Position Summary

We are seeking a highly driven National Account Manager of DIY that will lead the Real Flame Company DIY Channel (Home Depot, Lowes, Ferguson, Ace Hardware, etc.) by increasing sales at current accounts and prospecting additional distributors and retailers in the DIY channel. They will collaborate with various teams and develop strong relationships to assume the category leader at existing accounts. This role requires exceptional communication, demonstrates Omni Channel thinking, and consumer durables industry experience.

This role will operate as a strategic partner to the VP of Sales, aligning DIY channel initiatives with overall revenue growth, margin targets, and market expansion goals. The National Account Manager will provide regular insights into account performance, competitive landscape, and category trends, informing broader sales strategy and investment decisions. They will also play a key role in forecasting, pricing strategy, and promotional planning, ensuring execution within the DIY channel supports enterprise-wide objectives while driving sustainable, profitable growth.

What you’ll do:

• P&L Responsibilities (DIY Accounts – Home Depot, Lowe’s, Ace Hardware, Ferguson): Support evaluation of customer programs, promotions, advertising, and terms, with a focus on improving overall ROI and margin performance
• Develop, maintain, and execute a rolling three-year strategic plan aligned to company growth targets and VP of Sales expectations
• Build and execute annual business plans designed to expand market share, improve profitability, and strengthen account partnerships
• Serve as the primary point of contact for key customers, developing strong relationships with buyers, merchants, and decision-makers
• Lead assortment planning, pricing strategy, promotional calendars, and new product introductions across each account
• Analyze sales performance, market trends, and competitive activity to identify opportunities and risks; adjust strategies accordingly
• Deliver accurate forecasts and partner closely with supply chain and operations to ensure inventory alignment and service levels
• Own in-store execution strategies, ensuring strong product visibility, content accuracy, and performance optimization
• Lead Quarterly Business Reviews (QBRs) with customers, presenting clear, data-driven insights, performance updates, and forward-looking strategies
• Manage retailer systems and processes (item setup, compliance requirements, reporting, and order flow) with a high level of accuracy and accountability
• Proactively identify and pursue new distribution opportunities within the DIY channel

Cross-Functional Leadership

• Partner closely with Product Development, Supply Chain, Finance, and Operations to ensure seamless execution across all accounts
• Align go-to-market strategies, product launches, and promotional initiatives with account-specific opportunities
• Provide customer and market insights to inform product development, pricing decisions, and overall commercial strategy
• Act as the voice of the customer internally while ensuring company priorities and execution standards are met

• 5 - 7 years of experience in national account management, sales, or business development within consumer durables, retail, or manufacturing
• Proven success managing large retail accounts such as Home Depot, Lowe’s, Ace Hardware, Ferguson, or similar
• Demonstrated experience owning account-level P&L and delivering profitable growth
• Strong understanding of retail fundamentals, including assortment planning, pricing, promotions, and forecasting
• Experience supporting both in-store and eCommerce business channels
• Data-driven mindset with strong analytical and problem-solving skills
• Excellent communication, negotiation, and relationship-building abilities
• Highly organized with the ability to manage multiple accounts and priorities simultaneously
• Self-starter with strong ownership mentality and a results-driven approach
• Estimated 10% overnight travel required when appropriate
• Experience managing accounts across both U.S. and Canadian retail markets

Work Environment

Our team operates primarily in an onsite model to support collaboration, visibility, and alignment across functions. Following an initial onboarding and integration period, employees are eligible for a work-from-home day on Fridays, along with additional flexibility as needed to support business demands and individual productivity.

Why This Role

This is a high-impact role with direct ownership of key national accounts and meaningful influence on channel performance. You will play a critical role in shaping DIY strategy, driving long-term growth, and strengthening Real Flame’s position across top-tier retail partners.

About Us

Real Flame® is a family-owned company based in Racine, Wisconsin with a team of approximately 40 employees. We specialize in the design, production, and sale of indoor electric fireplaces, outdoor fire features, and outdoor furniture. For more than 25 years, our mission has remained simple: to create beautifully designed, high-quality, and safe fire features that allow consumers to experience the charm and comfort of a fireplace without the hassle.

As a pioneer in the early gel fuel industry, Real Flame later introduced the VividFlame electric firebox, helping shape today’s electric fireplace category. Since then, we have expanded our product offerings to include outdoor gas fire tables and bowls, wood-burning fire pits, and outdoor furniture.

Despite our growth, we have remained a close-knit, agile team that values collaboration, accountability, and innovation. We continue to design our products in-house and bring new styles to market each year. Today, Real Flame products can be found in hundreds of thousands of homes, and we’re proud of the role we play in helping customers create meaningful moments with family and friends.

Benefits

• Competitive base salary plus profit sharing and individual performance incentive bonus
• Comprehensive medical, dental, and vision coverage with multiple plan options (HDHP and copay), FSA benefits, and the ability to use your existing HSA
• Company-funded medical deductible reimbursement—up to $1,000 (individual) / $2,000 (family)
• Up to 6 weeks of paid parental leave
• 401(k) with company match up to 4%
• Life and disability insurance
• Employee Assistance Program (EAP)
• Paid time off and company holidays to support work–life balance, with the added option to purchase up to 5 extra vacation days per year
• A collaborative, team-oriented environment with direct access to leadership and the opportunity to make a meaningful impact within a growing organization
• Company-sponsored team events and outings that foster connection and celebrate team success
• Employee product benefits, including exclusive discounts and a complimentary indoor fireplace and outdoor fire feature—so you can experience the Real Flame product firsthand, with a generous family discount extended to immediate family members (some exclusions apply)