oversee adoption of process, tools, and training to enable sales effectiveness across wholesale and DTC.
• Ensure teams leverage sales methodology, manage pipelines, and deliver revenue goals.
• Collaborate with Revenue Operations, Product Creation, Consumer Experience and Demand Planning to optimize forecasting, inventory planning, and resource allocation.
• Partner with cross‑functional marketing, business technology, revenue operations, product, and digital commerce leadership to define and drive unified‑commerce initiatives across physical stores, owned websites, and…