John Mascis

Vice President of Sales @ SIRUI USA, LLC

About

I’m a revenue-driven Vice President of Sales with 20+ years of experience building and scaling high-performance commercial organizations for consumer brands across retail, wholesale, e-commerce, and emerging channels. I specialize in turning strategy into measurable growth, expanding distribution, strengthening national retail partnerships, and improving sell-in and sell-through performance to drive sustainable revenue and market share gains. Throughout my career, I’ve built and led winning sales teams, implemented scalable sales structures, and guided multi-channel growth through data-driven decision-making and hands-on leadership. I’m known for combining commercial rigor with open, direct communication and a strong bias toward execution Highlights include: • Scaled national retail revenue from ~$35M to ~$76M across big-box, specialty, and independent retail channels • Built and led multi-region sales organizations of 16+ professionals, consistently exceeding growth targets • Expanded distribution, category placement, and shelf presence with top-tier national and regional retail partners • Developed products and pentrated distribution into the Outdoor industry to drive additional revenue of $1.5 million My leadership style is rooted in clarity and accountability. I develop teams through clear expectations, coaching, and ownership, creating cultures where performance and trust coexist. I work cross-functionally with Marketing, Product, Merchandising, Finance, and Supply Chain to align commercial strategy with operational excellence, delivering profitable, customer-centric growth. I’m passionate about building long-term partnerships grounded in transparency, collaboration, and shared outcomes. Currently exploring senior sales leadership opportunities where I can drive growth, scale teams, and create lasting enterprise value.

Country

United States

City

Sneads Ferry

Industry

Electrical & Electronic Manufacturing

Skill

Leadership, Sales Leadership, Team Leadership, Direct Sales, Sales Management, Strategic Collaboration, Sales Acumen, Sales Pipeline Management, Sales, Sales Execution, Outside Sales, New Business Development, Quotations, Channel Business, New Markets, Business Planning, Business Management, Business Strategy, Business Intelligence (BI), Direct to Consumer Marketing

Experience

Vice President of Sales

SIRUI USA, LLC

2016-9 - Present · 10 yrs

Verona, NJ

Manufacturer of Professional Photography Products Outdoor, Sporting Goods, Consumer, Professional, Government, E-commerce & Specialty Channels • Drove 20X revenue growth, positioning SIRUI as the fastest-growing brand in its category nationally. • Built and led a team of 16 Sales Representatives, 1 Regional Sales Manager, and 6 cross-functional contributors across the U.S. • Architected a national omnichannel sales strategy across big-box retail, specialty, and eCommerce channels including Amazon Vendor Central — driving product velocity, shelf placement, and sell-through performance. • Led trade spend strategy and promotional planning in partnership with marketing and finance to maximize margin and retailer ROI. • Directed product innovation pipeline with R&D, marketing, and supply chain — launching 100+ SKUs with retail-ready POP displays and packaging. • Owned national account negotiations and commercial pricing strategy while maintaining healthy P&L and EBITDA targets. • Managed sales forecasting, CPFR, pipeline management, and executive reporting via Salesforce CRM. • Presented performance results, market trends, and strategic recommendations at the board level. Promoted from Director of Sales to Vice President of Sales in recognition of leadership excellence and revenue impact.

Director of Sales, USA

Videndum plc

2011-3 - 2016-9 · 5 yrs 7 mos

Upper Saddle River, NJ

Manufacturer of Professional Photography Products Outdoor, Sporting Goods, Consumer, Professional, Government, E-commerce & Specialty Channels • Generated $76M+ in annual revenue with 15% YoY growth across 6 channels and 7 consumer product brands. • Managed top national accounts — Best Buy, Walmart, Target, Costco, and Amazon — holding #1 national market share in the tripod category throughout tenure. • Redesigned national sales organization structure for a 25-person team (22 Sales Managers, 3 Regional Managers), improving accountability, focus, and revenue performance. • Led category reviews, retailer scorecards, and promotional planning with buyers across mass and specialty retail. • Launched 35+ new products and 2 new consumer brands to drive incremental revenue and category growth.

National Sales Manager Distributors

Samsung Electronics

2004-6 - 2011-3 · 6 yrs 10 mos

Ridgefield Park, NJ

Manufacturer of Consumer Electronic Products Consumer, B2B, Rental, Government, E-commerce and Specialty Channels • Scaled national distribution territory from $100M to $600M+, delivering 28% YoY growth across distribution, retail, eCommerce, and OEM channels. • Coached and led 13 distributors with 7 national sales representatives; developed push/pull GTM strategy and national sales playbook. • Directed marketing and promotional programs for major buying groups: NECO Alliance, BrandSource, Nationwide Marketing Group, and CEDIA.

Progressive Sales & Marketing Analyst Roles

Sony Electronics

1990-8 - 2004-6 · 13 yrs 11 mos

Park Ridge, New Jersey, United States

Manufacturer of Consumer Electronic Products Consumer, B2B, and Specialty Channels • Progressed from EDI Coordinator to Eastern Zone Sales Representative across a 14-year career, building foundational expertise in consumer retail sales, channel management, and marketing analytics at a Fortune 500 global brand.