VP of Sales

About Primitives By Kathy

Primitives by Kathy is a leading wholesaler of creatively designed home décor, gift, and lifestyle products. We serve independent retailers, national key accounts, and retail partners across the country with a focus on creative design, ahead-of-the-market product innovation, strong customer relationships, and global sourcing.

We are seeking an experienced, strategic, and results-driven Vice President of Sales to lead our sales organization across both the Independent Sales Channel and National Key Account Sales Channel.

Position Summary

The Vice President of Sales will be responsible for developing and executing sales strategies that drive revenue growth, customer retention, new business development, account expansion, and sales team performance.

This role will lead, coach, and support a multi-channel sales organization that includes independent sales representatives, sales agencies, national key account managers, inside sales, customer service / sales leadership, and other sales support functions.

The ideal candidate is a strong sales leader who can balance strategy with execution, build accountability through meaningful KPIs, strengthen customer relationships, and create a high-performing, customer-focused sales culture.

Key Responsibilities

• Lead and develop the Independent Sales and National Key Account sales teams.
• Develop and execute sales strategies that support company revenue goals, customer growth, account retention, market expansion, and channel profitability.
• Develop, implement, and continuously refine KPIs for all sales teams, including independent sales representatives, sales agencies, national key account managers, inside sales, and sales support functions.
• Establish clear sales goals, reporting expectations, forecasting processes, KPI dashboards, and accountability rhythms.
• Analyze account distribution across regions, house accounts, national key accounts, rep groups, and inside sales assignments to maximize coverage, productivity, profitability, and customer service.
• Build and maintain strong relationships with strategic independent retailers, national key accounts, buying groups, and other retail partners.
• Identify opportunities to grow the customer base, reactivate lapsed customers, increase average order value, improve customer retention, and expand revenue by market, customer, and channel.
• Partner with Finance, Marketing, Creative, Product Development, E-Commerce, Operations, and Customer Service to align sales strategy, pricing, promotions, product launches, customer support, and go-to-market execution.
• Support sound financial practices in sales agreements, pricing programs, volume discounts, terms and conditions, and customer profitability.
• Develop and support effective sales compensation, incentive, recognition, and training programs.
• Lead product training and sales education for new product launches, seasonal introductions, catalog releases, trade shows, promotional initiatives, and market-specific selling opportunities.
• Participate in sales meetings, trade shows, showroom events, rep training, customer presentations, and business reviews as needed.
• Coach sales representatives and national key account managers to improve product knowledge, prospecting, account development, average order size, customer service, and achievement of sales goals.
• Monitor sales performance, pipeline activity, customer trends, market conditions, promotional results, KPI performance, and sales team productivity.
• Recruit, onboard, train, and retain high-performing sales talent and sales agency partners as needed.
• Foster a sales culture built on teamwork, accountability, customer focus, continuous learning, professionalism, measurable performance, and PBK’s core values.
  
  

Qualifications

• Minimum of ten years of progressive sales experience, including at least five years in a senior sales leadership role.
• Proven track record of achieving sales growth and leading successful sales teams.
• Experience managing independent sales representatives, sales agencies, national key accounts, inside sales, or multi-channel wholesale sales teams strongly preferred.
• Experience in the gift, home décor, lifestyle, consumer products, wholesale, retail, or related industry strongly preferred.
• Strong business acumen with an understanding of revenue growth, margin, pricing, customer profitability, channel strategy, sales operations, and sales analytics.
• Demonstrated experience developing KPIs, sales dashboards, reporting tools, accountability systems, and performance management processes.
• Excellent leadership, coaching, communication, presentation, and relationship-building skills.
• Strong analytical skills with the ability to identify trends, diagnose performance gaps, and translate insights into action.
• Experience with sales forecasting, pipeline management, territory planning, national key account planning, customer development, and sales process improvement.
• Ability to work cross-functionally with Marketing, Creative, Product Development, Operations, Finance, Customer Service, and E-Commerce teams.
• Professionalism, integrity, accountability, attention to detail, and a passion for customer care.
  
  

Education

• Bachelor’s degree in Business Administration, Marketing, Finance, Sales, or a related field preferred.
• MBA or advanced business degree a plus but not required.
• Equivalent combination of education and senior-level sales leadership experience may be considered.
  
  

Work Environment and Travel

This position may be hybrid or remote but will require routine visits to the PBK corporate office in Lancaster, PA, as needed. Travel is required for trade shows, customer meetings, sales meetings, rep training, and other business needs.

Why Join Primitives by Kathy

This is an opportunity to lead a talented sales organization for a creative, established, and growing wholesale brand. The Vice President of Sales will play a key leadership role in shaping sales strategy, strengthening customer relationships, developing high-performing teams, and driving profitable growth across PBK’s sales channels.

Compensation and Benefits: Competitive compensation and benefits package with bonus potential.

Equal Opportunity Employer

Primitives by Kathy provides equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, genetics, or any other protected status in accordance with applicable federal, state, and local laws.