Vice President, Sales

About the role

Monrovia is seeking a Vice President of Sales to shape and execute its commercial strategy. This senior leader will drive revenue growth, oversee channel strategy, and build strong customer relationships while partnering with Operations, Marketing, and Finance.

Key responsibilities

• Create and maintain a three‑year sales plan that balances expense control with ROI maximization.
• Own annual and long‑range revenue forecasts, accountable for net sales targets across channels, regions, and customer segments.
• Assess market channel viability and recommend strategic pivots to sustain competitive advantage.
• Develop premium pricing strategies, including freight recovery modeling and rate adjustments.
• Oversee direct‑to‑consumer (DTC) channel in collaboration with Marketing, ensuring alignment with wholesale.
• Lead the featured‑plant and new‑variety commercialization process from launch through sell‑through.
• Manage strategic retail partnerships at the executive level and mitigate channel conflict.
• Represent Monrovia at industry events, trade shows, and key customer gatherings.
• Partner with regional sales coaches to recruit, develop, and retain a high‑performing sales team.

Required profile

• Proven senior sales leadership experience, preferably in horticulture, agriculture, or related consumer‑goods sectors.
• Demonstrated ability to develop long‑term sales plans, forecast revenue, and achieve multi‑year targets.
• Strong executive presence with experience managing national and regional key accounts.
• Track record of building and scaling high‑performing sales teams.

Required skills

What we offer

• Opportunity to shape the commercial future of a leading ornamental horticulture brand.
• Collaborative culture that values craftsmanship, responsibility, and growth.
• Leadership visibility across the organization and industry.