Director of Retail Sales

Lakeshore Learning Materials•Chicago, IL

About The Position

Lakeshore is seeking a Director of Retail Sales to own revenue production for its retail channel. The role works in close partnership with the Vice President of Stores to set selling strategies, priorities, recovery plans, and measurable sales plans for every store. Retail Territory Managers lead the teams that implement these plans across locations. The Director leads through sound planning, effective programs, clear analysis, and close partnership with the field, translating company priorities into actions that improve revenue and customer engagement. The position spends approximately 75% of its time traveling to stores and requires overnight stays three times per week. Candidates should ideally reside in the Midwest. The Director also works with Marketing and Merchandising on promotions, pricing tests, and launches, and partners with Inside and Institutional Sales to connect stores with potential B2B leads.

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.
A 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.
Ability to travel approximately 75% of the time and stay overnight three times per week.

Nice To Haves

Ideally resides in the Midwest.
Experience building B2B, institutional, or community outreach sales within a multi-unit retail business.
Sharp commercial judgment and ability to identify genuine revenue opportunities.
Ability to build evidence-based business cases and defend them with executives.
Ability to influence peers, executives, and field leaders without direct authority.
Concise communication skills, leading with recommendations and supporting them with evidence.
Program design and project management discipline from concept through measured outcome.

Responsibilities

Drive total retail revenue 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, and scale successful programs.
Develop recovery plans for at-risk stores with the Vice President of Stores and Retail Territory Managers; diagnose root causes during store visits and track results against KPIs.
Lead the retail B2B and outreach strategy across educator, school, childcare, and community segments, connecting stores with Inside and Institutional Sales to ensure leads are followed up.
Evolve the Lakeshore selling model and standards, including playbooks and training to help store leaders implement them.
Use data to optimize performance and establish the two or three highest priorities for each period with the Vice President of Stores.
Represent the retail channel in work with Marketing and Merchandising on promotions, pricing tests, and launches, and measure sales lift.