American Leather Taps Workman as VP of Sales

March 7, 2019  by Laurie Northington in Business Strategy, Executive Changes, Industry   

As a seasoned corporate sales executive, Workman has built a reputation as a hands-on team leader that consistently drives sales growth for retail business partners. With his industry knowledge, organizational style and client-focused approach, he has thrived in building strong partnerships and alliances.

“American Leather has built a reputation for innovation, speed to market and great design, but more importantly, building strong partnerships with our retailers,” said Veronica Schnitzius, president of American Leather. “Adding David to our sales management team will allow us to enhance our retail sales programs and broaden out touchpoints across our retailer channel.”

According to Bruce Birnbach, CEO of American Leather Holdings, “David has shown himself to be a results-focused planner with a management style that delivers consistent growth in both U.S. and international markets. He has a broad, competitive knowledge and effective management style that has meant success for his organizations, and we’re thrilled to have him join us.”

Workman joins American Leather from Broyhill Furniture Industries, where he most recently served as president. Responsible for Broyhill’s overall bottom line, he oversaw more than 1,000 employees at three manufacturing and distribution plants as well as all aspects of Operations, Supply Chain, Sales, and Merchandising and Marketing.

During his tenure as president, Workman implemented a channel-focused sales management structure for the company’s residential, e-commerce, alternative distribution and licensing markets. He also took measures to cultivate a proactive, results-driven culture by establishing clear objectives, measurable goals and performance metrics. These efforts helped transform Broyhill into a profitable organization under the Heritage Home Group umbrella by eliminating excess and obsolete inventory, and targeting the brand’s go-to-market approach with strategic case-good product and relevant value price point upholstery in the marketplace.

Previously, Workman served as senior vice president of sales for Broyhill. In this position, he managed the U.S. and international sales team responsible for the multi-million AOP across the brand. This entailed responsibility for the e-commerce merchandising and marketing strategy, website content and website marketing team. Workman also oversaw the Broyhill Customer Service team responsible for domestic, international and e-commerce customer order entry, consumer services and parts requests. Other duties included developing and managing annual sales revenue plans and sales operational budgets, and facilitating a forecasting plan linking sales to the supply chain.

“American Leather is uniquely positioned to offer innovative solutions and a strong brand position within the premium home furnishings market,” said Workman. “I am looking forward to working with Rico to further strengthen American Leather’s sales channel and dealer network.”

Workman also has held leadership posts at Heritage Home Group and Lane Furniture Industries.