Associate Director of Sales - Cross Selling (West)

Galleher Duffy, an Artivo Surfaces brand, represents the exciting unification of three iconic flooring distribution companies: Galleher, Tom Duffy, and Trinity Hardwood. This merger creates a single, best-in-class brand, combining decades of expertise in hardwood flooring, industry-leading installation supplies, and comprehensive product offerings"”sub-floor to surface solutions.This newly created role is ideal for a structured, data-driven commercial leader who can influence across a matrixed organization, build repeatable sales programs, and coach teams on how to sell broader solutions to dealers, designers, contractors, and commercial accounts. The Associate Director of Sales - Cross Selling will play a critical role in driving growth for Artivo Surfaces in the Western region. This position is responsible for shaping and executing go-to-market strategies, ensuring alignment across all company functions, and delivering on key performance indicators. The role requires a strategic thinker with strong execution skills, deep industry knowledge, and the ability to collaborate across regions.Key ResponsibilitiesBuild the cross-selling strategy for the West Region, with primary focus on increasing tile adoption across existing hardwood, LVP, stone, slab, and accessory customers.Create segmentation models to identify the highest-opportunity customer clusters.Define cross-selling playbooks, value propositions, bundling options, and pricing levers.Develop customer journey maps to position tile as a natural extension of existing product buys.Field Execution & Sales EnablementPartner with Regional Sales Directors, Territory Managers, and Key Account teams to activate cross-selling in the field.Develop ready-to-use sales tools, scripts, objection handling, and customer-facing pitch decks.Deliver training, workshops, and ride-along coaching focused on tile product knowledge and opportunity crease seller competency and confidence in introducing tile to non-tile customers.Account Penetration & Revenue GrowthOwn cross-selling revenue targets for tile in the West region.Expand share of wallet across dealers, builders, showrooms, contractors, and design accounts.Identify and close strategic opportunities where tile is underrepresented or unsold.Partner with national account teams to align on cross-regional opportunities.Opportunity Structure, Process, & GovernanceBuild the operating structure for opportunity identification, tracking, and forecasting.Partner with Sales Ops and Data Analytics team to create dashboards, KPI structure, and performance visibility.Implement lead-scoring models and customer heat maps to guide field focus.Establish weekly/monthly cadence reviews with West leadership to evaluate progress and course-correct.Product, Marketing & Operations CollaborationQualificationsBachelor's degree in Business, Sales, Marketing, or related field (MBA preferred).8+ years of leadership experience in sales, business development, or category growth within flooring, tile, or building materials.Proven success in cross-selling strategies, go-to-market execution, and account expansion.Strong knowledge of tile products, installation practices, and distribution channels.Exceptional communication, influence, and collaboration skills across Sales, Marketing, and Operations.Analytical and data-driven mindset with ability to leverage KPIs and segmentation models.Skilled in sales training, coaching, and driving adoption of new processes in a matrixed environment.

Created: 2026-02-08