Head of Sales, New Accounts

The Head of Sales, New Accounts role will lead new customer acquisition for GE holiday lighting, with a focus on opening national retail accounts and building profitable, sustainable new business. GE branded holiday lighting products will be the primary focus with opportunities to represent other Balsam Brands products and brands where strategically appropriate. 

This is a senior individual-contributor role for an experienced sales leader with strong relationships at major U.S. retailers and a demonstrated track record of personally opening new accounts. The role owns new customer relationships from initial pursuit through commercial negotiation, launch, and the first complete selling and holiday-season cycle before transitioning established accounts to the ongoing account management team. Over time, the scope may expand to include international retail accounts. 

This is a remote US-based role reporting to the President of GE Holiday Lighting and requires up to 40% travel with the US.

There is a strong preference for this role to be located in the US Central or Eastern time zone.

What you’ll do:  

Win New National Accounts 

• Build and execute a prioritized acquisition strategy, initially focus on major mass, club, and home-improvement retailers 

• Use established relationships and develop new connections with buyers, merchandising leaders, and other key decision makers 

• Develop retailer-specific strategies based on customer priorities, consumer needs, category insights, competitive positioning, and company capabilities 

• Lead customer presentations, line reviews, proposals, and negotiations to secure initial purchasing commitments 

• Maintain a disciplined pipeline with clear prioritization, stages, probabilities, next steps, risks, and expected timing 

Build Profitable Deals 

• Partner with Merchandising on assortment and pricing, and with Brand Management on promotional plans and retailer commitments 

• Evaluate opportunities and recommend tradeoffs based on revenue potential, profitability, strategic value, operational demands, and risk 

• Lead commercial negotiations and drive contracting process from initial term discussions through agreement execution, including payment terms, allowances, returns, freight, promotional commitments, and exclusivity 

• Work with Legal, Finance, and Operations to assess terms, ensure commitments are executable, and communicate customer requirements to cross-functional partners 

Launch and Establish New Accounts 

• Own new-account revenue and profitability through the first complete selling and holiday-season cycle; coordinate executable launch plans across functions 

• Ensure customer expectations, commercial terms, assortment decisions, timelines, and retailer-specific requirements are clearly understood across the company 

• Build relationships beyond the initial buyer and partner with the Senior Director, National Accounts throughout the cycle to establish continuity 

• Lead a structured handoff once the business is established, documenting relationships, account history, economics, commitments, customer requirements, risks, and future opportunities 

Develop New Routes to Market 

• Evaluate and establish relationships in new channels or with brokers or distributors that can accelerate profitable growth 

• Hold external sales partners accountable for target accounts, pipeline development, and commercial outcomes 

 

What you bring to the table:  

• 10+ years in consumer-product sales, including 5+ years directly responsible for national retail sales 

• A proven record of personally opening significant new national retail accounts, with current access to major U.S. retail decision makers, particularly in mass, club, and home improvement 

• Experience taking new business from initial access through negotiation, contracting, launch, and early account development 

• Deep knowledge of retailer buying processes, line reviews, assortment planning, promotions, and complex commercial negotiations 

• Strong commercial and financial judgment, including evaluating revenue, margin, terms, inventory exposure, and operational complexity 

• Ability to turn consumer, category, and competitive insights into persuasive selling strategies, supported by strong presentation and relationship-building skills 

• Proven initiative, persistence, and accountability through long selling cycles 

• Ability to lead cross-functional initiatives through influence without relying on formal authority or a large team 

Preferred Experience 

• Direct selling experience with Costco, Walmart, and/or The Home Depot is strongly preferred 

• Experience in seasonal, home, décor, lighting, toys, hardware, consumer electronics, consumer durables, or other relevant consumer-product categories 

• Experience developing distributor or broker relationships or large international retail accounts 

• Experience with licensed or nationally recognized consumer brands 

• Experience working in a growing business where sales leaders combine strategic thinking with hands-on execution 

• Category experience is valued, but demonstrated retailer access, commercial judgment, and a track record of opening new accounts are more important 

 

About Us: Balsam Brands is a global, omnichannel retailer with roots in holiday and home décor. We strive for excellence in everything we do and present a unique opportunity for those seeking to have a meaningful impact in a people-first company that values relationship building, authenticity, and doing the right thing. We have steadily growing teams in Boise, the Bay Area, Dublin, the Philippines, Canada, and Mexico.    

  

The company's mission is to create joy together. We empower our team and partners to love what they do, provide products and experiences that inspire meaningful moments with family and friends, and give back to our families and communities in impactful ways. When you join Balsam Brands, you'll find a culture of caring people doing challenging work and building a welcoming workplace. 

• Check out our flagship brand, Balsam Hill: www.balsamhill.com  

• Balsam Brands in Forbes: https://bit.ly/balsambrandsforbes2023 

• Balsam Brands on LinkedIn: http://www.linkedin.com/company/balsam-brands/ 

• Glassdoor: https://bit.ly/balsambrands-glassdoor 

 

At Balsam Brands, we strive to offer a competitive compensation and benefits package. For permanent, full-time team members, our current package includes: 

• Competitive compensation, including a cash-based incentive plan; salary is reviewed yearly and may be adjusted as part of the normal compensation review process 

• Comprehensive Medical, Dental, and Vision coverage, with 100% of monthly premiums covered for team members, and 85%+ employer-paid premiums for other coverage tiers that include dependents 

• Up to $2,000 annual funding toward HSA accounts  

• Medical, transit, dependent care FSA  

• Infertility coverage offered on all medical plans 

• Generous parental leave program and flexible return options 

• Company-paid life and AD&D insurance 

• Company-paid short and long-term disability insurance 

• 401(k) with dollar-for-dollar company match up to $4,000 per calendar year 

• Employee Assistance Program (EAP) and other mental health and wellness perks 

• Paid holidays, annual shutdown week, PTO, and volunteer time-off (VTO) packages 

• Paid 5-week sabbatical leave after 10 years of employment 

• Annual continuous learning benefit up to $1,000 per person, per fiscal year 

• Up to $300 flexible reimbursement to support setup of new team member's work-from-home environment 

• Generous team member merchandise discount 

• Valuable extras: identity theft protection, subsidized parking, monthly wellness, pet insurance, accident & critical illness insurance 

The base pay range for this position is: $205,000 to $256,000. Please note that placement within the posted salary range is based on several factors, including geographic location, experience, skills, alignment with role requirements and other job-related factors. It is uncommon for offers to be made at the top of the range, as this typically reflects a candidate who exceeds all role requirements and brings significant, directly applicable experience. We benchmark our pay ranges against current external data sources and regularly review compensation for our team members. Balsam Brands is committed to providing our team members with an internally fair, externally competitive, and fiscally prudent total compensation package administered in a simple and consistent manner. 

At Balsam Brands, we strive to build a diverse, equitable, and inclusive team to fulfill our purpose to create joy together. Balsam Brands is proud to be an equal opportunity employer. We encourage people from all backgrounds, ages, abilities, and experiences to apply. We do not discriminate on the basis of race, ethnicity, religion, national origin, citizenship, marital or family status, disability, sexual orientation, gender identity or expression, pregnancy or caregiver status, veteran status, or any other legally protected status. We will ensure that individuals with disabilities are provided reasonable accommodations to participate in the job application and interview process, to perform essential job functions, and to receive other benefits and privileges of employment. 

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