Vice President DirecttoConsumer and Wholesale

Job Description

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 teams 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 third‑party marketplaces.
• Identify opportunities and risks, prioritize initiatives, and allocate resources to maximize ROI.
• Responsible for defining and delivering annual and long‑range revenue and operating plans
• Owns and provides strategic leadership over the P&L in partnership with Finance Business Partners
• Lead, coach, and develop senior leaders and teams; set clear goals and expectations.
• Foster a high‑performance culture focused on accountability, innovation, and growth.

• Bachelor’s degree (B.A./B.S.) and a minimum of 10 years of senior leadership experience in sales management, wholesale, retail, or omnichannel businesses. Proven track record building and scaling wholesale businesses in North America. Proven success managing P&L and scaling multi‑channel organization. Experience leading cross‑functional teams and driving digital transformation.

• Deep and established relationships with key retailers, specialty partners, distributors, and DTC channels
• In‑depth understanding of omnichannel retail models, including wholesale, DTC, ecommerce platforms, and marketplace ecosystems
• Expertise in wholesale sales cycles, account management, contract, and distribution partner negotiations
• Proficiency in financial management, forecasting, margin analysis, and inventory optimization
• Awareness of retail trends, consumer behavior analytics, and competitive market dynamics
• Strategic planning and execution capabilities to scale regional businesses and implement unified‑commerce growth plans
• Strong relationship‑building and influencing skills with major retail partners and cross‑functional teams
• Advanced negotiation and contract structuring abilities, ensuring profitable terms and brand alignment
• Proficient in data‑driven decision‑making, leveraging…