Regional Sales Director, West

Company Overview

Matter Surfaces is an industry-leading commercial flooring company headquartered in Southeastern Massachusetts, with distribution centers throughout the U.S., a showroom in New York City, and a nationwide sales network. We take pride in building strong partnerships with our clients, vendors, and one another - and we believe our success is tied to the success of those around us. As part of the Gerflor Group, a global leader in designing, manufacturing, and distributing innovative, environmentally responsible commercial flooring solutions, we have access to world-class products, resources, and expertise from around the world.

Position Overview

The Regional Sales Director, West is a senior leadership role responsible for driving profitable revenue growth, expanding market share, and strengthening the company’s position within the commercial flooring industry in the United States. This executive will lead strategic sales initiatives across architect and design (A&D), commercial contractor, end-user, and distribution channels while building a high-performance, accountable, and collaborative sales culture.

Reporting to the Executive VP of Sales, the Regional Sales Director will play a critical role in shaping and executing the company’s commercial growth strategy by aligning sales execution with broader organizational priorities, including customer experience, operational excellence, product innovation, and sustainability initiatives. This individual must bring strong commercial instincts, disciplined sales management practices, and the ability to develop long-term strategic relationships across the industry.

Success in this role requires a highly collaborative leadership style, exceptional communication skills, and the ability to influence and align diverse stakeholders, including the CEO, executive leadership team, sales organization, customers, suppliers, and strategic partners.

Key Responsibilities

Strategic Sales Leadership

• Develop and execute a comprehensive sales strategy focused on accelerating growth within the commercial flooring market, with emphasis on the architect and design community, commercial contractors, end users, and strategic channel partners.
• Identify and prioritize key market segments, geographic opportunities, and growth initiatives that align with the company’s strategic objectives.
• Translate corporate goals into measurable sales plans, performance targets, and actionable business development initiatives.
• Partner with executive leadership to evaluate market opportunities, competitive positioning, pricing strategies, and long-term growth investments.

Revenue Growth & Sales Management

• Establish and manage annual sales budgets, forecasts, quotas, and performance metrics designed to drive profitable revenue growth and market share expansion.
• Implement disciplined sales management processes, pipeline management standards, and KPI reporting that drive accountability and visibility across the organization.
• Provide accurate forecasting, market intelligence, and regular performance updates to the EVP of Sales, CEO and Board.
• Drive a culture of proactive business development, strategic account penetration, and solution-oriented selling.

Key Account & Industry Relationship Management

• Build and maintain executive-level relationships with leading architects, designers, commercial contractors, flooring contractors, developers, corporate end users, distributors, and industry influencers.
• Strengthen the company’s reputation as a trusted strategic partner through responsiveness, expertise, and consultative engagement.
• Lead strategic account planning efforts focused on retention, specification growth, and long-term partnership development.
• Represent the company at industry events, trade organizations, customer meetings, and networking opportunities to enhance brand visibility and market presence.

Team Leadership & Talent Development

• Recruit, develop, mentor, and retain a high-performing sales organization focused on collaboration, accountability, and continuous improvement.
• Establish clear expectations, performance standards, and development plans for sales team members.
• Conduct regular coaching, performance reviews, and strategic business reviews to improve individual and team effectiveness.
• Foster a culture that values teamwork, customer focus, urgency, transparency, and professional growth.

Cross-Functional Collaboration

• Partner closely with inside sales, customer service, operations, product management, marketing, and executive leadership to ensure alignment between sales initiatives and operational capabilities.
• Collaborate with product development and marketing teams to align market needs with product positioning, innovation priorities, and go-to-market strategies.
• Support pricing strategy development, contract negotiations, and margin management initiatives that balance competitiveness with profitability.
• Help drive organizational alignment around customer experience, sustainability initiatives, and strategic priorities.

Market Intelligence & Competitive Analysis

• Monitor market conditions, industry trends, specification activity, competitive dynamics, and customer preferences to identify opportunities and risks.
• Provide strategic insights that support business planning, product strategy, and commercial decision-making.
• Maintain a strong understanding of commercial construction trends, design influences, procurement models, and evolving customer expectations within the built environment.