Director of Sales - Cross Selling (West)

Galleher Duffy, an Artivo Surfaces brand, represents the exciting unification of three iconic flooring distribution companies: Galleher, Tom Duffy, and Trinity Hardwood. This merger creates a single, best-in-class brand, combining decades of expertise in hardwood flooring, industry-leading installation supplies, and comprehensive product offerings—sub-floor to surface solutions.

This newly created role is ideal for a structured, data-driven commercial leader who can influence across a matrixed organization, build repeatable sales programs, and coach teams on how to sell broader solutions to dealers, designers, contractors, and commercial accounts. The Director of Sales - Cross Selling will play a critical role in driving growth for Artivo Surfaces in the Western region. This position is responsible for shaping and executing go-to-market strategies, ensuring alignment across all company functions, and delivering on key performance indicators. The role requires a strategic thinker with strong execution skills, deep industry knowledge, and the ability to collaborate across regions.

Key Responsibilities

• Build the cross-selling strategy for the West Region, with primary focus on increasing tile adoption across existing hardwood, LVP, stone, slab, and accessory customers.
• Create segmentation models to identify the highest-opportunity customer clusters.
• Define cross-selling playbooks, value propositions, bundling options, and pricing levers.
• Develop customer journey maps to position tile as a natural extension of existing product buys.
• Field Execution & Sales Enablement
• Partner with Regional Sales Directors, Territory Managers, and Key Account teams to activate cross-selling in the field.
• Develop ready-to-use sales tools, scripts, objection handling, and customer-facing pitch decks.
• Deliver training, workshops, and ride-along coaching focused on tile product knowledge and opportunity spotting.
• Increase seller competency and confidence in introducing tile to non-tile customers.
• Account Penetration & Revenue Growth
• Own cross-selling revenue targets for tile in the West region.
• Expand share of wallet across dealers, builders, showrooms, contractors, and design accounts.
• Identify and close strategic opportunities where tile is underrepresented or unsold.
• Partner with national account teams to align on cross-regional opportunities.
• Opportunity Structure, Process, & Governance
• Build the operating structure for opportunity identification, tracking, and forecasting.
• Partner with Sales Ops and Data Analytics team to create dashboards, KPI structure, and performance visibility.
• Implement lead-scoring models and customer heat maps to guide field focus.
• Establish weekly/monthly cadence reviews with West leadership to evaluate progress and course-correct.
• Product, Marketing & Operations Collaboration

Qualifications

• Bachelor’s degree in Business, Sales, Marketing, or related field (MBA preferred).
• 8 years of leadership experience in sales, business development, or category growth within flooring, tile, or building materials.
• Proven success in cross-selling strategies, go-to-market execution, and account expansion.
• Strong knowledge of tile products, installation practices, and distribution channels.
• Exceptional communication, influence, and collaboration skills across Sales, Marketing, and Operations.
• Analytical and data-driven mindset with ability to leverage KPIs and segmentation models.
• Skilled in sales training, coaching, and driving adoption of new processes in a matrixed environment.