Director of Sales - Lucky Stitch (a division of Kelli's)

Kelli's; Coppell (TX); On-site; USD 100,000 - 140,000; Full time

Job summary

Kelli's is seeking a Director of Sales for its custom embroidery division, Lucky Stitch. The role demands an entrepreneurial leader to develop and execute effective sales strategies while driving new business growth and managing client relationships.

The ideal candidate will have over 7 years of sales experience, particularly in custom apparel and related products, and must demonstrate strong negotiation and communication skills.

Emphasis is placed on collaborative cross-functional interactions to ensure project deliverables and customer satisfaction.

Qualifications

• 7+ years of successful business development and sales experience.
• Experience selling custom apparel, embroidery, and related products preferred.
• Strong organizational skills with the ability to manage multiple priorities.

Responsibilities

• Develop and execute the overall sales strategy for Lucky Stitch.
• Prospect, qualify, and secure new business through various means.
• Grow existing customer relationships through exceptional service.

Skills

Strong business acumen

Entrepreneurial mindset

Exceptional communication skills

Proficiency with CRM systems

Negotiation skills

Education

Bachelor's degree in Business or Marketing

Tools

Microsoft Office

Job description

Description

Lucky Stitch, the custom embroidery division of Kelli's, is looking for an ambitious, entrepreneurial Director of Sales to lead the next phase of our growth. This is a hands‑on role for a builder — someone who isn't afraid to roll up their sleeves, open new doors, develop customer relationships, and create opportunities from the ground up.

As our dedicated sales leader, you'll be responsible for developing and executing the sales strategy while personally driving new business. You'll work closely with leadership, production, and Kelli’s sales group to grow revenue, expand our customer base, and establish Lucky Stitch as the premier custom embroidery and merchandise partner across healthcare, retail, corporate, hospitality, and other key markets.

Key Responsibilities

Sales & Business Development

• Develop and execute the overall sales strategy for Lucky Stitch.
• Prospect, qualify, and secure new business through networking, referrals, cold outreach, and relationship development.
• Build and manage a healthy sales pipeline while consistently meeting revenue goals.
• Conduct customer meetings, presentations, and product demonstrations.
• Prepare proposals, pricing, and contract negotiations.
• Grow existing customer relationships through exceptional service and consultative selling.
• Represent Lucky Stitch at trade shows, networking events, and industry functions.

Strategic Leadership

• Identify new markets, industries, and revenue opportunities.
• Partner with executive leadership to establish sales goals, pricing strategies, and growth initiatives.
• Analyze sales performance, customer trends, and market conditions to guide business decisions.
• Develop scalable sales processes, reporting, and performance metrics.
• Help shape the future sales organization, including recommendations for future staffing as the business grows.

Cross-Functional Collaboration

• Work closely with Production and Kelli’s sales team to ensure projects are delivered accurately and on time.
• Collaborate with Marketing on campaigns, promotions, and lead generation efforts.
• Help improve operational processes that enhance the customer experience and support profitable growth.

Requirements

Education

Bachelor's degree in Business, Marketing, or a related field preferred.

Experience

7+ years of successful business development and sales experience with a proven track record of generating new business.

• Experience selling custom apparel, embroidery, promotional products, branded merchandise, printing, uniforms, or related products strongly preferred.
• Demonstrated success building a book of business through prospecting, networking, and relationship management.

Knowledge, Skills & Abilities

• Strong business acumen with experience developing sales strategies that drive profitable growth.
• Entrepreneurial mindset with a passion for building businesses.
• Self-starter who thrives with autonomy and accountability.
• Hunter mentality with the ability to identify opportunities and close business.
• Exceptional communication, presentation, and negotiation skills.
• Strategic thinker who is equally comfortable developing a plan and executing it.
• Strong organizational skills with the ability to manage multiple priorities.
• Collaborative team player committed to delivering an exceptional customer experience.
• Technology: Proficiency with CRM systems and Microsoft Office.
• Travel: Willingness to travel as needed to meet customers and grow the business.

At Kelli's and Lucky Stitch, we don't settle for average — We Give More every day.