Regional Sales Manager

Why Irwin?

Founded in 1907, Irwin Seating is a fourth-generation, family-owned company with locations in Grand Rapids, Michigan and Altamont, Illinois. We bring people together to learn, create, and share meaningful experiences both within our teams and in the spaces we design. You’ll be part of a people-first team that believes in collaboration, growth, and doing the right thing. Here, you can build a career you love while growing alongside a company that feels like family.

Position Overview

The Regional Sales Manager is responsible for driving Irwin’s sales performance within an assigned region by overseeing both direct and indirect (dealer) sales channels. This role plays a critical part in growing Irwin’s presence in its core markets by managing key customer relationships, supporting dealers, and leading sales efforts from early engagement through project close. The Regional Sales Manager represents Irwin with a high degree of business acumen, technical knowledge, and strategic leadership, ensuring both direct customers and dealer partners are positioned for success.

Responsibilities

Sales Leadership & Territory Management

• Oversee sales activities across both direct and indirect channels within the assigned region.
• Set territory strategy, balancing growth and relationship management for both direct projects and dealer partnerships.
• Manage a diverse portfolio of opportunities and ensure revenue targets are met or exceeded.
• Act as the sales contact for key strategic opportunities, ensuring alignment with Irwin’s market objectives.
• Actively manage and track all opportunities through the company’s CRM system, maintaining visibility and accountability.

Dealer Partnership & Channel Development

• Build and maintain strong, trust-based relationships with dealers, serving as their primary Irwin contact and strategic partner.
• Support dealers in identifying opportunities, positioning Irwin products, and driving sales performance.
• Provide training, coaching, and guidance to dealer partners, reinforcing product knowledge and sales effectiveness.
• Advocate for dealers internally, ensuring a smooth experience from opportunity through installation.
• Identify opportunities to expand dealer engagement and elevate market coverage.

Direct Sales Execution

• Lead early engagement with operators, architects, owner’s reps, and general contractors for direct opportunities.
• Understand and influence the goals of multiple stakeholders, leveraging Irwin solutions to create meaningful differentiation.
• Manage the presentation, sale, and follow-up for all Irwin products within assigned direct projects.
• Identify special product requirements early and collaborate with Engineering to define appropriate solutions.

Market & Product Expertise

• Maintain a deep understanding of Irwin’s product portfolio, configurations, and applications across market segments.
• Monitor market trends, competitive activity, and customer behaviors to inform sales strategies.
• Position Irwin products effectively by aligning technical solutions with market needs and project goals.
• Support specification efforts and technical discussions with design teams and contractors.

Collaboration & Internal Alignment

• Partner closely with Marketing, Engineering, Project Management, and Installation to ensure smooth execution for both direct and dealer-driven projects.
• Provide regional insights and voice-of-customer feedback to help shape product development and go-to-market strategy.
• Represent the sales function in internal initiatives, contributing to process improvements and sales effectiveness.

Leadership & Values Alignment

• Demonstrate leadership presence and professionalism in all interactions, modeling Irwin’s values and setting the standard for the sales team and dealer network.
• Exhibit strong prioritization, organization, and strategic thinking in managing complex and competing priorities.
• Influence cross-functional partners and external stakeholders through strong communication, trust-building, and solution orientation.

Qualifications

• Bachelor’s degree in a relevant field or equivalent professional experience.
• 5+ years of progressive sales experience, including direct and indirect (dealer) channel management.
• Demonstrated success managing territory sales within specialty furniture, architectural equipment, or related industries.
• Proven ability to collaborate with contractors, construction managers, architects, dealers, and external partners to achieve shared objectives.
• Strong leadership, relationship-building, and strategic communication skills.
• Advanced technical aptitude and product knowledge with the ability to communicate solutions to varied audiences.
• Experience managing a complex pipeline of both direct and dealer opportunities.
• Proficiency with CRM tools and Microsoft Office Suite.

Compensation: The salary range for this full-time position is $90,000 - $100,000 per year, with uncapped commissions. Once established, Regional Sales Managers can see total earnings of $200k+.

Individual pay is determined based on several factors, including but not limited to: relevant work experience, job-related knowledge, skills, and complexity of the role. Irwin is happy to offer a full comprehensive benefits package, with insurance coverage starting on the first day of employment.