National Sales Manager - Strategic Brands

Job Description

National Sales Manager - Strategic Brands

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Location: Greater Indianapolis, Indiana (On-site; relocation required)

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Reports To: Chief Operating Officer

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Manages: Internal strategic-brand sales personnel and external sales representatives/agencies

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Company Overview

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Westfield Outdoors is a leading Indianapolis-based company specializing in durable goods manufacturing and international importing services. Our focus lies in outdoor leisure products, including camping furniture, tents, shelters, backpacks, trekking bags, soft coolers, pet products, baby products, hunting accessories, fishing tackle, and patio furniture.

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As a global leader in OEM and private-label manufacturing for the outdoor industry, Westfield Outdoors is committed to delivering innovative, high-quality products while expanding our portfolio of owned brands and direct-to-consumer capabilities.

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Position Summary

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The National Sales Manager - Strategic Brands is responsible for building national sales growth for Westfield Outdoors' portfolio of strategic brands, including Timber Ridge, Forge Creek, and future portfolio additions. The role leads channel strategy and field execution within independent and specialty retail, translating each brand's distinct consumer promise into disciplined distribution, productive retailer relationships, and profitable revenue growth.

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Based in greater Indianapolis, this leader manages both internal sales personnel and a national network of external representatives and agencies. The National Sales Manager establishes coverage, goals, account priorities, operating standards, and performance expectations; coaches the selling organization; and coordinates closely with Strategic Brands, Product Development, Marketing, Customer Service, Supply Chain, Finance, and Operations to ensure the portfolio is positioned and supported for long-term success.

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Key Responsibilities

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National Sales Strategy & Channel Development

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— Develop and execute the national sales plan for the strategic-brand portfolio, with primary emphasis on independent dealers, specialty retailers, buying groups, distributors, and other brand-building channels.

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— Translate portfolio strategy into channel, territory, account, assortment, pricing, and promotional priorities that strengthen each brand while delivering profitable growth.

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— Identify white-space opportunities, priority markets, key accounts, and new routes to market; build disciplined acquisition and expansion plans with clear revenue and margin objectives.

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— Protect brand positioning and channel integrity by pursuing distribution that strengthens consumer trust rather than growth that creates damaging overlap or dilution.

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Sales Team & External Representative Leadership

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— Lead, coach, and hold accountable internal sales personnel and external sales representatives or agencies responsible for strategic-brand growth.

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— Establish territories, account ownership, quotas, coverage expectations, activity standards, reporting requirements, and performance scorecards.

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— Recruit, onboard, train, and develop external representative groups that understand the outdoor consumer, independent and specialty retail, and the distinct role of each strategic brand.

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— Conduct regular pipeline, territory, and performance reviews; recognize strong execution, address gaps quickly, and recommend representative or territory changes when needed.

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— Create practical sales tools, product training, launch materials, and selling narratives in partnership with Strategic Brands, Product, and Marketing teams.

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Retailer, Dealer & Industry Relationships

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— Build senior relationships with influential independent and specialty retailers, dealers, distributors, buying groups, and industry partners.

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— Lead key account presentations, line reviews, annual planning, assortment discussions, negotiations, and follow-through for priority opportunities.

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— Represent Westfield Outdoors and its strategic brands at trade shows, dealer events, industry meetings, and customer visits throughout the United States.

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— Maintain a strong field presence and gather direct feedback on consumer needs, product performance, competitor activity, retail execution, and emerging market opportunities.

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Forecasting, Performance & Commercial Discipline

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— Own sales forecasts, territory plans, account pipelines, revenue goals, margin awareness, and recurring performance reporting for strategic-brand channels.

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— Use CRM, ERP, sales, inventory, and market data to evaluate performance, improve forecast accuracy, identify risk, and direct field activity toward the highest-value opportunities.

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— Partner with Finance and executive leadership on sales budgets, incentive structures, commission plans, customer programs, and investment recommendations.

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— Monitor inventory, service, delivery, deductions, returns, and other commercial issues that affect retailer confidence; assign ownership and drive timely resolution.

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Cross-Functional Brand Execution

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— Partner with the Senior Manager of Strategic Brands to ensure sales plans, retailer programs, and channel choices remain aligned with portfolio strategy and brand standards.

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— Collaborate with Product Development and Sourcing on assortment gaps, retailer requirements, competitive intelligence, product opportunities, samples, pricing inputs, and launch readiness.

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— Coordinate with Marketing, Creative Services, and Digital teams on dealer programs, merchandising, content, promotions, events, and sales-support materials.

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— Work with Customer Service, Supply Chain, Operations, and Finance to convert customer commitments into reliable execution and strong retailer experiences.

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— Provide clear market feedback and commercial recommendations to executive leadership while documenting decisions, owners, milestones, and required follow-through.

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Qualifications

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Education and Experience

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— Bachelor's degree in Business, Sales, Marketing, or a related field preferred; equivalent relevant experience considered.

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— 8-12 years of progressive sales experience in branded consumer products, durable goods, outdoor recreation, sporting goods, or a closely related industry.

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— Demonstrated success managing established name brands and growing sales through independent and specialty retail channels.

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— At least 3-5 years of leadership experience managing internal sales professionals and external sales representatives, agencies, or broker networks across multiple territories.

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— Outdoor-industry experience and an established network within outdoor, sporting-goods, firearms, camping, or active-lifestyle retail are strongly preferred.

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Skills and Competencies

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— Strong national sales planning, territory design, account development, negotiation, forecasting, pipeline management, and performance-management capability.

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— Deep understanding of independent and specialty retail economics, dealer relationships, rep-agency models, trade shows, merchandising, and sell-through support.

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— Ability to lead through both direct authority and influence while creating consistent expectations across employees, contractors, and cross-functional partners.

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— Commercial judgment that balances revenue, margin, inventory, brand equity, service, and long-term channel health.

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— Proficiency with CRM, ERP, Microsoft Excel, PowerPoint, forecasting, and business-reporting tools.

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— Excellent executive communication, presentation, coaching, and relationship-building skills.

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Leadership Attributes & Travel

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— Growth-oriented leader who creates focus, develops people, and holds the sales organization accountable for measurable results.

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— Brand-minded seller who understands that disciplined distribution and consistent execution build long-term enterprise value.

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— High ownership, sound judgment, resilience, and willingness to address performance issues directly and constructively.

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— Must live in or relocate to the greater Indianapolis area and work on-site with Westfield Outdoors' cross-functional teams.

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— Able to travel nationally for customer meetings, field coaching, trade shows, and industry events; approximately 30-40% travel expected.

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Why Join Westfield Outdoors?

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Westfield Outdoors is building a portfolio of strategic brands designed to complement its private-label strength and create greater consumer preference, retail opportunity, and long-term enterprise value. This role offers the opportunity to build the national selling organization, shape channel strategy, develop retailer partnerships, and help Timber Ridge, Forge Creek, and future strategic brands achieve their distinct missions in the marketplace.

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Compensation and Benefits

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Westfield Outdoors offers a competitive salary and comprehensive benefits package, including:

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— Health, dental, and vision insurance

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— 401(k) retirement plan with company match

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— Paid time off and company holidays

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— Opportunities for professional development and career growth

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Equal Opportunity Employer

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Westfield Outdoors is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.