National Account Manager Retail Channel (DIY)

About the Role

Real Flame® is seeking a commercially sharp, digitally savvy National Account Manager to own and grow our DIY channel—currently 100% eCommerce—across accounts including Home Depot, Lowe’s, Ace Hardware, and Ferguson. The role focuses on eCommerce-first strategies with the future opportunity to leverage digital performance data to earn broader in-store distribution.

Who We’re Looking For

We are actively seeking candidates who have:

• Sat on the retailer side of the table—as a buyer, merchant, or category manager at a major home improvement, home furnishings, or hardlines retailer.
• Managed true omni-channel accounts—particularly those with experience managing both the digital shelf and physical in-store presence at major retailers.

Ideal candidates will have experience at Home Depot, Lowe’s, Wayfair, Target, Ace Hardware, or similar retailers in buying, merchandising, category management, or omni-channel account management roles.

The Channel Today—and Where It’s Going

• Our DIY business is currently 100% eCommerce—marketplace and .com programs at Home Depot, Lowe’s, and select other accounts.
• Our product price points position us at the premium end of the category, where online retail excels.
• A key strategic objective is to leverage eCommerce performance data to build a case for in-store distribution over time.

Responsibilities

Own the Digital Shelf

• Drive eCommerce sales performance across all DIY accounts by optimizing content, search visibility, ratings, conversion, and promotional strategy.
• Monitor and improve key digital metrics: content scores, search rank, conversion rates, return rates, and customer reviews.
• Lead item setup, content accuracy, and online merchandising across all retailer platforms.
• Identify and capitalize on digital shelf opportunities—sponsored placements, A+ content, and algorithmic improvements.

Manage the Business

• Serve as the primary point of contact for buyers, merchants, and digital teams at each account.
• Build and execute annual and three-year business plans aligned to growth, margin, and distribution expansion goals.
• Lead assortment planning, pricing strategy, and promotional calendars across each account.
• Deliver accurate forecasts and partner with supply chain to ensure inventory and service level alignment.
• Own Quarterly Business Reviews—presenting performance data, market context, and forward-looking strategy.
• Manage all retailer systems, compliance requirements, and order flow with accuracy and accountability.

Build Toward In-Store

• Use eCommerce performance data to construct compelling sell-in stories for brick-and-mortar distribution.
• Identify category whitespace and pricing opportunities where Real Flame can win on the physical shelf.
• Proactively pursue new distribution opportunities within the DIY channel.

Lead Cross-Functionally

• Partner closely with Product Development, Supply Chain, Finance, and Operations to ensure seamless execution across all accounts.
• Bring the voice of the retailer and the customer into internal conversations—especially product development and pricing decisions.
• Work closely with the VP of Sales as a strategic partner on channel planning, forecasting, and investment decisions.

Requirements

Strongly Preferred Background (one of the following):

• 4–7 years as a buyer, merchant, or category manager at a major home improvement, home furnishings, or hardlines retailer.
• 4–7 years in omni-channel national account management at a consumer durables or hardlines vendor, with demonstrated eCommerce ownership.
• Combination of retailer-side and vendor-side experience is a significant plus.

Skills & Capabilities

• Deep understanding of how major retailers make online and in-store assortment decisions.
• Fluency in eCommerce retail fundamentals: search, content, conversion, fulfillment, and digital promotions.
• Strong analytical mindset—comfortable building business cases from performance data.
• Experience with retailer platforms and vendor portals (Vendor Central, Retail Link, Partner Online, or similar).
• Excellent communication and relationship-building skills with buyers and internal teams.
• Highly organized, self-directed, and comfortable operating in a lean, entrepreneurial environment.
• Experience with U.S. and Canadian retail markets a plus.

Estimated 10% overnight travel required.

Work Environment

Our team operates primarily in an onsite model to support collaboration, visibility, and alignment across functions. Following an initial onboarding and integration period, employees are eligible for a work-from-home day on Fridays, along with additional flexibility as needed.

Why This Role

This is a high-impact role with direct ownership of key national accounts and meaningful influence on channel performance. You will play a critical role in shaping DIY strategy, driving long-term growth, and strengthening Real Flame’s position across top-tier retail partners.

About Us

Real Flame® is a family-owned company based in Racine, Wisconsin, specializing in the design, production, and sale of indoor electric fireplaces, outdoor fire features, and outdoor furniture. For over 25 years, our mission has been to create beautifully designed, high-quality, and safe fire features. As a pioneer in the early gel fuel industry, we later introduced the VividFlame electric firebox, helping shape today’s electric fireplace category. We remain a close-knit, agile team that values collaboration, accountability, and innovation.

Benefits

• Competitive base salary plus profit sharing and individual performance incentive bonus.
• Comprehensive medical, dental, and vision coverage with multiple plan options (HDHP and copay), FSA benefits, and the ability to use your existing HSA.
• Company-funded medical deductible reimbursement—up to $1,000 (individual) / $2,000 (family).
• Up to 6 weeks of paid parental leave.
• 401(k) with company match up to 4%.
• Life and disability insurance.
• Employee Assistance Program (EAP).
• Paid time off and company holidays.
• A collaborative, team-oriented environment with direct access to leadership.
• Company-sponsored team events and outings.
• Employee product benefits, including exclusive discounts and a complimentary indoor fireplace and outdoor fire feature, with a generous family discount extended to immediate family members.