Director of Retail Sales

Director of Retail Sales

RAFTR Roofing + Exteriors (RAFTRx)

Location: Nashville, TN

Job Type: Full-Time

Company Overview

At RAFTR Roofing + Exteriors (RAFTRx), we're not just replacing roofs—we're restoring peace of mind. As a growing leader in the roofing and exterior services industry, we are committed to delivering exceptional craftsmanship, outstanding customer experiences, and reliable roofing solutions.

As we continue to expand our residential retail roofing business, we are seeking an experienced, results-driven Director of Retail Sales to lead the development, execution, and growth of our retail sales operations.

Position Overview

The Director of Retail Sales will be responsible for developing and executing RAFTRx's residential retail sales strategy, building high-performing sales teams, and driving sustainable revenue growth across assigned markets.

This leadership position will focus on direct-to-consumer roofing sales , including homeowner-funded and financed roof replacements and exterior improvement projects.

The ideal candidate brings extensive experience in residential roofing or home improvement sales, a proven track record of building successful sales organizations, and the ability to implement scalable sales processes that maximize conversion rates, customer satisfaction, and profitability.

Key Responsibilities

Sales Strategy & Business Growth

• Develop and execute retail sales strategies to achieve revenue, growth, and profitability targets.
• Lead the expansion of retail roofing sales operations across assigned markets.
• Identify new market opportunities, sales channels, and growth initiatives.
• Establish sales goals, forecasts, and performance benchmarks.
• Collaborate with executive leadership to align retail sales initiatives with overall business objectives.

Sales Leadership & Team Development

• Recruit, develop, coach, and lead high-performing residential retail sales teams.
• Establish clear performance expectations and accountability standards.
• Implement structured onboarding, sales training, and ongoing professional development programs.
• Conduct performance evaluations and provide coaching to improve individual and team results.
• Develop sales leaders capable of supporting sustainable growth across multiple markets.

Retail Sales Process & Performance Management

• Design, implement, and optimize standardized retail sales processes, from lead generation and initial consultation through contract signing.
• Oversee the effectiveness of roofing inspections, estimates, proposals, pricing presentations, and financing discussions.
• Implement strategies to improve lead conversion, close rates, average contract value, and sales productivity.
• Monitor sales pipelines, customer engagement, and follow-up activities through CRM systems.
• Establish and track key performance indicators (KPIs) to identify opportunities for improvement.
• Ensure retail sales practices support company profitability and pricing standards.

Cross-Functional Collaboration

• Partner with Marketing to develop lead generation strategies and improve lead quality.
• Coordinate with Operations and Production to ensure seamless project handoffs and positive customer experiences.
• Collaborate with Finance and executive leadership on pricing strategies, forecasting, and profitability.
• Work with Market Leaders to support retail sales execution and market-level performance.

Customer Experience & Compliance

• Ensure consistent, professional, and transparent sales presentations.
• Promote ethical selling practices and compliance with applicable regulations and company policies.
• Maintain high customer satisfaction throughout the sales process.
• Address escalated sales concerns and implement improvements to the customer experience.

Qualifications

Required:

• 7+ years of successful sales experience in residential roofing, home improvement, construction, or a related industry.
• 3+ years of sales leadership experience managing teams and driving revenue growth.
• Proven track record of developing and executing successful sales strategies.
• Strong understanding of direct-to-consumer sales, pricing, financing, and consultative selling.
• Demonstrated ability to recruit, train, coach, and develop high-performing sales teams.
• Experience managing sales pipelines, forecasting, and performance metrics.
• Strong analytical, communication, negotiation, and leadership skills.
• Ability to travel to assigned markets as required.

Preferred:

• Direct experience leading residential retail roofing sales operations.
• Experience building or scaling a retail sales division across multiple markets.
• Familiarity with residential roofing systems, estimating, and project pricing.
• Experience implementing structured in-home sales presentations and closing strategies.
• Proficiency with CRM platforms and sales performance reporting tools.
• Experience collaborating with marketing, operations, and production teams in the roofing or exterior services industry.

Key Performance Indicators

Success in this position will be measured through:

• Retail sales revenue growth and achievement of sales targets.
• Sales conversion rates and average contract value.
• Gross margin and sales profitability.
• Sales representative productivity, retention, and development.
• Lead management effectiveness and pipeline performance.
• Successful expansion and performance of assigned retail sales markets.
• Customer satisfaction and quality of sales-to-production handoffs.

What We Offer

• Opportunity to lead and expand a growing residential retail sales business.
• A leadership role with meaningful influence on sales strategy and business growth.
• Collaboration with experienced sales and operational leadership.
• Professional growth opportunities within an expanding roofing and exterior services organization.
• Competitive compensation with potential performance-based incentives, subject to the approved compensation plan.

Join Our Team

If you're an experienced sales leader with a passion for developing high-performing teams, driving revenue growth, and building scalable retail sales operations, we want to hear from you.

Join RAFTR Roofing + Exteriors and help shape the future of our residential retail sales business.