Sales Manager

Job Description

Job Description

Job Summary

The Sales Manager – World Emblem & Hero’s Pride is a senior sales leadership role responsible for building, managing, and driving a high-performance sales organization across both brands in North America. This role owns the commercial performance of two complementary brands — Hero’s Pride, serving law enforcement, military, and public safety markets, and World Emblem, serving a broader universe of industries that benefit from world-class, quick-turn emblem and decoration solutions including workwear, fashion, corporate, and beyond. The Sales Manager is accountable for results across a team of up to 12 sales professionals, combining inside and outside sales coverage.

This is a true senior sales management role, not an individual contributor with a title. The ideal candidate is a proven sales leader who has built and scaled both inside and outside sales teams, created repeatable systems and standard work, and driven consistent revenue growth across multiple verticals and channels. Experience in the law enforcement, military, or public safety markets is strongly preferred, along with a working knowledge of decorated apparel, emblems, patches, or branded merchandise.

The ideal candidate has a proven track record of:

• Building and leading both inside and outside sales teams to meet and exceed individual and team revenue targets
• Selling into law enforcement, military, workwear, fashion, or other B2B verticals requiring fast-turn, customized product solutions
• Designing repeatable outbound systems, sales cadences, and standard work that scale team performance
• Driving disciplined pipeline management, CRM adoption, and KPI-based coaching across a distributed sales team
• Understanding multi-channel buying behavior including direct, distributor, cooperative contract, and GSA procurement vehicles
• Partnering cross-functionally with Marketing, Product, and Operations to align execution across brands and channels

Essential Duties and Responsibilities

Sales Leadership & Team Performance

• Lead, coach, and develop a team of up to 6 inside sales representatives and up to 6 outside sales representatives across North America, ensuring each individual meets or exceeds their assigned revenue targets.
• Build and maintain a high-accountability sales culture built on urgency, ownership, continuous improvement, and results.
• Conduct regular one-on-ones, call reviews, field ride-alongs, and pipeline inspections to assess performance and provide actionable coaching for both inside and outside reps.
• Set clear individual performance goals, track progress against KPIs, and conduct structured performance reviews.
• Recognize top performers and address underperformance proactively with formal improvement plans.
• Recruit, onboard, and ramp new inside and outside sales talent in alignment with team capacity and growth targets.
• Build a bench of future leaders within the sales organization.

Revenue Ownership & Pipeline Management

• Own and deliver the combined World Emblem and Hero’s Pride North America sales revenue targets; drive team performance against monthly, quarterly, and annual goals across both brands.
• Manage and grow a pipeline spanning law enforcement, military, public safety, workwear, fashion, and other verticals where quick-turn decoration drives value.
• Ensure CRM (HubSpot) accuracy and adoption across the full sales team, including pipeline stages, activity logging, next steps, deal probability, and revenue forecasting.
• Monitor pipeline health metrics including coverage ratios, velocity, aging deals, and conversion rates for both inside and outside sales; use data to coach and course-correct.
• Provide daily sales progress updates to leadership through Tier 0 and Tier 1 reviews.
• Drive revenue initiatives and develop creative strategies to grow sales volume, expand wallet share, and win new customers across both brands.

Market Expertise: LEO, Military, Workwear, Fashion & Beyond

• Apply working knowledge of law enforcement and military procurement processes, including agency purchasing cycles, cooperative contracts, bid processes, and GSA/government buying vehicles for Hero’s Pride.
• Build and maintain relationships with key agency buyers, quartermaster officers, procurement officials, distributors, and dealers in the public safety space.
• Identify and develop opportunities within workwear, fashion, corporate, and other industries where World Emblem’s quick-turn decoration capabilities create a competitive advantage.
• Lead the outside sales team in targeting, prospecting, and closing new accounts across assigned territories and verticals in North America.
• Stay current on market trends, buyer behavior, competitive positioning, and emerging needs across all target verticals.
• Represent World Emblem and Hero’s Pride at trade shows, industry events, law enforcement expos, and government procurement events as required.

Sales Systems, Process & Lean Methodology

• Design and enforce standard work for prospecting, pipeline management, outbound activity, discovery, value positioning, and closing — applicable to both inside and outside sales motions.
• Implement the World Emblem Lean methodology across the sales team, including writing standard works, identifying abnormalities within the system, and leading structured problem-solving activities.
• Manage a disciplined sales cadence across inside and outside reps to ensure consistent activity, follow-up, and pipeline generation.
• Ensure all sales activity aligns with brand standards, pricing policies, and Company guidelines for both World Emblem and Hero’s Pride.

Cross-Functional Collaboration

Partner closely with Marketing, Product, Brand, Operations, and Customer Experience across both brands to ensure aligned messaging, smooth customer onboarding, and strong field feedback loops.

Collaborate with Product & Merchandising on assortment decisions, new product launches, and customer-specific needs across all target verticals.

Collect and report competitive intelligence and market trends from both inside and outside teams to support strategic decision-making.

Represent the voice of the customer and the field sales organization in cross-functional leadership discussions

Qualifications

• 7–10+ years of B2B sales experience, with at least 3–5 years in a senior sales management role overseeing both inside and outside sales teams.
• Proven success building and scaling sales teams across multiple verticals and channels in a fast-paced, growth-oriented environment.
• Direct experience selling into law enforcement agencies, military branches, public safety organizations, or government procurement channels strongly preferred.
• Experience selling into workwear, fashion, corporate, or other B2B markets requiring customized or decorated product solutions is a plus.
• Demonstrated ability to build repeatable sales systems, standard work, and accountability structures that drive consistent team performance.
• Strong command of pipeline management, CRM tools (HubSpot), KPI-driven coaching, and revenue forecasting across both inside and outside sales motions.
• Understanding of multi-channel buying behavior including direct, distributor, cooperative contract, and GSA/government procurement vehicles.
• Experience in uniforms, apparel, emblems, patches, insignia, decorated merchandise, or branded products preferred.
• Willingness to travel approximately 30–40% for field visits, trade shows, customer meetings, and outside rep ride-alongs across North America.
• Strong executive presence with customers, agency stakeholders, distributor partners, and internal leadership.
• Advanced Excel and analytical skills; ability to build, interpret, and present sales performance reports.
• Bilingual in English and Spanish preferred (reading, writing, and speaking).

Skills

• Senior Sales Leader —  proven builder and operator of high-performance inside and outside sales teams across multiple verticals and channels
• Market Expert —  working knowledge of LEO, military, workwear, fashion, and adjacent B2B markets; understands how buyers source and purchase decorated products
• Coach First —  develops, motivates, and holds both inside and outside sales professionals accountable to individual revenue targets
• Builder Mindset —  designs repeatable sales systems, standard work, and outbound cadences that scale performance across a distributed team
• Data-Driven —  manages pipeline coverage, conversion rates, and revenue forecasts with discipline and precision across both brands
• High Accountability —  sets clear performance standards, enforces KPIs, and drives consistent execution without losing the team
• Hands-On Leader —  comfortable riding with outside reps, coaching inside reps on calls, and managing performance at a strategic level simultaneously
• Resilient & Competitive —  thrives in fast-paced environments; brings energy, urgency, and a winning mentality to the team every day.

Education / Experience

• Bachelor’s degree in Business, Marketing, Criminal Justice, or a related field required; MBA or advanced degree preferred.
• 7–10+ years of B2B sales experience, with direct experience managing both inside and outside sales teams across multiple verticals.
• 3–5+ years of senior sales leadership or management experience required.
• Direct experience in law enforcement, military, workwear, fashion, or decorated merchandise markets preferred.

Language Ability

Bilingual in English and Spanish is preferred (reading, writing, and speaking). Ability to write professional correspondence. Ability to effectively present information in one-on-one and group settings, including agency buyers, procurement officials, distributor partners, and senior internal leadership. Strong verbal and written communication skills required.

Supervisory Responsibilities

This role has direct supervisory responsibility for the World Emblem and Hero’s Pride sales team, consisting of up to 6 inside sales representatives and up to 6 outside sales representatives across North America — up to 12 direct reports in total. The Sales Manager is responsible for hiring, onboarding, coaching, performance management, and professional development of all team members. This includes setting individual and team revenue targets, managing territory assignments, conducting regular one-on-ones and performance reviews, and building a high-performance, accountable sales culture across both inside and outside sales functions.