PERFORMANCE PROFILE:

The VP of Sales & Marketing is responsible for designing and delivering the sales and marketing plans and go-to-market strategies (in collaboration with Product group), to generate revenue by increasing sales through successful marketing for the entire organization.Successful sales performance requires a comprehensive approach to market research, pricing, marketing communications, advertising, channel management including a robust approach to digital marketing/eCommerce. Also the VP of Sales & Marketing is responsible to co-operate with the Product group to assure all parties (R&D, engineering, product marketing, operations, and sales) are working together in creating optimum product roadmaps for the go to market strategy.

Performance objectives for the first year are tied to the sales and profitability of the product platforms as well as other key performance indicators including:

Sales growth

Increase of market penetration / share in Tactical segment

Protection of leading market position in Hunting/Competition segments

New Product Vitality & Performance

Margin improvement by product line and overall platform

Channel performance / efficiency – to specifically include digital marketing and eCommerce

Share of voice, brand recognition, foot traffic, consumer engagement and media performance

THE REPORTING STRUCTURE:

The VP of Sales & Marketing will report directly to the COO and General Manager.

The VP of Sales and Marketing will oversee the following reports:

Director of Dealers Sales

Director of Chains and Distributions Sales

Director of Premium Sales

Senior Manager of Accessories

Senior Manager Digital Sales

Director of Marketing Communications, with a dotted line supervision over sister brands.

Senior Manager of Channel Marketing

*** Dotted line supervisory structure of the subordinate teams of each direct report.

CANDIDATE REQUIREMENTS:

Education:

An undergraduate degree with (preferred) major in Marketing, Business, or Engineering is required; an MBA is a distinct advantage.

Professional & Personal characteristics:

The successful candidate will possess a proven track record of delivering results for a minimum of ten years in high-performing, product-focused companies to include a minimum of 3 years at the VP/director level with full responsibility for the Sales and Marketing functions of firearms, sporting equipment, or closely related products businesses. The candidate will have experience in B2B2C and B2C sales and marketing with a hands-on understanding of big data analytics, CRM and digital marketing. A proven ability to effectively develop distributor/dealer networks is a must, as well as the capability to build strong relationships with key customers. The candidate needs to have a deep understanding Strategic Marketing, including product/channel differentiation, pricing strategies, promotional strategy, and be able to think at a strategic level and lead implementation, especially of effective marketing communications strategies and campaigns. A demonstrated history of being an integral member of the senior leadership team and working as such to develop the Company strategy is essential for the successful candidate.

Additional personal traits and competencies that define the successful candidate are:

• Hands-on, action-oriented, “player-coach” – effectively delegates and rolls up his/her own sleeves
• A mindset that balances longer-term planning with practicality for near-term execution/delivery
• Combines strong problem solving with a high bias for action and accelerated execution
• Makes sound fact-based business decisions – driven by metrics and countermeasures; thorough understanding of the income statement; a “shrewd” commercial executive
• Develops constructive and effective working relationships within and outside the organization
• Communicates effectively orally and in writing with all levels of the organization and with external contacts and ability to create and deliver powerful and effective presentations.
• Proven ability to exercise sound judgment in business decisions, prioritizing (80/20), and focusing on the “critical few”.
• Excels in customer-facing, relationship-building roles – credible, convincing, persuasive, and dependable to create followership
• Dispassionate about the status quo – passion for continuous improvement – high tolerance for paradox and welcoming change and instances of disequilibrium
• Highly ethical, open/transparent and approachable – tough-minded but a welcome team player
• Demonstrates a high degree of learning agility, actively benchmarks/networks, and develops others
• Prioritizes, segments, and deploys resources targeting breakthrough performance vs. incremental gain