National Sales Manager

Primary Arms, LLC; Houston (TX); On-site; USD 120,000 - 190,000; Full time

Benefits offered by this job

Health insurance

Dental insurance

Vision insurance

401(k) with match

Employee discounts

Job summary

Primary Arms Optics, a leader in precision optics, seeks a National Sales Manager to drive US commercial and Federal sales strategies. You will oversee key accounts, manage buy groups, and collaborate with MILE and senior leadership to accelerate growth.

Based in Houston, you will lead a cross-functional team, set national targets, forecast performance, and push strategic initiatives while representing the company at industry events and major trade shows. Competitive base salary + bonus.

Qualifications

• 7+ years in commercial sales leadership within optics, sporting goods, firearms, or outdoor industries.
• Proven success managing national retail accounts and buy group partnerships.
• Strong leadership, negotiation, forecasting, and communication skills.
• Willingness and ability to travel extensively throughout the United States (up to 60%).

Responsibilities

• Develop and refine national sales targets with the VP of Sales.
• Assist the U.S. sales team, establishing accountability and performance culture.
• Assist with the commercial go-to-market plan across all assigned channels.
• Serve as the primary point of contact for all U.S. commercial key accounts and buy group partners.
• Negotiate pricing programs, trade terms, and promotional opportunities.
• Build long-term relationships that strengthen Primary Arms' market position and partner loyalty.
• Develop and maintain a national sales plan that aligns with corporate goals and growth targets.
• Collaborate cross-functionally with marketing, operations, finance, and product teams to support campaigns, new product launches, and inventory alignment.
• Deliver detailed sales forecasts, reporting, and territory performance analysis to the VP of Sales.
• Assist with the sales budget, including team travel, events, and trade shows.
• Oversee sales team travel schedules to ensure regional coverage and customer engagement.
• Represent Primary Arms at major industry events, buy group summits, and customer visits.
• Foster a collaborative, performance-driven team culture focused on results and growth.
• Support team development through regular coaching, goal setting, and strategic alignment.

Skills

Leadership

Negotiation

Forecasting

Communication

Travel willingness

Education

Bachelor's degree in Business/Marketing or related field

Tools

CRM tools

MS Office

ERP systems (NetSuite)

Job description

Primary Arms Optics is a vertically integrated leader in precision optics-designing, engineering, and manufacturing proprietary scopes and red dot sights. We are known for delivering innovation, value, and performance in every optic we produce, while supporting our partners across the U.S. commercial market.

Role Overview

Reporting to the Vice President of Sales, the National Sales Manager is responsible for leading and executing the U.S. commercial & Federal sales strategy. This role oversees all US Key accounts, manages key buy group relationships, works directly on Federal business and collaborates with the Military Law Enforcement (MILE) team and drives sales performance through strategic planning, field execution, and collaboration with senior leadership.

Key Responsibilities

• Partner with the VP of Sales to develop and refine national sales targets.
• Assist the U.S. sales team, establishing accountability and performance culture.
• Assist with the commercial go-to-market plan across all assigned channels

Account & Buy Group Management

• Serve as the primary point of contact for all U.S. commercial key accounts and buy group partners.
• Negotiate pricing programs, trade terms, and promotional opportunities.
• Build long-term relationships that strengthen Primary Arms' market position and partner loyalty.

Strategic Planning & Execution

• Develop and maintain a national sales plan that aligns with corporate goals and growth targets.
• Collaborate cross-functionally with marketing, operations, finance, and product teams to support campaigns, new product launches, and inventory alignment.
• Deliver detailed sales forecasts, reporting, and territory performance analysis to the VP of Sales.

Budget & Travel Oversight

• Assist with the sales budget, including team travel, events, and trade shows.
• Oversee sales team travel schedules to ensure regional coverage and customer engagement.
• Represent Primary Arms at major industry events, buy group summits, and customer visits.

Team Development

• Foster a collaborative, performance-driven team culture focused on results and growth.
• Support team development through regular coaching, goal setting, and strategic alignment.

Qualifications

Required

• 7+ years of experience in commercial sales leadership within the optics, sporting goods, firearms, or outdoor industries.
• Proven success managing national retail accounts and buy group partnerships.
• Strong leadership, negotiation, forecasting, and communication skills.
• Willingness and ability to travel extensively throughout the United States (up to 60%).

Education

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

Preferred Traits

• Strategic mindset with a hands-on leadership style.
• Proficiency in CRM tools, Microsoft Office Suite, and ERP systems (NetSuite experience a plus).
• Passion for the optics industry and the 2A community.

Why Join Primary Arms Optics

• Competitive base salary + performance-based bonus
• Full benefits: health, dental, vision, 401(k) with match
• Employee discounts and access to industry-leading products
• Culture of growth, innovation, and tactical excellence

Primary Arms Optics is proud to be an Equal Opportunity Employer. Veterans encouraged to apply.