Retail Sales Manager

Job Description

Job Description

Retail Sales Manager

Company: Commercial Residential Aluminum (CRA)
Location: Venice, FL

Reports to: Director of Sales & Marketing

Compensation: Salaried; compensation based on experience

Position Summary

CRA is seeking a motivated, customer-focused Retail Sales Manager to own our business-to-consumer (B2C) sales and marketing function, including sales team leadership, lead generation, advertising, promotions, and customer incentive programs. This role leads the retail sales team and is accountable for retail revenue growth, connecting homeowners with CRA’s aluminum construction products and services, including pool enclosures, screened lanais, and other outdoor residential solutions.

The Retail Sales Manager owns the retail sales and marketing budget and is accountable for revenue, lead volume, cost per lead, and close rate targets. The ideal candidate combines strong leadership with a practical understanding of how to attract customers, convert leads into sales, and deliver an exceptional customer experience.

Key Responsibilities

Sales Leadership and Performance

• Lead, coach, and hold retail sales employees accountable for sales goals, follow-up expectations, and customer service standards.
• Set individual and team sales targets and action plans aligned with company growth goals and produce monthly retail sales forecasts for leadership.
• Own sales activity, pipeline health, conversion rates, and revenue performance; identify gaps and drive corrective action.
• Support the team with customer consultations, proposals, presentations, and closing opportunities.
• Run weekly pipeline reviews and regular one-on-ones; conduct ride-a-longs and observe in-home consultations to coach sales techniques.
• Manage lead assignments and distribution across the sales team to maximize coverage, response time, and conversion.
• Recruit, hire, onboard, train, and evaluate retail sales employees.
• Administer retail sales commission plans in coordination with accounting; ensure commission calculations are accurate and consistent with company policy.
• Ensure accurate and timely documentation of leads, customer interactions, and sales opportunities in the company’s CRM system.

Marketing, Advertising, Promotions, and Spend Management

• Own retail marketing strategy and execution across digital and traditional channels, including paid search, social media, the company website, Google Business Profiles, and print, to generate qualified leads and increase brand awareness.
• Manage advertising and promotional spending within the approved budget and evaluate return by channel and lead source against lead volume, cost per lead, cost per sale, and close rate targets.
• Manage CRA’s online reputation, including customer reviews and ratings, and ensure timely, professional responses to customer feedback across platforms.
• Coordinate with internal partners, digital agencies, and outside vendors on advertising campaigns, promotional materials, and customer outreach.
• Plan and oversee participation in home shows, community events, and other promotional opportunities.
• Design, manage, and evaluate customer rebate, financing promotion, and referral programs, including eligibility rules, payout tracking, and program ROI.
• Coordinate with Accounting so promotional and rebate liabilities are tracked and accrued accurately, and referral payouts are documented and approved.
• Review lead sources, customer feedback, and market trends to recommend improvements to marketing and sales efforts.
• Ensure marketing materials and promotional offers accurately represent CRA’s products, services, and capabilities.

Customer Experience and Operational Coordination

• Promote professional, responsive sales experience from initial inquiry through the handoff to the appropriate operational team.
• Partner with estimating, scheduling, production, installation, and other departments to support accurate proposals and realistic customer expectations.
• Help resolve escalated customer concerns promptly and professionally.
• Ensure the sales team follows company pricing guidelines, approval processes, and documentation requirements.
• Provide leadership with regular updates on sales results, marketing spending, team performance, and growth opportunities.
• Model CRA’s commitment to Care Beyond Reason in interactions with customers, employees, and business partners.

Qualifications

• Demonstrated experience in consumer sales, with a track record of leading a sales team to measurable results.
• Experience in home improvement, construction, building products, or related industry preferred.
• Experience managing marketing programs, including digital channels, advertising budgets, and promotional events; experience with rebate or referral programs as a plus.
• Ability to coach employees, set clear expectations, and use performance data to improve results.
• Strong communication, relationship-building, negotiation, and problem-solving skills.
• Strong organizational skills and the ability to manage multiple priorities.
• Proficiency with CRM systems, Microsoft Office, and sales reporting tools.
• Ability to collaborate across departments and follow through on commitments.

Work Environment and Schedule

This role may involve working in an office, customer visits, and attendance at promotional events. Travel within CRA’s service areas and occasional evening or weekend availability may be required.

At CRA we are passionate about serving the community that we live and work in. Providing Southwest Florida with custom engineered and professionally installed pool cages, screen enclosures, rescreening, car ports, pool deck paver systems, drainage gutters, soffit/fascia, aluminum fencing, customer railing systems, and welded products.
We are dedicated to building a positive, fun, and team-spirited workplace. We are passionate and committed to a family workplace culture! As one of the fastest growing companies in Southwest Florida for the past 30+ years, we are extremely proud of our employees’ achievements.

In compliance with all provisions of Executive Order 11246, all qualified applicants will receive consideration or employment without regard to race, color, religion, sex or national origin.

Company Description

At CRA we are passionate about serving the community that we live and work in. Providing Southwest Florida with custom engineered and professionally installed pool cages, screen enclosures, rescreening, car ports, pool deck paver systems, drainage gutters, soffit/fascia, aluminum fencing, customer railing systems, and welded products.\nWe are dedicated to building a positive, fun, and team-spirited workplace. We are passionate and committed to a family workplace culture! As one of the fastest growing companies in Southwest Florida for the past 30+ years, we are extremely proud of our employees’ achievements.\n\nIn compliance with all provisions of Executive Order 11246, all qualified applicants will receive consideration or employment without regard to race, color, religion, sex or national origin.