Director of Sales - Packaging

Job Details Level: Management

Job Location:

SPR Packaging Rockwall - Rockwall, TX 75087

Education Level: 4 Year Degree

SPR, located in Rockwall, TX, is a manufacturer of flexible packaging and agricultural film solutions. SPR is a subsidiary of the Armando Alvarez Group, a 100% privately owned, family company with over $1.3 billion USD in annual sales. The Alvarez Group is headquartered in Spain and has over 2,000 employees across 17 companies operating in over 100 countries around the world.

SPR's Flexible Packaging Division is seeking an experienced Director of Sales to lead the division's sales team and execute the company's commercial strategy. The Director of Sales is responsible for converting company strategy into measurable sales-team priorities, profitable account growth, customer retention, pricing discipline, accurate forecasting, and a qualified sales pipeline. The position leads and develops the Flexible Packaging sales team while maintaining direct involvement with strategic customers and major commercial opportunities.

The Director is also responsible for ensuring strong coordination between Sales and Customer Service and for working closely with Estimating, Scheduling, Operations, Quality, Finance, and other departments to ensure customer commitments are commercially sound and operationally executable.

A candidate for this position must be a commercially driven leader who combines customer focus with accountability, organization, analytical thinking, and the ability to operate effectively in a dynamic manufacturing environment.

• Lead, develop, coach, and hold accountable the Flexible Packaging sales team.
• Translate company strategy into clear sales priorities, account coverage, territory responsibilities, customer-development plans, and individual expectations.
• Develop the technical, operational, and commercial capabilities of the sales team through structured training covering products, materials, manufacturing processes, pricing and cost drivers, applications, and selling skills.
• Establish performance objectives and scorecards for the sales team covering volume, margin trends, account development, forecast accuracy, pipeline development, and process adherence.
• Conduct regular individual and team performance reviews and address underperformance through coaching, role clarity, training, and accountability.
• Maintain and grow core customer relationships while protecting strategically important business.
• Oversee major accounts, negotiations, bids, and significant commercial opportunities.
• Maintain direct involvement with strategic customers and support Account Managers and Sales Representatives in important customer meetings, negotiations, problem resolution, and account planning.
• Develop and execute plans to grow existing accounts through additional products, applications, and share of wallet.
• Identify and develop new customers, markets, applications, and strategic growth opportunities consistent with SPR capabilities and profitability objectives.
• Maintain a disciplined, realistic sales pipeline and ensure opportunities have appropriate customer qualification, timing, volume, pricing, margin expectations, and operational feasibility.
• Own sales forecasting and support the annual budgeting process through accurate customer, volume, and opportunity information.
• Implement pricing strategy within the framework established by the Vice President of Sales and ensure pricing decisions appropriately consider cost, market conditions, volume, capacity, and customer value.
• Maintain commercial discipline by ensuring customer pricing, price calculations, commercial terms, and account information are properly documented and accessible.
• Reinforce consistent use of CRM and other commercial systems for pipeline management, customer activity, account planning, forecasting, and reporting.
• Work closely with Customer Service to improve order execution, pricing accuracy, customer communication, and handoffs, reinforcing clear ownership and communications standards between Sales and Customer Service.
• Ensure the sales team provides complete, accurate, and timely information for new items, specifications, quotations, order changes, nonconformances, credits, customer requirements, and other cross-functional processes.
• Partner with Operations, Scheduling, Estimating, Quality, Finance, and Customer Service to align customer commitments with production capacity, technical capability, lead times, cost, and profitability.
• Escalate significant customer, capacity, quality, pricing, or commercial risks to the Vice President of Sales in a timely manner.
• Monitor competitive activity, customer requirements, material and market trends, and emerging packaging opportunities.
• Provide market and customer feedback to management to support product development, capital investment, operational improvements, and long-term commercial strategy.
• Participate in customer visits, industry events, trade shows, and…