National Account Manager Retail Channel (DIY)

Union Grove, WI, USA|

Job Overview

Benefits

competitive base salary

Profit sharing

Individual performance incentive bonus

Medical Coverage

dental coverage

vision coverage

Flexible spending account

Company-funded medical deductible reimbursement

Paid parental leave

401(k) with Company Match

Life insurance

Disability insurance

Employee assistance program

Paid Time Off

company holidays

Team-oriented work environment

Company-sponsored team events

Employee Product Discounts

Job Description

Real Flame is a distinguished family-owned company headquartered in Racine, Wisconsin, with a rich heritage spanning over 25 years in the indoor and outdoor fire feature industry. As a pioneer who originally shaped the electric fireplace and outdoor fire feature category, Real Flame has a widespread presence, with products found in hundreds of thousands of homes across North America. The company focuses on creating beautifully designed, high-quality, and safe electric fireplaces, outdoor gas fire tables, wood-burning fire pits, and outdoor furniture. It takes pride in its close-knit, agile team environment that values collaboration, accountability, and innovation.

The company emphasizes in-house design and continuous product innovation, consistently bringing new styles to market every year. This positions Real Flame as an industry leader with a strong brand reputation in both indoor and outdoor hearth and home markets.

The role of National Account Manager focuses primarily on the DIY channel, which is currently entirely eCommerce-based. Key accounts include major retailers such as Home Depot, Lowe's, Ace Hardware, and Ferguson. The role demands a commercially astute, digitally savvy individual who can own and grow the digital-first channel and help transition the business toward broader in-store distribution. The individual must be comfortable thinking eCommerce first, optimizing digital shelf performance through content management, search visibility, ratings, conversion, and promotional strategy.

This role offers the opportunity to influence channel strategy significantly and drive long-term growth by leveraging eCommerce performance data and consumer insights to build compelling business cases for expanding Real Flame's physical retail presence. The National Account Manager will serve as the key liaison to retailer buyers, merchants, and digital teams, managing assortment planning, pricing strategy, inventory forecasting, and promotional calendars.

Additionally, the role requires strong cross-functional collaboration with Product Development, Supply Chain, Finance, and Operations to ensure seamless execution. It presents an exciting career path for candidates with backgrounds in retail buying, merchandising, category management, or omni-channel account management who have managed both digital and physical retail channels within home improvement or hardlines sectors.

The company offers an onsite-centered work environment promoting teamwork and business alignment, with flexibility options including a work-from-home day on Fridays. Overall, this is a high-impact position with meaningful ownership of national accounts and a chance to strengthen Real Flame's retail footprint across North America's top-tier DIY outlets. Competitive compensation and comprehensive benefits accompany the role, reflecting the company’s commitment to employee well-being.

Job Requirements

Bachelor's degree or equivalent experience
4-7 years as a buyer, merchant, or category manager at a major home improvement, home furnishings, or hardlines retailer
4-7 years in omni-channel national account management with demonstrated eCommerce ownership
Experience in managing both digital and physical retail channels
Strong understanding of retailer online and in-store assortment decisions
Fluency in eCommerce retail fundamentals including search, content, conversion, fulfillment, and digital promotions
Strong analytical mindset with data-driven business case building
Experience with retailer vendor portals such as Vendor Central, Retail Link, or Partner Online
Excellent communication and relationship skills
Highly organized and self-directed
Comfortable in a lean, entrepreneurial environment
Experience with U.S. and Canadian retail markets preferred
Willingness to travel up to 10% overnight

Job Qualifications

Bachelor's degree or equivalent experience
4-7 years experience as a buyer, merchant, or category manager at a major home improvement, home furnishings, or hardlines retailer
or 4-7 years experience in omni-channel national account management at a consumer durables or hardlines vendor with demonstrated eCommerce ownership
Strong analytical skills with ability to build business cases from data
Experience with retailer platforms and vendor portals such as Vendor Central, Retail Link, or Partner Online
Excellent communication and relationship-building skills
Highly organized, self-directed, and comfortable working in an entrepreneurial environment
Knowledge of U.S. and Canadian retail markets a plus
Ability to travel up to 10% overnight

Job Duties

Drive eCommerce sales performance across all DIY accounts by optimizing content, search visibility, ratings, conversion, and promotional strategy
Monitor and improve key digital metrics including content scores, search rank, conversion rates, return rates, and customer reviews
Lead item setup, content accuracy, and online merchandising on all retailer platforms
Identify and capitalize on digital shelf opportunities such as sponsored placements, A+ content, and algorithmic improvements
Serve as the primary point of contact for buyers, merchants, and digital teams at each account
Build and execute annual and three-year business plans aligned with growth, margin, and distribution expansion goals
Lead assortment planning, pricing strategy, and promotional calendars across each account
Deliver accurate forecasts and partner with supply chain to ensure inventory and service level alignment
Own Quarterly Business Reviews presenting performance data, market context, and forward-looking strategy
Manage all retailer systems, compliance requirements, and order flow with accuracy and accountability
Use eCommerce performance data to construct compelling sell-in stories for brick-and-mortar distribution
Identify category whitespace and pricing opportunities for physical shelf expansion
Proactively pursue new distribution opportunities within the DIY channel
Partner closely with Product Development, Supply Chain, Finance, and Operations for seamless account execution
Bring the voice of the retailer and customer into internal product development and pricing decisions
Work closely with the VP of Sales on channel planning, forecasting, and investment decisions