Vice President, Sales

About the role

The VP, Sales plays a critical role in building sales strategies and positioning Monrovia for the future. This leader owns the full commercial agenda — from long-range revenue planning and channel strategy to team development and key customer relationships — and serves as a senior cross-functional partner across Operations, Marketing, and Finance.

The VP, Sales embodies Monrovia's Craftsman culture and upholds the company's commitment to growing beautifully, confidently, and responsibly.

What You’ll Do

• Create and maintain a three-year sales plan that minimizes expenses and maximizes ROI to achieve the plan.
• Own and communicate the annual and long-range revenue forecast, including accountability for net sales targets by channel, region, and customer segment.
• Continuously assess market channel viability and recommend strategic pivots as needed to maintain competitive advantage.
• Recommend and support a competitive premium pricing strategy, including freight recovery modeling and managing customer-facing rate changes.
• Oversee the DTC channel in partnership with Marketing, ensuring wholesale and direct channels complement rather than conflict.
• Drive the featured plant and new variety commercialization process from introduction through sell through.
• Manage Monrovia's featured plant program to generate a competitive advantage in the marketplace.
• Develop and maintain broad and specific initiatives that position Monrovia as the premier ornamental horticulture brand.
• Develop and steward Monrovia's most strategic retail partnerships at the executive level, including key national and regional accounts.
• Assess and actively manage channel conflict, particularly as DTC and IGC relationships evolve.
• Represent Monrovia at key industry events, trade shows, and customer events, including the annual Expo and centennial celebrations.
• Communicate business expectations and results clearly and consistently to customers and internal stakeholders.
• Work closely with regional sales coaches to oversee and continuously develop the sales team, driving sales figures, profitability, and individual growth.
• Recruit, develop, and retain regional sales coaches and the broader sales team, with explicit commitment to Monrovia's Craftsman culture.
• Build a coaching cadence that includes field rides, pipeline reviews, and individual development planning.
• Model leadership behaviors that demonstrate consistency, integrity, fairness, and a steadfast resolve to achieve excellence.
• Partner closely with Operations to align sales commitments with production availability and quality standards.
• Collaborate with Marketing on consumer insights, sell-through data, and campaign execution.
• Provide structured input to the S&OP process to balance demand signals against nursery capacity.
• Support Monrovia's mission and strategic priorities through active engagement across all company functions.
• Define and track KPIs beyond top-line revenue, including sell-through rates, account retention, new door growth, and margin by channel.
• Report regularly to the President & CEO and Board on sales performance, market conditions, and strategic risks.
• Travel nationally (estimated 30–40%) to engage with the sales team, key customers, and Monrovia's nursery operations in California, Oregon, and Georgia.
• Perform other duties as assigned in support of Monrovia's mission and strategic priorities.

Supervision

Received: Reports directly to the President & CEO.
Exercised: Sales Team, including regional sales coaches.

Who You Are

• Excellent oral and written communication skills and excellent listening skills.
• Excellent team management and management development skills.
• Excellent meeting development and facilitation skills.
• Leadership behaviors that demonstrate consistency, integrity, fairness, and a steadfast resolve to achieve excellence.
• Strong team player that supports team wins over personal aggrandizement.
• Proficient in current technology platforms and tools, with the ability to quickly adopt new systems as needed.
• Strong analytical capability to study complex data sets and solve problems.
• Good at planning, executing, and meeting goals.
• Valid state driver's license with acceptable driving record.
• Functional use of Microsoft Office Suite, particularly Excel, Word, and Outlook.
• At least 15 years of experience in an executive sales management capacity.
• Experience with agricultural, horticultural, or related fields is advantageous, experience with seasonal products a plus.
• Demonstrated success managing complex, multi-channel sales organizations.
• Experience with key account management at the national or regional retail level preferred.

Benefits

• Competitive salary and annual bonus opportunity.
• Comprehensive benefits package - medical, dental, and vision coverage for employees and dependents.
• 401(k) retirement plan with employer match.
• Generous paid time off program and paid company holidays.
• Employee plant and product discount across all locations.
• Professional development support including certification reimbursement and conference attendance.
• A value-driven culture that genuinely believes people and plants both need the right conditions to grow.
• You’ll be able to purchase Monrovia plants for your own garden at 20% off wholesale prices.

Physical Demands

• While performing the duties of this job, the employee is occasionally required to stand; walk; sit; use hands to finger, handle, or feel objects, tools, or controls; reach with hands and arms; climb stairs; balance; stoop, kneel, crouch or crawl; talk or hear.
• Specific vision abilities required by the job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus, with or without a reasonable accommodation.
• Must be able to lift up to 35 pounds at a time.

Work Environment

• While performing the duties of this job, the employee may be exposed to weather conditions.
• The noise level in the work environment is usually moderate.