Associate Regional Sales Director, West (Sephora + Ulta Focus)

Position Overview

The purpose of the Associate Regional Sales Director is to manage a regional territory and deliver strong sales results. Territory includes: California, Washington, Oregon, Idaho, Nevada, Utah, Arizona, Montana, Wyoming, Colorado, New Mexico, North Dakota, South Dakota, Nebraska, Hawaii.

What You’ll Do

• Territory Leadership & Field Execution
• Partner closely with the National Director to drive sales, education, and brand initiatives across the West sub-region.
• Partner with National Director to develop & implement B&M sales strategy to achieve annual metrics.
• Manage and coach 2+ Sales & Education Managers or Coordinators, fostering growth and accountability.
• Conduct regular store visits independently and with SEMs to support field execution, visual merchandising, and retail relationships.
• Contribute to strategic planning and lead in-market execution for store events, market weeks, and new door openings.
• Actively connect with district and regional management teams for key retailers to ensure Living Proof is maximizing all market-level opportunities.
• Oversee the travel and operational budgets for territory. Forecast and manage spending in alignment with the budget.
• Directly manage and support approx. 30-40 Sephora and Ulta locations with regularly scheduled visits.
• Execute a monthly event strategy including 6+ corporate and store generated activations.
• Sales, Education & Brand Alignment
• Analyze regional sales and productivity data to identify trends and opportunities; collaborate with SEM and ND to activate growth-driving strategies.
• Deliver advanced training in-store or via cluster events to ensure brand consistency and elevate cast expertise and selling skills.
• Must have strong relationships with each call door store manager, Sales & Events manager and District Manager. Exposure to Regional Manager.
• Serve as a brand ambassador in-store, modeling best-in-class service, client engagement, and team support.
• Freelance Talent Management
• Recruit, onboard, and manage freelance team members to ensure optimal coverage and ROI.
• Schedule bookings in All Work and provide consistent feedback and coaching to elevate performance.
• Create call cycles to support sales objectives and approve time sheets.
• Remote Door Support
• Provide email and virtual support to out-of-scope stores within your region.
• Build and maintain digital relationships with remote store teams and leadership to ensure visibility and engagement.
• Plan quarterly in-person visits to remote doors (with manager approval).
• Track and report performance, KPIs, and recommend support strategies for remote locations.
• Cross-Functional & Strategic Support
• Act as a liaison between the National Director and field team, communicating priorities, reporting feedback, and ensuring alignment on brand goals.
• Potner with HQ teams (Sales, Education, Visual Merchandising, etc.) on activations, training content feedback, and door-specific support.
• Support recruitment and onboarding of SEMs and Beauty Advisors, as needed.
• Represent the brand in national trainings, events, or field calls as designated.
• Leadership Development
• Mentor SEM direct report with an emphasis on career development, project ownership, and operational excellence.
• Support SEM in store visit planning, report writing, and goal setting, providing guidance and elevating accountability.
• Demonstrate situational leadership and contribute to a culture of empowerment and collaboration.

Qualifications

• 5+ years of progressive experience in field sales and education (Sephora/Ulta experience strongly preferred).
• Deep knowledge of Sephora and/or Ulta operations, culture, and expectations.
• Proven multi-door sales leadership with a track record of exceeding goals.
• Experience coaching or managing direct reports preferred.
• Strong business acumen, retail math skills, and data analysis capabilities.
• Skilled in building retailer relationships and cross-functional collaboration.
• Exceptional time management, organization, and communication skills.
• Able to travel up to 70% of the time; flexible hours including weekends and some evenings.
• Must be available Saturdays.
• Must be based in Los Angeles.
• Valid driver’s license and proof of insurance required.
• Able to stand up to 8 hours and lift up to 30 lbs.
• Bilingual (Spanish/English) preferred.

Benefits

Annual Base Compensation: $90,000-$95,000 (commensurate with experience)