Sales Director

About Sun Home Saunas

Sun Home Saunas is a fast-growing wellness brand specializing in luxury saunas, cold plunges, and other speciality products. Our mission is to help people unlock the benefits of wellness and recovery through world-class design, performance, and customer experience.

As we scale, we are expanding beyond direct-to-consumer (DTC) into commercial and multi-channel partnerships, and are looking for an experienced Sales Director to lead this next phase of growth, coach and develop our high-performing sales organization, and strengthen Sun Home’s position as the premier brand in residential and commercial wellness.

Role Overview

The Sales Director will own overall sales strategy and execution across Sun Home’s DTC and commercial channels.  This is a leadership role combining hands-on sales leadership with strategic ownership of pipeline, team development, and channel expansion - reporting directly to the executive team and playing a key role in shaping Sun Home’s go-to-market strategy.

This is a full time leadership role, ideal for a strategic, entrepreneurial sales leader with a proven track record of scaling revenue across multiple channels in high-ticket consumer or B2B products, preferably in wellness, luxury goods, electronics, or home/outdoor categories.

Key Responsibilities

Multi-Channel Sales Sales Strategy & Growth

●      Own and evolve Sun Home’s overall sales strategy across DTC and Commercial channels, including hospitality, corporate wellness, spas, gyms, real estate developers, and other B2B partners.

●      Develop and execute channel-specific go-to-market plans that balance near-term revenue targets with long-term market positioning.

●      Identify, build, and manage new commercial partnerships and distribution relationships to expand Sun Home’s footprint beyond DTC.

●      Own the full sales cycle across channels: lead follow-up, consultation, proposal/negotiation (for commercial), closing, and post-sale relationship management.

●      Monitor performance metrics across all channels and adjust strategy to hit revenue, margin, and channel-mix targets.

●      Partner with the Director of Ecommerce & Digital Marketing to build and manage a multi-channel sales pipeline and forecasting process to support short- and long-term growth.

●      Implement platforms, tools, and processes (CRM, sales enablement, reporting) to increase close rates and scale the sales function.

Team Leadership & Development

●      Build, lead, and scale a multi-channel sales team, including inside Sales Advisors (DTC) and Business Development/Account Managers (Commercial).

●      Recruit, hire, and onboard sales talent as the team grows across both channels.

●      Develop playbooks, scripts, and best practices tailored to each channel to ensure consistent, high-quality execution.

●      Provide ongoing coaching, performance management, and career development to elevate team capabilities.

●      Lead by example in customer engagement, consultative selling, and closing technique across both consumer and commercial buyers.

●      Coach and develop new Sales Managers and current Team Leads to strengthen their leadership, coaching, and performance-management capabilities, enabling them to effectively manage and elevate their teams.

Customer & Partner Engagement

●      Serve as a trusted advisor to prospective DTC customers and commercial partners, educating them on Sun Home’s product benefits, features, and differentiators.

●      Maintain a premium, high-touch experience across all channels that aligns with Sun Home’s luxury positioning.

●      Collect and share customer and partner feedback to inform product, marketing, and CX strategy.

Collaboration & Reporting

●      Partner closely with Marketing, Operations, Product, and CX Teams to align and lead flow, order fulfillment, and customer satisfaction across channels.

●      Provide regular sales reporting, forecasts, and strategic insig