Area Sales Director / West

Associated Materials, LLC•Cuyahoga Falls, OH

About The Position

The Area Sales Director (ASD) is a senior field sales leader responsible for driving revenue growth, margin performance, and executional excellence across an assigned U.S. territory within a direct sales building materials organization. This role provides leadership, coaching, and accountability and overseeing regional sales representatives selling premium window and building material solutions. The ASD partners closely with Marketing, Product Management, Operations, Customer Service and Finance to ensure strong lead utilization, forecast accuracy, sales productivity, and customer satisfaction, while building a high-performance, scalable sales organization.

Requirements

Bachelor's degree or equivalent experience
10+ years of progressive sales leadership experience, including multi region or multi market responsibility
Proven success leading B2B sales organizations (windows, roofing, HVAC, or similar building materials strongly preferred)
Demonstrated ability to scale sales teams while maintaining margin and customer experience
Ability to identify and develop talent, strong judgment, conflict resolution, and problem-solving skills, mentorship and coaching capabilities, motivational leadership skills, positive and adaptable attitude, effective change management
Strong financial acumen with experience managing forecasts, budgets, and performance dashboards
Strong business acumen and the ability to contribute strategically at the leadership table

Nice To Haves

Experience leading sales organizations
Background in highly structured, metric-driven sales environments
Experience partnering with high volume lead generation marketing models
Advanced CRM proficiency (Salesforce or similar)

Responsibilities

Own regional revenue, gross margin, and close rate performance across assigned territories
Translate national sales strategy into clear regional execution plans with measurable outcomes
Ensure consistent execution of the sales process, pricing discipline, and value-based selling
Monitor lead flow, appointment quality, and conversion metrics to maximize ROI on marketing spend
Lead, coach, and develop Regional Sales Managers through regular field rides, 1:1s, and performance reviews
Establish clear performance expectations and hold Sales Reps accountable to sales, margin, and customer metrics
Identify bench strength, succession plans, and development pathways for high potential sales reps.
Drive talent calibration, corrective action, and performance improvement plans when needed
Review weekly and monthly performance dashboards across key KPIs, including:
Revenue vs. plan
Gross margin
Close rate and average ticket
Partner with Regional Sales Managers to diagnose performance gaps and deploy targeted action plans
Ensure accurate forecasting, pipeline discipline, and CRM utilization & adoption
Partner with Marketing & Product Management to optimize lead quality, territory capacity, and campaign effectiveness
Collaborate with Regional Sales Managers, VP Sales to develop sales budgets, pricing strategies, and territory design
Work closely with Operations & MFG to align sales promises with delivery capabilities
Escalate and resolve systemic customer experience issues impacting reputation or revenue
Provide field feedback to Product Management and Pricing teams to support competitive positioning
Model a customer first, ethical, and result-driven sales culture
Ensure compliance with company policies, local regulations, and consumer protection standards
Serve as a brand ambassador in the field and at regional/national sales meetings