Sales Director

Anna Sheffield Fine Jewelry


The Sales Director will be a strategic thinker - someone who brings a fresh set of eyes to the Anna Sheffield global business, who will roll up their sleeves and take ownership of the brand message, including retail, wholesale, and e-commerce strategy, to drive the business development. The successful candidate will be a key member of the strategic management team and help lead the brand forward.

The successful candidate will be an excellent communicator and be equally comfortable using his/her right and left-brain capabilities. This individual must bring outstanding financial acumen and savvy. S/he will enthusiastically and professionally lead the sales team to sell a programmed flow of product, build retail customer relationships and be a passionate participant and leader in shaping the future of the brand.

The Sales Director will focus on Anna Sheffield’s goals and create a strategic plan to get there. S/he will marshal the strength of the existing team, and set the bar higher as milestones are achieved, rewarding results, but keeping the team consistently motivated to do and achieve more. The successful candidate will combine strategic and conceptual sales ability in the development and execution of the product and brand vision. The successful candidate must bring an imaginative and pragmatic approach, balanced with a motivational leadership style.

This position requires someone who is accustomed to an entrepreneurial environment, high energy and high-quality performance within the jewelry industry. S/he must bring sales best practices and excellent organizational skills with the ability to “get” the product and marketing needs. S/he must be highly collaborative and have experience working with a production team. S/he must also understand what support is necessary to drive and reach retail goals.

The Sales Director must first and foremost be a successful sales and retail leader who knows what works and where. However, s/he must also be an “idea” generator, stimulator, seller, team builder, and manager. S/he must be someone who has a track record of not only developing and executing successful strategies, but with proven financial results.

Strategy & Sales Planning:

  • Develop a clear cross-channel strategy for the retail and wholesale business, providing specific tactics including go-to market strategies, aimed at driving revenue growth

  • Demonstrate a deep understanding of the jewelry industry, the bridal market and the Anna Sheffield Brand and Collection.

  • Develop annual, quarterly, and monthly sales strategies & programs.

  • Deliver annual sales and gross margin targets.

  • Define and Monitor KPIs that relate to collection and product performance (finished goods and stones), and provide tactics, suggestions and insights on how to improve metrics

  • Provide Sales Reporting and Analysis to leadership team on a regular, predetermined schedule.

  • Develop quarterly stock plans / orders in partnership with the production team, and selling strategies to sales staff & e-comm, appropriately supported by marketing/promotional programs.

  • Present sales trends along with recommendations on merchandise & display based on insights & analysis, as well as outside trend monitoring.

  • Partner with senior management team to ensure that price positioning is appropriate vis a vis competitive landscape, brand positioning and strategies in the US & global markets.

Product & Merchandising:

  • Store Stock Management - Ensure AS physical retail locations have optimal levels of backstock and floor stock to provide an optimal customer experience and drive sales. This includes monitoring sell throughs & reporting provided by Inventory Manager, gathering feedback from Sales Team regarding needs for the display cases, and placing quarterly re-orders for bands & engagement based on analysis.

  • Visual Merchandising - Ensures AS physical retail locations optimally display the collection to drive sales and provide a luxurious, on brand customer experience. Additionally, in coordination with the Marketing and Brand Team, ensure displays and product are in line with Brand Calendar. Provide feedback to Brand Director on custom displays to ensure we maintain proper assortment needed. Ensure on brand display and treatment of AS product at Wholesale Partner locations.

  • Product Assortment - Utilizing the full scope of tools available, from customer feedback and trends to sales analytics and using personal taste level, make suggestions to the Creative Director for ways in which to round out the collections, with the primary mission of maximizing sales. Continue to provide assistance and feedback as needed to Designer throughout the design process.

  • Line Sheets - Maintain and update all Collection Line Sheets for all new development, changes to existing product, and new standards

  • New Product Development - Work with President and Inventory & Strategic Operations Manager to develop and allocate budget for new product development. Work directly with Production Director and Designer to ensure Product Development Calendar is updated and maintained. From concept through Product Release, ensure that new products are launched to market on time, in accordance with the established product launch.

Management :

  • Oversee 2 direct reports & serve as a mentor for all sales staff.

  • Successfully partner with other departments, including Creative, Marketing, Design, and LA/NY ateliers to ensure all creative efforts are integrated and consistent with brand goals.

  • Develop new systems/processes, bringing a high level of subject matter expertise to the sales department, to help facilitate and monitor the profitable expansion of overall sales for a dynamic business in the jewelry marketplace.

  • Develop and manage a team environment where business development ideas are generated & encouraged; foster individual team member’s growth and development through informal coaching & meetings to increase overall sales potential in tandem with Training & Atelier managers.  

  • Update and improve upon knowledge standards for company at Sales Associate and Manager level, and support training team in executing regular new product training, as well as Continuing Education seminars aimed at training best sales practices, trends, and continued excitement and engagement with the Brand.

Trunk Shows and Pop-ups:

  • Leveraging existing network of wholesale partners, devise strategies and execute rollout of direct to consumer trunk shows that support the common goals of: Brand Awareness, Revenue Generation, Customer Acquisition and Market Penetration.

  • In addition to the logistical coordination of the events, successful execution of these trunk shows will be contingent upon working with AS internal PR and Marketing teams for promotion, advertising and social media; Brand Team for assets and displays; Production for samples; Leadership team for Budgeting and Sales goals.

The ideal candidate is a:

  • Self-motivator capable of running a national sales function within a fast-growing brand.

  • Seller who bring a blend of intuition, product knowledge, and analytical skills.

  • Brand cheerleader who understands the essence of the brand, its customer, and how to translate it into day to day business building strategies, producing results in every channel.

  • Seasoned sales executive who is currently leading a jewelry focused team.

  • Manager known for their superior people and communication skills, who is able to motivate, manage, and retain top quality people.

  • Seller who understands the product development cycles & costing and can partner effectively within the production, creative, and marketing teams.

Bonus points if you have:

  • Strong connections to luxury department store and online marketplaces

  • Experience developing jewelry brands with wholesale partners

  • Experience in jewelry design

Your bag is empty.