Regional Sales Director - East

FirstCash, Inc.; Atlanta (GA); On-site; USD 90,000 - 120,000; Full time

Job summary

American First Finance is seeking a Regional Sales Director to lead a regional ASR team, drive merchant engagement, and deliver growth across Georgia and neighboring markets.

You will hire, train, and coach sales staff, monitor performance with CRM tools, and collaborate with internal teams to hit regional targets while maintaining AFF values and customer focus.

Qualifications

• Proven leadership skills and ability to motivate and drive high-performance teams.
• Experience leading regional sales efforts and coaching field staff.
• Bachelor’s degree preferred but not required; strong track record acceptable.

Responsibilities

• Recruit, train, and develop ASRs to drive business growth.
• Leverage AFF CRM tools for sales tracking and performance monitoring.
• Engage business owners by understanding needs and revenue opportunities.
• Build and nurture relationships with existing clients for retention.
• Conduct field observations with ASRs to improve performance.
• Provide hands-on support in launching merchant partnerships.
• Coach ASRs on presentations, goals, and key accounts with data insights.
• Analyze sales data to optimize market penetration.
• Plan and lead sales meetings aligned with compliance and regional goals.
• Collaborate with Marketing, Training, Merchant Care, and Sales Ops.
• Manage regional budgets and resources to maximize ROI.
• Maintain integrity and accountability; ensure policy compliance.
• Meet and exceed sales targets through leadership and execution.

Skills

Leadership

Sales leadership

Customer-focused mindset

Business acumen

Data-driven mindset

Collaboration

Relationship-building

Communication skills

Travel readiness

MS Office

Education

Bachelor’s degree preferred

Tools

MS Office Suite

Job description

Regional Sales Director

At American First Finance (AFF), the Regional Sales Director (RSD) plays a critical leadership role in driving sales success within an assigned geographical region. This dynamic position involves overseeing a team of Area Sales Representatives (ASRs) who cultivate and maintain strong relationships with merchants, ensuring the successful promotion and utilization of AFF’s financial programs. Base pay is $90,000 with earnings bonus up to a total of $120,000 OTE.

The RSD is responsible for hiring, training, and coaching sales teams to improve performance while actively monitoring sales activity to achieve regional growth targets. With a focus on strategic problem-solving and innovative thinking, the RSD must effectively navigate challenges, develop creative solutions, and maximize merchant engagement.

A core aspect of this role is delivering a first-class customer experience that aligns with AFF’s values while also driving merchant relationship profitability. By influencing key accounts through program marketing, utilization, and revenue generation, the RSD ensures that AFF’s financial solutions make a meaningful impact for both merchants and customers alike.

Roles and Responsibilities

• Recruit, train, and develop a high-performing team of Area Sales Representatives (ASRs) to drive business growth.
• Leverage AFF’s Customer Relationship Management (CRM) tools for efficient sales tracking and performance monitoring.
• Engage business owners by understanding their needs and demonstrating how AFF can help them attract more customers and increase revenue.
• Build and nurture relationships with existing clients, ensuring high levels of satisfaction and long‑term retention.
• Conduct field observations with each ASR to assess and enhance sales performance.
• Provide hands‑on support in launching new merchant partnerships and delivering comprehensive training to ensure program success.
• Coach ASRs on effective sales presentations, goal achievement, and relationship‑building with key account contacts, using data‑driven insights to enhance performance.
• Analyze key sales data to optimize market penetration and maximize impact.
• Plan and lead effective sales meetings in alignment with AFF compliance policies and regional objectives.
• Collaborate with internal teams (Marketing, Training, Merchant Care, and Sales Operations) to execute strategic initiatives and address opportunities.
• Manage regional budgets and resources efficiently to maximize return on investment (ROI).
• Maintain integrity and accountability, ensuring compliance with company policies and industry regulations.
• Meet and exceed established sales targets through effective leadership and execution.
• Perform other duties as assigned to support the organization’s growth.

Qualifications

• Proven leadership skills with the ability to motivate, mentor, and drive high‑performance sales teams.
• Bachelor’s degree preferred but not required.
• Minimum of 7 years of successful sales management experience or equivalent.
• Track record of sustained high performance with strong adaptability and a growth mindset.
• Ability to collaborate with internal teams (Marketing, Training, Sales Operations) to achieve corporate objectives.
• High energy, organizational skills, and unwavering integrity.
• Customer‑focused mindset with a sense of urgency and problem‑solving ability.
• Strong business acumen and understanding of market opportunities.
• Thrives in a fast‑paced, results‑driven environment with a competitive mindset.
• Proficiency in MS Office Suite (Word, Excel, PowerPoint).
• Excellent relationship‑building skills with a commitment to responsiveness and follow‑up.
• Valid driver’s license and car insurance for regional travel.
• Experience in acommission‑based sales environment involving a mix of cold, warm, and hot leads.
• Financial acumen to manage budgets and resources effectively for maximum impact.
• Data‑driven mindset with analytical capabilities to leverage metrics for strategic decision‑making

Bonus Skills

• Extensive experience in B2B sales, negotiation, and closing deals.
• Strong background in retail consumer finance, merchant services, or SaaS sales.

This role requires a proactive, strategic leader who can empower teams, foster strong business relationships, and drive measurable growth. If you thrive in a high‑energy, fast‑paced environment and have a passion for sales leadership, American First Finance is the place for you!

About FirstCash Holdings, Inc.

FirstCash Holdings, Inc. is the leading international operator of pawn stores and a premier provider of technology‑driven point‑of‑sale payment solutions, both dedicated to serving cash‑and‑credit‑constrained consumers.

With over 3,000 pawn stores across 29 U.S. states, the District of Columbia, and Latin America—including Mexico, Guatemala, Colombia, and El Salvador—FirstCash offers a diverse selection of pre‑owned jewelry, electronics, tools, appliances, sporting goods, musical instruments, and more. In addition, our stores provide small, non‑recourse pawn loans secured by pledged personal property, offering accessible financial solutions to the communities we serve.

Through our wholly owned subsidiary, American First Finance (AFF), FirstCash also delivers lease‑to‑own and retail finance payment solutions for consumer goods and services. With a nationwide network of over 13,000 retail merchant partners, we help customers access flexible financing options tailored to their needs.

With a workforce of approximately 20,000 employees across the U.S. and Latin America, FirstCash is committed to excellence, innovation, and financial inclusion. As a recognized industry leader, the company is a proud component of both the S&P MidCap 400 Index® and the Russell 2000 Index®, reflecting our strength and stability in the market.

Join FirstCash and be part of a company that values integrity, customer service, and growth.

Note:

The information contained in this description is not intended to be an all‑inclusive list of the duties and responsibilities of this job or the skills and abilities required to do the job. Management has the discretion to assign/reassign duties and responsibilities to this job at any time. Duties and responsibilities may be subject to change at any time due to reasonable accommodation or other reasons.

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FirstCash Holdings, Inc. is an Equal Opportunity Employer

FirstCash Holdings, Inc. is committed to the full inclusion of all qualified individuals. In keeping with this commitment, FirstCash will ensure that individuals with disabilities are provided with reasonable accommodation. Accordingly, if a reasonable accommodation is required to fully participate in the job application or interview process; to perform the essential functions of the job; and/or to receive all other benefits and privileges of employment, please contact Human Resources at [e-mail] or [phone] Ext. 1