Director of Residential Sales

About the Company

AFS Group, one of the nation's largest flooring companies, has been providing quality home decor products and professional installation services to homeowners, homebuilders, property managers, wholesalers, and business owners throughout the Midwest since 2000.

About the Role

The Director of Residential Sales will work directly with the President of Residential Sales, owning the systems, people, and programs that drive sales performance across AFS Group's retail footprint. This role is responsible for four connected areas: sales training and development, sales recruiting and talent pipeline, the Shop-at-Home program, and Direct-to-Consumer (DTC) sales operations. The Director translates the President's strategic priorities into executable plans across each location and is expected to operate with the judgment and ownership of a senior operator who can run point on sales performance without close supervision.

Qualifications

Minimum Qualifications

• Bachelor's degree in Business Administration, Marketing, or a related field, or equivalent experience.
• 5+ years of progressive experience in retail or specialty sales leadership.
• Proven track record of building or scaling a sales training program and/or a repeatable sales hiring process.
• Experience partnering directly with senior leadership (VP/President level) on sales strategy and execution.

Preferred Qualifications

• Experience with in-home selling (Shop-at-Home) and/or Direct-to-Consumer sales operations.
• Background in flooring, home improvement, or other big-ticket specialty retail.
• Experience overseeing a Contact Center process.
• Familiarity with CRM software, sales analytics tools, and performance dashboards.
• Experience building recruiting pipelines or hiring profiles for sales roles.

Responsibilities

• Design, deliver, and continuously improve a structured sales training curriculum for new and tenured sales associates.
• Build onboarding-to-proficiency training paths for new sales hires in partnership with HR and store leadership.
• Partner with HR to build and own the sales-specific hiring profile, interview process, and candidate scorecard for retail sales roles.
• Build and manage a proactive sales talent pipeline so open sales roles are filled quickly with quality candidates.
• Own performance, staffing, and process for the Shop-at-Home sales channel, including routing, appointment quality, and in-home close rates.
• Set and monitor Shop-at-Home KPIs and report results to the President of Retail.
• Own sales operations for the Direct-to-Consumer (DTC) channel, ensuring consistent, high-quality customer buying experience from lead to close.
• Partner with marketing on lead flow, conversion tracking, and channel attribution to ensure sales capacity matches demand generation.
• Build and maintain sales performance dashboards and reporting that give leadership real-time visibility into channel and location performance.
• Represent the President of Residential Sales in cross-functional initiatives involving sales, and act with delegated authority on sales operations matters.
• Ability to travel up to 50%.

Skills

• Strong leadership and coaching ability, essential for training sales teams and holding store leadership accountable to hiring and performance standards.
• Strong analytical skills to build and interpret sales performance dashboards across multiple channels and locations.
• Excellent communication skills for operating credibly with both store-level sales teams and senior leadership, and for acting as a trusted operating partner to the President of Retail.
• Proficiency with CRM and sales analytics tools to enhance the efficiency of training, recruiting, and performance reporting across the Shop-at-Home and DTC channels.