Regional Sales Director - Northern California

Varsity Brands

1d•Remote

About The Position

BSN Sports is seeking a Regional Sales Director who serves as a strategic enabler and multiplier for Area Sales Managers (ASMs). This role is accountable for strengthening leadership capability, driving targeted and sustainable growth, and ensuring disciplined execution across the sales organization. The Regional Sales Director translates enterprise strategy into clear territory priorities, talent decisions, and pipeline health, ensuring consistent performance and long-term scalability. The Regional Sales Director represents Varsity Brands by modeling company core values and upholding the highest ethical standards in all business activities.

Requirements

2+ years of sales commission team management experience, typically leading 7 Direct Reports; 90 Indirects.
3+ years of B2B sales experience with a documented track record of success.
Proven experience in recruiting, hiring, and onboarding sales talent.
Hands-on experience training and developing new employees.

Nice To Haves

Bachelor’s degree from a 4-year university (preferred).

Responsibilities

Lead, Hire & Develop Sales Leadership: Partner with Area Sales Managers (ASMs) to hire, onboard, develop, and retain Sales Pros. Assess team capability, close performance gaps, and build strong succession pipelines. Coach ASMs on people leadership, accountability, and performance management.
Develop Managers & Drive Consistent Execution: Train and mentor new and existing ASMs to ensure consistent leadership expectations, coaching standards, and sales discipline. Lead regular leadership huddles, training sessions, and development reviews. Serve as a trusted thought partner on territory management, talent development, and sales process rigor.
Own Territory Strategy & Targeted Growth: Set and communicate territory strategies aligned to company priorities and market opportunity. Drive focused growth initiatives by market, account type, or product line. Continuously evaluate and adjust territory plans to maximize revenue, margin, and market share.
Inspect Pipelines & Manage Performance: Lead regional pipeline inspection to ensure accuracy, velocity, and opportunity quality. Partner with ASMs on forecasting, risk identification, and corrective action. Enforce consistent CRM usage, sales tools adoption, and reporting standards.
Deliver Revenue Through Leadership: Maintain accountability for regional sales and margin performance through strong leadership execution—not direct selling. Travel within the region to observe field execution, reinforce expectations, and support high-impact opportunities.
Champion Culture & Enterprise Leadership: Lead and model Varsity Brands culture, values, professionalism, and ethical conduct. Contribute to regional and enterprise initiatives, including sales meetings, trade shows, and cross-functional projects.