Regional Sales Director

About the role

The Regional Sales Director (RSD) at American First Finance (AFF) plays a critical leadership role in driving sales success within an assigned geographical region. This dynamic position involves overseeing a team of Area Sales Representatives (ASRs) who cultivate and maintain strong relationships with merchants, ensuring the successful promotion and utilization of AFF's financial programs.

Responsibilities

• Recruit, train, and develop a high-performing team of Area Sales Representatives (ASRs) to drive business growth.
• Leverage AFF’s Customer Relationship Management (CRM) tools for efficient sales tracking and performance monitoring.
• Engage business owners by understanding their needs and demonstrating how AFF can help them attract more customers and increase revenue.
• Build and nurture relationships with existing clients, ensuring high levels of satisfaction and long-term retention.
• Conduct field observations with each ASR to assess and enhance sales performance.
• Provide hands-on support in launching new merchant partnerships and delivering comprehensive training to ensure program success.
• Coach ASRs on effective sales presentations, goal achievement, and relationship-building with key account contacts, using data-driven insights to enhance performance.
• Analyze key sales data to optimize market penetration and maximize impact.
• Plan and lead effective sales meetings in alignment with AFF compliance policies and regional objectives.
• Collaborate with internal teams (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 (ROI).
• Maintain integrity and accountability, ensuring 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 the organization’s growth.

Qualifications

• Proven leadership skills with the ability to motivate, mentor, and drive high-performance sales teams.
• Bachelor’s degree preferred but not required. Minimum of 7 years of successful sales management experience or equivalent.
• Track record of sustained high performance with strong adaptability and a growth mindset.
• Ability to collaborate with internal teams (Marketing, Training, Sales Operations) to achieve corporate objectives.
• High energy, organizational skills, and unwavering integrity.
• Customer-focused mindset with a sense of urgency and problem-solving ability.
• Strong business acumen and understanding of market opportunities.
• Thrives in a fast-paced, results-driven environment with a competitive mindset.
• Proficiency in MS Office Suite (Word, Excel, PowerPoint).
• Excellent relationship-building skills with a commitment to responsiveness and follow-up.
• Valid driver’s license and car insurance for regional travel.
• Experience in a commission-based sales environment involving a mix of cold, warm, and hot leads.
• Financial acumen to manage budgets and resources effectively for maximum impact.
• Data-driven mindset with analytical capabilities to leverage metrics for strategic decision-making.

Bonus Skills

• Extensive experience in B2B sales, negotiation, and closing deals.
• Strong background in retail consumer finance, merchant services, or SaaS sales.
• A proactive, strategic leader who can empower teams, foster strong business relationships, and drive measurable growth.

About FirstCash Holdings, Inc.

FirstCash Holdings, Inc. is the leading international operator of pawn stores and a premier provider of technology-driven point-of-sale payment solutions, both dedicated to serving cash- and credit-constrained consumers. With over 3,000 pawn stores across 29 U.S. states, the District of Columbia, and Latin America—including Mexico, Guatemala, Colombia, and El Salvador—FirstCash offers a diverse selection of pre-owned jewelry, electronics, tools, appliances, sporting goods, musical instruments, and more. In addition, our stores provide small, non-recourse pawn loans secured by pledged personal property, offering accessible financial solutions to the communities we serve. Through our wholly owned subsidiary, American First Finance (AFF), FirstCash also delivers lease-to-own and retail finance payment solutions for consumer goods and services. With a nationwide network of over 13,000 retail merchant partners, we help customers access flexible financing options tailored to their needs. With a workforce of approximately 20,000 employees across the U.S. and Latin America, FirstCash is committed to excellence, innovation, and financial inclusion. As a recognized industry leader, the company is a proud component of both the S&P MidCap 400 Index® and the Russell 2000 Index®, reflecting our strength and stability in the market. Join FirstCash and be part of a company that values integrity, customer service, and growth.