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Reef is restructuring its internal and external sales forces to align with different distribution channels.
The company is moving from using 20 independent sales reps in different parts of the country to creating five “super reps” who now control more territory and will focus on the action sports and outdoor markets.
Reef President Jim Gerson, National Sales Director Courtney Kincaid and Vice President of Marketing Kevin Flanagan spoke with me about the changes by telephone last night.
Internally, two sales managers will now focus on key mall and specialty accounts. Jason Konkoly is now the lifestyle channel manager, working with accounts such as The Buckle, PacSun and Journeys. Ty Logan is the department store channel manager, and will work with Nordstrom, Macy’s, Dillard’s, etc.
Jim said the new structure will allow each sales group to focus more closely on customers and become experts in their distribution channel. It also allows Reef to leverage the best business practices of its best reps, who will then be training and mentoring a sales force underneath them.
The North Face, where Jim previously worked, uses a similar structure and Jim said it is very effective.
The external super reps will report directly to Courtney, as will the internal sales managers.
The new Reef super reps are:
Southwest- Lance Varon
Northwest - Julissa Downing
Mid-West- Chad Stanley
Northeast- Brad Beach
Southeast- Rick Zappone
Reef will not be at Surf Expo this week because they have shifted their calendar and the company wrapped up summer orders Dec. 15.