B'laster Vice President of Sales

Vice President of Sales

Location: Cleveland, OH or remote with frequent travel

Department: Sales

Reports to: Chief Executive Officer

About B’laster Holdings:

B’laster Holdings is a market leader in specialty lubricants, penetrants, automative AC recharge kids, degreasers, and other maintenance products trusted by professionals and DIY enthusiasts. Founded in 1957, B’laster built its reputation on solving real-world challenges by freeing rusted parts, extending equipment life, and making tough jobs easier. With its iconic PB B’laster Penetrating Catalyst and a robust portfolio of problem-solving products (including products sold under the AC Avalanche, Gunk, and Liquid Wrench brands), B’laster has become a fixture in automotive, hardware, and big-box retail stores across the United States.

Backed by a commitment to quality, innovation, and exceptional customer service, B’laster Holdings is poised for continued growth. In addition to our established presence in core retail channels, we see significant opportunity to extend our reach into new geographies, e-commerce, industrial/MRO distribution, and specialty segments such as marine and powersports. With private equity backing, we’re investing in strategic sales leadership to chart our next phase of acceleration. The Vice President of Sales will play a critical role in strengthening our sales team’s performance, refining go-to-market strategies, planning and executing line reviews with key retailers, and identifying and capturing new growth opportunities.

Position Summary:

The Vice President of Sales (VP Sales) will lead B’laster’s entire sales function and serve as a key member of the executive leadership team. This role will be responsible for managing and developing a high-performing sales team, driving performance of individual contributors, and establishing best-in-class sales processes. The VP Sales will create strategies to ensure successful periodic product line reviews with major retailers, deepen relationships with existing channel partners, and grow the business into underpenetrated channels including international markets (Mexico, Canada), e-commerce, industrial/MRO distribution, and specialty verticals. This leader will be a hands-on sales architect, equally adept at setting long-term vision and rolling up their sleeves to support the team in front of customers.

Position Responsibilities:

Sales Leadership & Execution

• Lead, mentor, and coach a sales team that sells primarily through established retail channels, including automotive parts retailers, hardware stores, and big-box home improvement outlets.
• Drive individual contributor performance by setting clear targets, providing regular feedback, and implementing performance management and incentive programs that encourage sales excellence.
• Oversee the preparation and execution of product line reviews with retailers, ensuring strategies, product assortments, pricing, and promotions are aligned to meet both customer and company objectives.
• Collaborate closely with internal stakeholders to ensure the sales team has the tools, product knowledge, and data insights to excel in customer-facing activities.
• Establish and maintain executive-level relationships with top customers, regularly engaging senior decision-makers to align on key initiatives, address challenges, and drive long-term, mutually beneficial partnerships.
• Collaborate with finance, marketing, and product teams to develop and harmonize pricing strategies across all sales channels, ensuring consistent brand perception, optimized margins, and compliance with market conditions.

Channel & Market Expansion

• Identify, prioritize, and develop strategies to penetrate new sales channels and markets beyond the company’s core strengths.
• Expand the company’s footprint in Mexico and Canada, building upon early traction to achieve significant international revenue growth.
• Launch and grow an e-commerce presence, developing effective online selling strategies.
• Pursue opportunities in industrial/MRO distribution and specialty segments—such as marine and powersports distributors/retailers—to diversify the customer base and grow profitably in attractive niche channels.

Sales Process & Infrastructure

• Implement foundational sales processes and tools that enhance forecasting accuracy, account management, and pipeline visibility. While the company does not currently have a CRM system, the VP Sales will evaluate and recommend appropriate solutions to improve data-driven decision-making and sales productivity.
• Use actionable KPIs, dashboards, and reporting to measure performance, identify trends, and refine strategies.
• Ensure alignment with operations, finance, and supply chain teams to maintain appropriate inventory levels, support product availability, and meet service-level expectations for key accounts.
• Establish a structured pipeline management framework—from lead generation to closing deals—by developing clear documentation, tracking mechanisms, and accountability measures, ultimately driving visibility and consistency in the sales process.
• Build analytics and reporting capabilities to provide timely, actionable insights on sales team performance, customer trends, and channel metrics.

Cross-Functional & Strategic Collaboration

• Partner with marketing and product teams to ensure sales strategies align with brand positioning, product innovation pipelines, and promotional efforts.
• Work closely with finance to set achievable but ambitious sales targets, budget effectively, and track profitability by channel and segment.
• As a key member of the executive team, contribute insights and recommendations to the broader corporate strategy, helping shape long-term growth plans, partnership opportunities, and potential acquisitions.

Position Requirements (Knowledge & Experience):

• Bachelor’s degree in business, marketing, or a related field; MBA preferred.
• 10 years of progressive sales leadership experience with a strong track record of driving sales growth in retail environments—particularly automotive, hardware, and big-box channels.
• Proven success managing individual contributors, developing their skills, and elevating team performance.
• Experience conducting successful line reviews and promotional planning with major retailers is strongly preferred.
• Demonstrated success growing sales through multi-channel distribution—including big-box retailers, specialized end markets, and other channel partners.
• Demonstrated ability to expand into new channels (e.g., e-commerce, industrial/MRO, specialty distributors) and new geographies (international experience a plus).
• Proven ability to design and implement a multi-faceted sales coverage model—leveraging third-party contracted sellers, inside sales, customer service, and direct-to-market teams—to optimize market reach and efficiency.
• Extensive experience in identifying, selecting, and managing third-party sales rep firms to drive product placement, revenue growth, and brand consistency across various channels.
• Strong analytical, communication, and negotiation skills, with the ability to use data and market insights to inform decisions.
• Entrepreneurial mindset and comfort working in an environment where some foundational systems and processes (e.g., CRM) need to be built or implemented.
• Willingness to travel up to 50% of the time; valid driver’s license required.

Benefits:

B’laster Holdings offers a competitive compensation package, including base salary, performance-based incentives, and the opportunity to participate in equity programs. The company provides a comprehensive benefits suite—medical, dental, vision, life, disability, and retirement savings plans—along with paid time off and professional development opportunities. As part of a dynamic organization backed by private equity, the VP Sales will have a direct hand in shaping the company’s future and driving meaningful results.

B’laster Holdings Culture & Values:

• Customer Focus: We are passionate about solving real-world challenges and delivering exceptional value to our customers.
• Integrity: We act with honesty, respect, and accountability in all our interactions.
• Collaboration: We believe that cross-functional teamwork and open communication lead to better business outcomes.
• Continuous Improvement: We seek to grow and improve every day, streamlining processes and seeking out new avenues for success.
• Entrepreneurial Spirit: We embrace a hands-on, agile approach, willing to innovate, experiment, and adapt to meet the evolving needs of our customers.

By joining B’laster Holdings as the Vice President of Sales, you will shape the next chapter of a proven brand, empower a talented sales team to new heights, expand market presence, and help position the company for long-term, sustainable growth.