Director of Retail Sales

Lakeshore Learning Materials, LLC•Chicago, IL

12d•$120,000 - $140,000

About The Position

The Director of Retail Sales owns revenue production for Lakeshore’s retail channel and spends approximately 75% of their time traveling to stores. In close partnership with the Vice President of Stores, this leader is accountable for total retail revenue, develops sales strategy for assigned goals, and drives programs and selling behaviors that improve conversion, basket growth, institutional sales, and customer engagement. The role translates company priorities into clear, measurable sales plans for every store. The Director leads selling strategies, priorities, and recovery plans alongside the Vice President of Stores, while Retail Territory Managers lead execution in each location. The position also leads chain-wide selling programs, retail B2B and outreach strategy, and the evolution of Lakeshore’s selling model, standards, playbooks, and training. The Director uses performance data to set priorities, partners with Marketing and Merchandising on promotions, pricing tests, and launches, and measures their sales impact.

Requirements

At least 7 years of progressive retail sales leadership, including ownership of chain-wide or multi-region sales strategy.
At least 3 years carrying a revenue number or P&L line, with demonstrated delivery against it.
Proven record of designing sales programs and scaling them across a multi-unit fleet with measurable revenue results.
Strong financial fluency, including budgeting, forecasting, opportunity sizing, and margin impact.
Sharp commercial judgment and ability to distinguish meaningful revenue opportunities from noise.
Ability to build data-backed business cases and defend them with executives.
Ability to influence peers, executives, and field leaders without direct authority.
Concise communication style, leading with recommendations supported by evidence.
Program design and project management discipline from concept through measured outcome.
The role requires overnight stays three times per week and travel approximately 75% of the time.

Nice To Haves

Ideally resides in the Midwest.
Experience building B2B, institutional, or community outreach sales within a multi-unit retail business.

Responsibilities

Drive total retail revenue in partnership with the Vice President of Stores, including the annual sales plan, rolling forecast, and executive updates with clear recommendations.
Lead chain-wide selling programs, including customer outreach, educator partnerships, community events, loyalty, and four-wall conversion; scale successful programs.
Develop recovery plans for at-risk stores with the Vice President of Stores and Territory Managers, diagnose root causes through store visits, and track results against KPIs.
Lead retail B2B and outreach strategy across educator, school, childcare, and community segments; connect stores with Inside and Institutional Sales to ensure leads are followed up.
Evolve the Lakeshore selling model and standards, and develop playbooks and training to help store leaders deliver them.
Use data to optimize performance and set the highest-priority objectives for each period with the Vice President of Stores.
Represent the retail channel with Marketing and Merchandising on promotions, pricing tests, and launches, and measure sales lift.
Work closely with the Vice President of Stores and field leaders to establish selling strategies, priorities, and recovery plans.