As an Architectural Sales Leader, you will play a pivotal role in influencing and driving the product positioning of our client’s product offerings with residential architects. This position is a blend of sales, relationship management, marketing outreach, and sales process, requiring a deep understanding of residential architects and construction industry. This role is crucial in influencing the perception of our clients’ products with residential architects and construction community. The Director, Sales – Architecture Development will contribute significantly to our client’s growth by ensuring their products are well-positioned to meet the evolving needs of architects.
Key Responsibilities:
1. Market Analysis and Research:
• Conduct in-depth market research to identify trends, opportunities, and competitive landscapes within the architectural and construction industry.
• Gather insights into the needs and preferences of architects, contractors, and other key stakeholders.
• Identify key decision-makers within architectural firms and understand their purchasing criteria.
• Identify key residential architects in focused geographies to develop database that can be used for direct marketing efforts
2. Product Positioning:
• Collaborate with the product development team to ensure our client’s offerings align with architectural and construction industry trends and requirements.
• Develop and refine product positioning strategies to meet the needs of residential architects and contractors.
3. Segment Strategy Development:
• Develop a comprehensive segment strategy, including target market definition, pricing strategy, and sales channels.
• Set clear goals, objectives, and key performance indicators (KPIs) for the segment.
4. Sales Strategy & Revenue Growth:
• Create sales strategies to achieve revenue targets by selling our client’s products to architectural firms and contractors.
• Develop and implement the selling process for the broader sales team to leverage locally with architects.
• Work closely with the sales team to establish sales targets and strategies.
• Develop and maintain a sales pipeline, tracking leads and opportunities.
• Monitor sales performance, identify areas for improvement, and implement corrective actions as needed.
5. Identify and incorporate Key Dealer Partners to drive architect engagement
• Research and identify dealers that have a significant customer base in the residential architecture sector.
• Establish strong relationships with key decision-makers and staff at dealers.
• Attend industry events, trade shows, or networking opportunities to meet dealer representatives in person.
• Collaborate with lumber yards on joint marketing efforts. This could include co-branded materials, joint promotions, or shared advertising.
• Hold and organize joint architect specific events at key dealers to educate and engage their architects.
6. Marketing Collaboration and Outreach
• Work with marketing team to develop marketing materials design to connect with residential architects
• Assist in development and refinement of a professional and user-friendly website showcasing products
• Assisting in development of CRM marketing efforts to promote and engage architects with the product portfolio
• Develop informative and engaging content that highlights the features, benefits, and applications of the Products.
• Utilize social media platforms to share project highlights, industry trends, and engage with architects.
7. Establish Industry Partnerships:
• Partner with architectural associations, industry events, and trade shows to increase visibility.
• Collaborate with influential architects on joint projects or endorsements.
8. Training and Education:
• Provide training and educational resources to architects and contractors regarding the features, benefits, and applications of our products.
• Offer workshops, webinars, or seminars that provide architects with valuable knowledge about AZEK products and their applications.
• Stay up-to-date with industry standards and regulations, and educate customers accordingly.
• Educate team members on the architect approach and selling process
9. Personalized Outreach:
• Develop a targeted outreach strategy, including personalized emails and direct calls to architects.
• Highlight how the products can address specific challenges or enhance the design aspects of their projects.
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10. Reporting and Analysis:
• Track and report on sales performance, market trends, and competitive analysis.
• Use data-driven insights to identify opportunities for improvement and adjust strategies and tactics as necessary.
Qualifications:
1. Bachelor’s degree in business, marketing, architecture, or a related field (Master’s degree preferred).
2. Proven track record in sales or segment leadership, particularly within the architectural or building materials industry.
3. In-depth knowledge of architectural and construction processes, materials, and trends.
4. Strong interpersonal and relationship-building skills.
5. Excellent communication and presentation abilities.
6. Strategic thinking and the ability to develop and execute complex business plans and effective sales strategies.
7. Analytical skills to assess market trends and make data-driven decisions.
8. Willingness to travel as required to meet with clients and attend industry events.
9. Ability to work independently and collaboratively within a team.
Key Deliverables:
1. Drive $4M in architect revenue in FY24, growing to $14M in FY25.
2. # of architects engaged:
• 3700 AIAs
• # of architects engaged through dealer partners
3. Digital traffic and user engagement metrics (evolving to lead scoring)
4. +10% increase in Samples
5. Hire West Coast Architecture rep
6. Develop comprehensive strategy to engage residential architect and get them to specify AZEK products
7. Work with marketing team to develop comprehensive marketing plan that encompasses website, social media, and CRM marketing
8. Long-term:
• Lead scoring and will measure increase in lead scoring
• # of specs or plans (Not currently measured – FY24 baseline year)
