Job Description

Job Description

Job Description

The Regional Sales Manager (RSM) is responsible for driving Laguna’s wholesale growth across an assigned geographic region through proactive dealer engagement, field activation, merchandising, product training, and disciplined commercial execution of classic woodworking and metalworking tools and equipment. This is a quota-carrying role accountable for achieving annual regional revenue targets, increasing year-over-year sell-through, expanding Laguna’s dealer footprint, and strengthening strategic dealer relationships. The RSM serves as the face of Laguna in the field and plays a critical role in executing Laguna’s commercial transformation of the wholesale division.

Responsibilities:

• Build strong partnerships with dealer owners, managers, and sales staff.
• Conduct 12–15 in-person dealer visits per week aligned with A/B/C segmentation.
• Influence product mix, inventory turns, and SKU penetration to achieve revenue quota.
• Execute quarterly promotional programs and ensure merchandising compliance.
• Perform store-level merchandising resets and document improvements via CRM.
• Deliver product training, demos, and technical education for Laguna and Dake lines.
• Plan and execute retail events, demo days, tent sales, and trade shows.
• Identify and activate new dealers in whitespace markets.
• Maintain accurate CRM data including forecasts, pipelines, visit notes, and competitive insights.
• Own quarterly and annual revenue forecasting for the assigned region.
• Provide monthly performance summaries and market intelligence.

Required Qualifications:

• 5+ years’ experience in field sales, territory management, or dealer channel sales required.
• Experience in woodworking, tools, machinery, or industrial equipment preferred.
• Quota-carrying experience required.
• Strong presentation, training, and communication skills.
• Proficiency with CRM systems (HubSpot preferred).
• Valid driver’s license and willingness to travel extensively.
• Achievement of annual regional revenue quota.
• Year-over-year sell-through growth.
• Increased revenue contribution from A-tier dealers (Woodcraft, Rockler).
• Dealer coverage compliance by segmentation (A/B/C).
• Merchandising compliance score.
• Training hours delivered per month.
• Event/demo execution count and effectiveness.
• Forecast accuracy and CRM utilization.

Preferred Qualifications:

• Highly organized, proactive, and accountable.
• Strong quota-driven mindset with a focus on results.
• Exceptional relationship builder with strong emotional intelligence.
• Skilled presenter and trainer capable of energizing dealer teams.
• Data-driven decision-maker with strong territory planning skills.
• Demonstrates ownership mentality over territory performance.
• Consistently produces results with minimal supervision.

Travel Expectations:

• 70-80% travel is required across assigned multi-state region.
• Overnight travel typically 2-3 nights per week.
• Efficient routing required to maximize in-store time.
• Attendance at Laguna national sales meetings, training sessions, and dealer summits.

Laguna Tools is a premium manufacturer of woodworking and metalworking tools.

Company Description

Laguna Tools is a premium manufacturer of woodworking and metalworking tools.

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