Director of Sales

We are the world's largest emblem manufacturer and embroidery services with 8 strategic locations throughout the US, Canada, Mexico, and Europe. We have been trusted year after year by customers for over 30 years to provide high-quality products and embroidery services that help customers createa great look, have memorable experiences, and promote their brand. We offer a wide variety of emblem options, ranging from traditional embroidered to FlexStyle patches and everything in between. Our culture is represented by our Core Values: Stay positive, Get the Job Done, Customer Centricity and 100% Committed to the team.

JOB SUMMARY

The Director of Sales is a senior sales leader responsible for driving net-new revenue growth by building, leading, and scaling a high-performance team of hunter sales executives. This role owns the new business engine from market strategy and pipeline creation to coaching, standards, and execution. This is a true sales manager role, not an individual contributor with a title. The ideal candidate has a proven track record of: Building repeatable outbound sales systems Coaching sales executives to consistently win new customers Recruiting, onboarding, and scaling sales teams Driving predictable pipeline and revenue growth Experience in apparel, apparel decoration, or branded merchandise is required, with a deep understanding of how buyers purchase, source, and evaluate decoration partners.

ESSENTIAL DUTIES AND RESPONSIBILITIES

New Business Growth & Market Expansion

• Own and deliver net-new revenue targets through disciplined pipeline generation and conversion
• Define and execute market expansion strategies across priority verticals, geographies, and customer segments
• Establish clear Ideal Customer Profiles (ICPs) and target account strategies
• Ensure consistent outbound activity that results in qualified pipeline at scale

• Lead, coach, and develop a team of hunter-focused sales executives
• Conduct regular ride-alongs, call reviews, pipeline inspections, and deal strategy sessions
• Build a culture of accountability, urgency, and continuous improvement
• Set clear expectations around activity, pipeline health, conversion metrics, and close rates

• Design and enforce standard work for:
• Prospecting and outbound activity
• Pipeline management and forecasting
• Discovery, value positioning, and closing
• Implement and manage a disciplined sales cadence across the team
• Ensure CRM accuracy and adoption (pipeline stages, next steps, probability, forecasting)
• Drive consistency without stifling top-performer creativity

• Own the health of the new business pipeline (coverage ratios, velocity, aging, conversion)
• Track and manage key performance indicators including:
• Pipeline creation vs. targets
• Win rates and deal size
• Sales cycle length
• Activity-to-opportunity conversion
• Use data to coach, course-correct, and scale performance

• Recruit, hire, and onboard high-caliber hunter sales talent
• Develop structured onboarding plans to ramp new hires quickly
• Continuously assess team capacity vs. growth goals and plan headcount accordingly
• Build a bench of future leaders within the sales organization

• Partner closely with Marketing, Operations, Production, and Customer Experience teams to ensure:
• Strong lead flow and messaging alignment
• Smooth onboarding of new customers
• Feedback loops from the field to product and operations
• Represent the voice of the customer and the field in leadership discussions

• 8+ years of sales experience, with 5+ years in a sales leadership role
• Proven success building and leading hunter sales teams
• Direct experience in apparel, apparel decoration, or branded merchandise (embroidery, patches, heat transfer, embellishments, etc.)
• Demonstrated ability to build repeatable sales systems and standards
• Strong command of:

• Pipeline management
• Forecasting
• KPI-driven coaching
• CRM systems
• History of hitting and exceeding new business revenue targets
• Willingness to travel approximately 40%

• Builder mindset - thrives in growth and scale environments; designs repeatable systems for market expansion
• Coach first - recruits, develops, and scales high-performing hunter sales teams
• Data-driven - manages pipeline, conversion rates, and revenue forecasts with discipline and precision
• High accountability - sets clear performance standards, enforces KPIs, and drives consistent execution
• Strategic but hands-on - comfortable defining go-to-market strategy while actively selling, coaching, and closing in the field
• Resilient and competitive - embraces rejection, long sales cycles, and the rigor required to win new business

• Bachelor's degree in business, Marketing, ora related field required; MBA or advanced degree preferred.
• 8+ years of experience in channel management, sales operations, partner programs, wholesale, distribution, or marketplace management.