Director of Field Sales, Education & Events (Americas)

Who We Are

Fuelled by passion, KAYALI was founded in 2018 by beauty mogul and fragrance fanatic, Mona Kattan. Translating to ‘my imagination’ in Arabic, KAYALI provides a modern fragrance experience inspired by Mona’s rich Middle Eastern heritage and the art of layering scents to help you create your mood; where sharing scents is a ritual and smelling good is both an act of goodwill and self-love. Mona collaborates with some of the world’s most renowned perfumers and sources the finest ingredients to create unique juices that are infinitely memorable, long-lasting, and cruelty-free. Each luxurious fragrance is an ode to true craftsmanship and tells a special story, from the addictive notes to the multi-faceted jewelled bottles.

Our Mission

To make everyone feel like the diamond they are! To build a global community of fragrance lovers through the power of scent and by providing them with the most innovative & luxurious fragrances, education and sharing our Middle Eastern fragrance rituals with the world.

Summary

We’re excited to welcome a Director of Field Sales, Education & Events to our New York team! Reporting to the Senior Sales Director, this role is a key driver in shaping how our brand connects with consumers and retail partners across the Americas.

You will lead the development and execution of education strategies and event programs that elevate the client experience, empower field teams, and deliver measurable business results. From designing innovative training content and hosting digital education sessions to orchestrating impactful in-store activations and retailer-specific events, you’ll ensure flawless execution of global brand priorities while driving sales and ROI.

As a leader, you’ll mentor a high-performing field team, set clear sales and education goals, and foster collaboration across internal teams and external partners. Leveraging data-driven insights, you’ll continuously optimize strategies and champion best practices that strengthen brand equity and consumer engagement.

This is an opportunity to make a meaningful impact, inspire through education, and bring your passion for beauty and fragrance to life. The ideal candidate is a strategic thinker, relationship builder, and innovator with proven experience in education, events, and field leadership.

Requirements

Education Strategy & Execution

• Design and implement an annual education strategy aligned with Americas Sales & Marketing objectives and global brand priorities.
• Develop and manage diverse training content, including videos, digital learning tools, printed materials, and live training guides.
• Host digital training events in collaboration with internal and external teams to support retailer initiatives and enhance client engagement.
• Act as the primary point of contact for retailer store teams and Education & Events teams, ensuring alignment and consistent communication.
• Partner with Creative to produce compelling education and event toolkits that support core strategies and new product launches.
• Collaborate with Global Education to maintain consistent storytelling and alignment across markets.
• Deliver scalable training programs that showcase product innovation and empower field teams.

Event Management

• Own the in-store event calendar, activations, and materials for all Sephora FSC and store-generated events.
• Curate retailer-specific events that align with brand and consumer priorities, driving sales and delivering strong ROI.
• Develop and execute “event-in-a-box” programs to support training initiatives across the Americas.
• Collect and analyze event data to optimize future initiatives and share post-event recaps with leadership, highlighting wins, opportunities, and ROI.
• Maintain seasonal Master Event Listings and share best practices with field teams.
• Forecast and coordinate logistics for retailer gratis programs and event needs.

Field Leadership & Collaboration

• Lead and mentor a high-performing Field Sales team, setting clear performance goals and providing ongoing coaching.
• Recruit, train, and develop best-in-class talent.
• Foster a collaborative team environment that encourages open communication and feedback, recognizing achievements to boost morale.
• Provide constructive feedback and conduct monthly performance reviews to drive continuous improvement.
• Establish and manage clear sales goals and education objectives, driving consistent performance across all markets and ensuring maximum ROI for events.
• Champion cross-functional collaboration to ensure seamless execution of global education and event strategies.
• Partner with Brand Marketing to support launch events with tailored education programs.

Field Performance Analysis

• Monitor sales reports and metrics, providing regular updates to the Field Sales team during weekly touch bases and calls.
• Use data-driven insights to adjust strategies as needed.
• Conduct weekly team meetings to review sell-through success, stock opportunities, and performance.
• Host quarterly meetings with Account Executives and freelance teams.
• Manage weekly Education Sales Visits (ESV), reporting BA training and average dollars generated.
• Conduct monthly and seasonal market visits to provide strategy and analysis.

Operational Collaboration

• Work with Account Management and Demand Planning teams to manage inventory needs for ACs/AEs, ensuring proper allocations prior to shipping.
• Manage weekly Field Sales & Education email publications, championing the team, sharing key learnings and opportunities, OOS challenges, competitor insight, etc.
• Maintain bi-monthly competitive information and bi-weekly reports.

Business Planning & Event Tracking

• Manage business planners directly with AEs; revise as necessary.
• Upload all FSC events and future events communicating deadlines to ACs/AEs.
• Track and manage event entries weekly; share updates with the regional and global teams at month-end or during monthly markets call.

New Hire & Brand Training

• Ensure all new hires receive comprehensive onboarding and training, including detailed schedules and follow-up support.

Budget & Operations

• Manage end to end Education and Field Sales budgets including but not limited to: events budgets, TOAs, samples, toolkits, retailer/field gratis, T&E, and Freelance spend.

Requirements

· 5+ years Director level of experience in beauty education and events, ideally within the fragrance category

• Experience in prestige beauty, SEPHORA experience preferred

· Proven success in developing and executing training and event programs with key retailers.

· Based in the NYC area and able to commute to the office 4 days per week (Mon - Thus).

· Willing and able to travel throughout the Americas as needed; valid passport required.

• This position requires up to 70% percent domestic travel and may include some international travel
• Must possess a valid state driver’s license, good driving record and required auto insurance policy

· Strong leadership and interpersonal skills-dynamic, collaborative, and influential.

· Highly organized with excellent time management, prioritization, and analytical abilities.

· Creative and entrepreneurial mindset with a passion for beauty and innovation.

· Outstanding written and verbal communication skills.

· Proficient in Microsoft Office Suite with professional email etiquette.

· Advanced user of Excel and PowerPoint.

· Comfortable working in a fast-paced, entrepreneurial environment.

· Available for occasional evening and weekend event (comp days provided).

Benefits

Our Benefits & Perks:

• Premium Medical/Dental/Vision coverage
• Employee discounts on all Kayali products
• Quarterly product gifting