Commercial Activation Director

Purple is a digitally-native vertical brand with a mission to help people feel and live better through innovative comfort solutions. To us, comfort means more than great products, it means empowering every employee to feel comfortable being themselves. We believe your career at Purple will be a one-of-a-kind “Career in Comfort” because our workforce is one-of-a-kind. We are committed to a culture of collaboration where every voice is heard and understood. As an innovation company at our core, we believe a diversity workforce brings better insights, solutions and products and serves as the backbone to bettering our company. Join with us as we add to our team of exceptional individuals who will help us take over the world — one mattress at a time.

Compensation

The compensation target for this role is: $136,000 - $160,000

Job Summary

The Commercial Activation Director transforms strategy into execution by activating Purple's commercial operating system across the marketplace. By connecting Innovation, Marketing, Revenue Operations, and Sales, this role ensures every innovation is supported by compelling proof, every commercial message is retailer-ready, every retailer has the tools to strengthen consumer belief, and every commercial initiative contributes to creating retailer champions and profitable retailer growth.

Job Description

Position Purpose

The Commercial Activation Director is responsible for transforming Purple's commercial strategy into field execution by serving as the bridge between Innovation, Marketing, Revenue Operations, Sales Enablement, and Wholesale Sales.

This role ensures that every innovation, consumer insight, competitive advantage, and marketing initiative is translated into commercially executable selling stories, tools, and proof that enable the sales organization to build belief, strengthen retailer partnerships, and accelerate profitable retailer growth.

The Commercial Activation Director owns the activation of Purple's Belief Framework, ensuring our commercial organization consistently communicates why Purple wins and why retailers should champion the Purple brand.

Primary Responsibilities

Commercial Strategy Activation

Transform Innovation and Marketing initiatives into commercially executable programs that enable the sales organization to confidently communicate Purple's value proposition to retailers.

Develop commercialization plans that connect product innovation, consumer demand, retailer opportunity, and sales execution into one cohesive selling strategy.

Enterprise Belief System

Own the activation of Purple's Belief Framework across the commercial organization.

Build and maintain the enterprise Belief System by collecting, organizing, and translating commercial proof into sales-ready resources that create confidence throughout the retailer journey.

Coordinate and manage:

• Consumer Proof Packs
• GelFlex Grid Proof Packs
• Competitive Proof
• Product Launch Messaging
• Retail Selling Stories
• Commercial Battlecards

Ensure every commercial asset strengthens belief in GelFlex Grid and supports consistent messaging across all customer-facing teams.

Sales Activation

Provide the sales organization with the commercial tools, messaging, training, and proof required to confidently sell Purple's innovations.

Equip Account Managers, Directors, and field teams with:

• Commercial selling stories
• Retail presentations
• Product positioning
• Competitive messaging
• Product launch materials
• Proof Packs
• Sales playbooks

Success is measured by field adoption, sales confidence, and retailer engagement.

Retail Marketing Activation

Partner directly with retailer marketing organizations to help retailers invest in the Purple brand and strengthen consumer belief in GelFlex Grid.

Collaborate with Purple Marketing and retailer marketing teams to develop joint marketing initiatives, promotional campaigns, merchandising strategies, digital assets, and launch programs that consistently reinforce Purple's commercial strategy.

Provide retailers with the consumer insights, proof, creative assets, and commercial rationale needed to confidently invest in Purple and activate the brand within their own organizations.

The objective is not simply to support retailer marketing—it is to help retailers become active champions of the Purple brand.

Cross-Functional Commercial Leadership

Serve as the commercial connector across:

• Innovation
• Marketing
• Revenue Operations
• Sales Enablement
• Wholesale Sales

Ensure commercial messaging remains consistent from product development through retailer execution.

Coordinate commercialization timelines, launch readiness, and activation plans that align every function around one commercial strategy.

Success Measures

Success will be measured by the organization's ability to consistently activate Purple's commercial strategy, including:

• Speed and effectiveness of product commercialization
• Adoption of Proof Packs and commercial activation tools
• Sales readiness for product launches
• Retailer marketing participation
• Commercial messaging consistency
• Sales confidence in innovation storytelling
• Retailer engagement and advocacy
• Growth in retailer champions
• Increased consumer belief in GelFlex Grid

The Questions This Role Owns

The Commercial Activation Director ensures every commercial initiative answers five critical questions:

• Will this strengthen belief in GelFlex Grid?
• Can our sales team confidently communicate this value to retailers?
• Does the field have the proof needed to tell this story?
• How do we help our retailers tell the Purple story better than we can tell it ourselves?
• Will this create another retailer champion?

BENEFITS AND PERKS

• Medical, Dental, Vision

• 401(k) Match

• Flexible PTO

• Earn a Mattress

• Purple Swag

• Amazing Purple Products

WHY WORK AT PURPLE?

• Make your mark: We value innovative thinking. At Purple, you will be empowered to bring your ideas to life as we work together to improve people’s lives through comfort.

• Gain unique experience: Be a part of one of the fastest growing companies in Utah! The contributions you make will matter at Purple as the company continues to grow with you.

• Awesome culture: Join the tight-knit team at Purple and you can enjoy working alongside industry experts, making close friends, and annual employee appreciation events.

Purple provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. 

This policy applies to all terms and conditions of employment.

It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.