Regional Sales Manager – Western Region

Regional Sales Manager – Western Region

Location: California, Nevada, Arizona

Job Type: Full-Time

Salary Range: $115,000-$150,000

Company Description

Underwood Ammunition is a leading manufacturer of premium small-arms ammunition, trusted by law enforcement, military, and shooting enthusiasts nationwide. Known for innovation, precision, and reliability, we are a rapidly growing company investing in advanced manufacturing and operational excellence. As part of our continued growth, we are seeking a motivated Assistant Bookkeeper / Office Administrator to support financial operations and administrative functions while contributing to a culture of efficiency and accountability.

Role Summary

The Regional Sales Manager (RSM) – Western Region is responsible for driving revenue growth, dealer expansion, and brand presence across California, Arizona, and Nevada. This role leads and develops UA’s Outside Sales Representatives, ensures disciplined execution of regional sales strategy, and serves as the primary field-level steward of Underwood Ammunition’s dealer relationships.

The RSM acts as both player and coach—owning regional performance while directly supporting high-value dealers, strategic accounts, and key distributors.

Primary Objectives

• Grow regional revenue and market share across assigned Western states
• Build, coach, and hold Outside Sales Representatives accountable to performance standards
• Strengthen dealer relationships and expand shelf presence
• Ensure consistent execution of pricing, promotions, and brand standards
• Provide market intelligence and field feedback to executive leadership

Regional Sales Leadership

• Own P&L performance for the Western Region
• Translate company sales goals into regional execution plans
• Establish territory plans, account prioritization, and routing strategies
• Monitor KPIs including revenue, margin, new dealer acquisition, and retention

Team Management & Development

• Directly manage and coach Outside Sales Representatives
• Set clear expectations for activity, pipeline management, and account coverage
• Conduct regular ride-alongs, performance reviews, and territory reviews
• Identify training needs and support professional development

Dealer & Distribution Management

• Serve as senior point of contact for key regional dealers and distributors
• Support onboarding of new accounts and expansion of existing relationships
• Ensure compliance with UA dealer programs, pricing policies, and brand guidelines
• Resolve escalations, service issues, and performance concerns

Sales Execution & Market Expansion

• Drive adoption of UA product lines, new launches, and promotions
• Identify whitespace opportunities and under penetrated markets
• Partner with Marketing on regional campaigns, events, and trade shows
• Track competitive activity and pricing trends

Reporting Systems

• Maintain accurate CRM data (pipeline, activities, forecasting)
• Deliver regular regional performance reports and forecasts
• Provide structured field feedback to leadership on demand trends and dealer needs

Territory Coverage

• California, Arizona, Nevada
• 60-80% (regional dealer visits, ride-alongs, events)

Required Qualifications

• 7 years of B2B sales experience, with at least 3 years in a leadership or regional role
• Proven success managing field sales teams and multi-state territories
• Strong dealer-based or distribution sales background
• Experience with CRM systems and pipeline forecasting
• Exceptional communication, coaching, and negotiation skills
• High degree of autonomy, discipline, and accountability

Preferred Qualifications

• Firearms, ammunition, or adjacent regulated-industry experience
• Existing dealer or distributor relationships in the Western U.S.
• Experience working with MAP pricing and controlled distribution models
• Trade show and field marketing experience

Leadership Profile

The ideal candidate is:

• Results-driven and execution-oriented
• Comfortable leading through influence and accountability
• Strategic yet hands-on in the field
• Trusted by dealers and respected by sales teams
• Organized, data-literate, and operationally disciplined

Compensation & Benefits

• Competitive base salary performance-based incentive plan
• Car allowance and travel reimbursement
• Benefits package (health, PTO, holidays)
• Opportunity for growth as Underwood Ammunition scales nationally