Director of Sales

About the Role

Location

National/Remote

Role Type

Full-Time, Permanent 

Department

National Sales Force (NSF)

Work Environment

Field-Based

Role Purpose

The Director of Field Sales is a dynamic and strategic leader responsible for overseeing the National Sales Force (NSF) and Strategic Account Teams. This role will also manage sales efforts for key accounts, ensuring alignment with overall company objectives and driving growth across multiple channels. Responsible for aligning the company’s sales execution with the strategic objectives of the leadership team and key partners, this leader will bring strong communication, operational, and leadership skills to guide 4–8 direct reports, ensuring high performance and accountability across the organization. Serving as a key architect in shaping and implementing sales strategies, the Director will support long-term growth and customer success.

Ownership of critical sales deliverables includes national planning, performance tracking, and partner-driven initiatives. Cross-functional collaboration will ensure the right resources are in place to support territory growth, merchandising execution, and strategic customer relationships. Setting clear priorities, defining goals, and driving consistent, measurable results across the field and strategic account teams are central to the position, along with effectively communicating progress, outcomes, and obstacles to leadership and partners. Success in this role requires a strong understanding of retail hardware, distribution channels, and the value of field representation, combined with strategic thinking, people management, and the ability to translate partner needs into actionable plans for the sales team.

Main Responsibilities

Leadership & Team Development

• Provide leadership, coaching, and strategic guidance to the National Sales Manager, supporting the development and effectiveness of the NSF.
• Lead and oversee the strategic accounts team, setting clear goals, monitoring performance, and ensuring consistent execution of strategic initiatives.
• Define, track, and analyze key performance indicators (KPIs) for both teams to ensure accountability and data-driven decision-making.

Strategic Planning

• Collaborate closely with the Executive VP and senior leadership to align departmental strategies with broader company objectives.  Monthly formal report out and plan adjustments.
• Translate corporate goals into actionable plans for the NSF and strategic accounts teams, ensuring clarity and alignment.
• Develop, implement, and continuously improve sales processes, tools, and best practices to drive operational efficiency and consistency.
• Foster cross-functional collaboration with account teams, customer service, IT, and executive leadership to support integrated market strategies.

Sales Execution

• Ensure the National Sales Force consistently delivers strong sales performance in alignment with company priorities and strategic initiatives.
• Partner with the strategic accounts team to strengthen relationships with key accounts, identify growth opportunities, and proactively address challenges.
• Cultivate and maintain strong manufacturer partnerships to support product launches, promotional campaigns, and increase market share.

Executive Communication

• Prepare and deliver regular reports and business updates to the Executive VP, highlighting key wins, challenges, opportunities, and resource requirements.
• Serve as a senior ambassador for Creeden with customers, manufacturers, and channel partners, strengthening external relationships.
• Represent the company at trade shows, industry events, and key customer meetings to stay engaged with market trends and competitive dynamics.

Sales Management

• Maintain direct sales oversight for 4–6 key accounts, owning the relationship and sales strategy for each.
• Regularly meet with assigned customers to manage existing programs, identify growth opportunities, and drive new business through Market Share initiatives and competitive conversions.
• Collaborate with internal teams to ensure seamless execution of sales plans, merchandising strategies, and customer-specific initiatives for these accounts.

Travel Requirements

This position requires approximately 50% travel, including at least quarterly visits to the corporate office, territory visits, retail store sales calls, and attendance at trade shows and key customer events.

About the Team

Function

The National Sales Force serves as the primary interface between Creeden’s manufacturer partners and independent retail hardware stores nationwide. Through consultative selling, account management, and in-store merchandising support, the team delivers product presentations, drives execution at store level, and supports sustained growth for customers and manufacturers. Each Territory Sales Representative acts as a trusted advisor to help customers optimize assortments, launch programs, and enhance retail success.

You Will Report To

Executive Vice President

Direct Reports

4-8

Key Relationships

• Executive Leadership Team
• National Sales Manager
• Senior Territory Sales Representatives
• Territory Sales Representatives
• Strategic Accounts Sales Managers
• Strategic Accounts Project Managers
• Customer Buyer/Manager/Owner
• Manufacturer Partners
• IT/BI Team
• Customer Service Team
• Account Teams

Required Competencies

Customer-Centric Mindset

• Dedicated to understanding customer needs and delivering exceptional service and solutions.

Sales Leadership

• Demonstrates a deep understanding of the sales cycle and drive performance across diverse teams.
• Motivates, develops, and holds sales teams accountable to results and KPIs.
• Balances short-term revenue goals with long-term relationship growth.
• Uses data to evaluate team performance, identify trends, and guide decisions.
• Establishes meaningful KPIs and performance benchmarks.

Strategic Thinking

• Anticipates industry trends and translates insights into clear, actionable strategies.
• Aligns team priorities with broader organizational objectives.
• Identifies long-term opportunities and proactively positions the team for success.
• Identifies opportunities to increase value and share of wallet with key accounts.
• Aligns team efforts with customer success and measurable outcomes.

Executive Communication

• Communicates complex strategies and data clearly to executive stakeholders.
• Crafts compelling narratives for internal and external audiences.
• Delivers crisp updates, recommendations, and asks during executive meetings.

People Development

• Coaches and mentors team members to reach their full potential.
• Provides timely, constructive feedback and recognizes high performance.
• Fosters a high-performance culture rooted in accountability and continuous improvement.

Operational Execution

• Drives consistent execution of sales processes and strategic initiatives.
• Implements tools and practices that enhance efficiency and scalability.
• Ensures strong follow-through on commitments across all levels of the team.

Continuous Improvement

• Embraces a mindset of growth and learning; always looking for ways to enhance personal performance, sales results, and service delivery.
• Open to coaching, feedback, and change, with a strong desire to improve both process and outcomes for customers and manufacturers.

Professionalism & Integrity

• Projects a polished, professional image aligned with Creeden's values.
• Upholds high ethical standards and business integrity at all times.

Qualifications & Skills

• Bachelor’s Degree or equivalent work experience in sales, marketing, or a related field (preferred but not required).
• Minimum of 10 years of sales experience, preferably in retail, field sales, or a related industry.
• Valid driver’s license with acceptable record (required for travel).
• Proven track record of managing and leading sales teams.

About Creeden

For over 45 years, Creeden has been one of the leading sales & marketing firms in the Home Improvement Industry proudly representing some of the most powerful brands with the world’s largest retail, industrial and e-commerce customers.  Creeden provides exceptional value in all sales & marketing activities to grow our manufacturer & retail partner’s business through field sales, trade show support, headquarter programs and relationship management.

www.creeden.com

E-Verify

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