Regional Sales Director - East

American First Finance•Atlanta, GA

5d•$90,000 - $120,000

About The Position

At American First Finance (AFF), the Regional Sales Director (RSD) leads sales success within an assigned geographical region by overseeing Area Sales Representatives (ASRs) and building strong merchant relationships. The role is responsible for hiring, training, coaching, and monitoring the sales team to improve performance and achieve regional growth targets. It involves strategic problem-solving, maximizing merchant engagement, and promoting the utilization of AFF’s financial programs. The RSD delivers a first-class customer experience aligned with AFF’s values while driving merchant relationship profitability through program marketing, utilization, and revenue generation. The role includes field observations, support for new merchant launches, analysis of sales data, coordination with internal teams, and management of regional budgets and resources. Base pay is $90,000, with an earnings bonus bringing total on-target earnings to up to $120,000.

Requirements

Proven leadership skills, with the ability to motivate, mentor, and drive high-performance sales teams.
At least 7 years of successful sales management experience or equivalent.
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 unwavering integrity.
Customer-focused mindset, 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 capabilities 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 to drive business growth.
Use AFF’s CRM tools for sales tracking and performance monitoring.
Engage business owners, understand their needs, and demonstrate how AFF can help attract customers and increase revenue.
Build and nurture existing client relationships to support satisfaction and long-term retention.
Conduct field observations with each ASR to assess and improve sales performance.
Support new merchant partnership launches and provide training to help ensure program success.
Coach ASRs on sales presentations, goal achievement, and relationship-building 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 AFF compliance policies and regional objectives.
Collaborate with Marketing, Training, Merchant Care, and Sales Operations to execute strategic initiatives and address opportunities.
Manage regional budgets and resources efficiently 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.