Description:
The Opportunity
Real Flame® is a family-owned company that pioneered the electric fireplace and outdoor fire feature category, with products in hundreds of thousands of homes across North America. We are looking for a commercially sharp, digitally savvy National Account Manager to own and grow our DIY channel — currently 100% eCommerce — across accounts including Home Depot, Lowe’s, Ace Hardware, and Ferguson.
Our DIY business today lives online, and we need someone who thinks eCommerce first. The future opportunity is to leverage that digital foundation to eventually earn broader in-store distribution — and the right person will have the instincts and retailer relationships to make that case.
Who We’re Looking For
We are actively seeking candidates who have:
-
Sat on the retailer side of the table — as a buyer, merchant, or category manager at a major home improvement, home furnishings, or hardlines retailer.
OR
-
Managed true omni-channel accounts— particularly those who have managed both the digital shelf and physical in-store presence at major retailers and understand how each reinforces the other.
If you have spent time at Home Depot, Lowe’s, Wayfair, Target, Ace Hardware, or a similar retailer in a buying, merchandising, category management or omni-channel account management role and are ready to accelerate growth with Real Flame, we want to hear from you.
The Channel Today — and Where It’s Going
-
Our DIY business is currently 100% eCommerce — marketplace and .com programs at Home Depot, Lowe’s, and select other accounts
-
Our product price points position us at the premium end of the category, where online retail excels and where we have a strong story to tell
-
A key strategic objective for this role is to leverage eCommerce performance data and sell-through to build a compelling case for in-store distribution over time. This person will be the architect of that path — starting with owning the digital shelf and building the data-driven narrative that earns us a place on the physical one
What You’ll Do
Own the Digital Shelf
-
Drive eCommerce sales performance across all DIY accounts — optimizing content, search visibility, ratings, conversion, and promotional strategy
-
Monitor and improve key digital metrics: content scores, search rank, conversion rates, return rates, and customer reviews
-
Lead item setup, content accuracy, and online merchandising across all retailer platforms
-
Identify and capitalize on digital shelf opportunities — sponsored placements, A+ content, and algorithmic improvements
Manage the Business
-
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 to 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
Build Toward In-Store
-
Use eCommerce performance data to construct compelling sell-in stories for brick-and-mortar distribution
-
Identify category whitespace and pricing opportunities where Real Flame can win on the physical shelf
-
Proactively pursue new distribution opportunities within the DIY channel
Lead Cross-Functionally
-
Partner closely with Product Development, Supply Chain, Finance, and Operations to ensure seamless execution across all accounts
-
Bring the voice of the retailer and the customer into internal conversations — especially product development and pricing decisions
-
Work closely with the VP of Sales as a strategic partner on channel planning, forecasting, and investment decisions
Requirements:
Strongly Preferred Background (one of the following)
-
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 at a consumer durables or hardlines vendor, with demonstrated eCommerce ownership
-
Combination of retailer-side and vendor-side experience is a significant plus
Skills & Capabilities
-
Deep understanding of how major retailers make online and in-store assortment decisions
-
Fluency in eCommerce retail fundamentals: search, content, conversion, fulfillment, and digital promotions
-
Strong analytical mindset — comfortable building business cases from performance data
-
Experience with retailer platforms and vendor portals (Vendor Central, Retail Link, Partner Online, or similar)
-
Excellent communication and relationship-building skills with buyers and internal teams
-
Highly organized, self-directed, and comfortable operating in a lean, entrepreneurial environment
-
Experience with U.S. and Canadian retail markets a plus
-
Estimated 10% overnight travel required
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
-
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)
