Regional Sales Director - East

First Cash•Atlanta, GA

About The Position

The Regional Sales Director (RSD) leads sales efforts within an assigned geographical region and oversees Area Sales Representatives (ASRs) who build and maintain merchant relationships and promote American First Finance (AFF) financial programs. The role drives regional growth by hiring, training, and coaching sales teams, monitoring sales activity, solving business challenges, and improving merchant engagement and relationship profitability. It also focuses on delivering a first-class customer experience while increasing program marketing, utilization, and revenue. The RSD works with internal teams to execute strategic initiatives, uses sales data and CRM tools to guide performance, and manages regional budgets and resources. The position requires regional travel. Base pay is $90,000, with bonus earnings bringing total on-target earnings to up to $120,000.

Requirements

At least 7 years of successful sales management experience or equivalent.
Proven leadership skills and the ability to motivate, mentor, and drive high-performing sales teams.
A track record of sustained high performance, adaptability, and a growth mindset.
Ability to collaborate with internal teams to achieve corporate objectives.
High energy, organizational skills, and strong integrity.
Customer-focused approach, sense of urgency, and problem-solving ability.
Strong business acumen and understanding of market opportunities.
Ability to thrive in a fast-paced, results-driven environment with a competitive mindset.
Proficiency in Microsoft Office Suite, including Word, Excel, and PowerPoint.
Excellent relationship-building skills and commitment to responsiveness and follow-up.
Valid driver’s license and car insurance for regional travel.
Experience in a commission-based sales environment involving cold, warm, and hot leads.
Financial acumen to manage budgets and resources effectively.
Data-driven mindset and analytical ability to use metrics for strategic decision-making.

Nice To Haves

Bachelor’s degree (preferred but not required).
Extensive experience in B2B sales, negotiation, and closing deals.
Strong background in retail consumer finance, merchant services, or SaaS sales.

Responsibilities

Recruit, train, and develop a high-performing team of Area Sales Representatives (ASRs).
Use AFF’s Customer Relationship Management (CRM) tools to track sales and monitor performance.
Engage business owners to understand their needs and demonstrate how AFF can help attract customers and increase revenue.
Build and nurture relationships with existing clients to support satisfaction and long-term retention.
Conduct field observations with each ASR to assess and improve sales performance.
Support the launch of new merchant partnerships and provide training to help ensure program success.
Coach ASRs on sales presentations, goal achievement, and relationships with key account contacts, using data-driven insights.
Analyze sales data to optimize market penetration and maximize impact.
Plan and lead sales meetings in alignment with compliance policies and regional objectives.
Collaborate with Marketing, Training, Merchant Care, and Sales Operations to execute initiatives and address opportunities.
Manage regional budgets and resources to maximize return on investment.
Maintain integrity and accountability and ensure compliance with company policies and industry regulations.
Meet and exceed established sales targets through effective leadership and execution.
Perform other duties as assigned to support organizational growth.