VP Retail & Channel Growth

The Vice President of Retail & Channel Growth is a senior, high-impact growth leader responsible for building and scaling the company's retail and dealer ecosystem.

This role is not simply account management; it's a system-building and growth mandate. The VP will design and execute the company's retail strategy across big-box, national accounts, our independent dealer network, and our five (5) Corporate Retail Stores, while establishing the programs, infrastructure, and capabilities required to drive sustainable sell-through and profitable growth.

Success will be defined by:

• Accelerated door expansion and account penetration
• Strong sell-through velocity and retail productivity
• Creation of repeatable dealer and retail programs
• Development of a scalable retail operating model

This individual will own the full lifecycle retail success, from securing new accounts and building deep buyer relationships to executing in-store programs that maximize velocity, shelf presence and profitability.

Key Responsibilities

Retail Strategy & System Building

• Define and lead the end-to-end retail channel strategy, including the role of big-box, dealers, and owned retail
• Build the playbook for retail success: assortment architecture, pricing frameworks, merchandising standards, and promotional strategy
• Establish retail operating rhythms - joint business planning cadence, forecasting, inventory planning, promotional calendars
• Design the organizational structure, capabilities, and KPIs required to scale the retail channel

Big-Box and National Account Leadership and Growth

• Own and expand relationships with key national retailers, including Sportsman's Warehouse, Bass Pro Shops, Academy Sports + Outdoors, and Scheels
• Lead joint business planning (JBP) with top accounts, including inventory planning, promotions, category expansion and launch execution
• Drive distribution gains, shelf space growth, and SKU productivity
• Partner with retailers on omnichannel execution (in-store + eCommerce alignment)
• Drive door count expansion, SKU penetration, and geographic rollout across existing and new accounts
• Own performance across accounts, with accountability for revenue growth, sales velocity, profitability, and retail productivity.

Dealer Network Development

• Scale a best-in-class dealer program, including:

• Tiering strategy & segmentation

• Margin structure & incentives

• Training & certification programs

• Co-op programs

• Merchandising & in-store execution standards

• Expand the dealer footprint strategically to complement big-box presence

• Optimize dealer engagement infrastructure (field sales coverage, inside sales, CRM discipline)

Corporate Retail

• Oversee corporate retail locations (five) as innovation labs to test merchandising, training, and customer engagement strategies
• Translate corporate retail learnings into scalable programs for wholesale partners
• Lead and develop store managers to ensure operational excellence and brand consistency.

Sell-through & Retail Execution Excellence

• Design and deploy sell-through programs, including:

• Retail associate training and certification

• Incentive programs (SPIFFs)

• In-store merchandising systems and fixtures, in partnership with marketing organization

• Mature retail analytics capability (POS data, inventory turns, velocity tracking)

• Identify and scale what works across accounts and regions

Strategic Leadership

• Build and lead a high-performing retail organization
• Upgrade talent, structure and performance management systems as needed
• Serve as a cross-functional leader, aligning with marketing, product, and operation