Natalie Wehr
Indianapolis,IN
Summary
Strategic sales leader with extensive experience driving revenue growth in the architecture, design, and furniture sectors. Successfully led domestic and international sales teams, developed new markets, and managed complex territories across multiple regions. Combines design expertise with strong commercial acumen and relationship management.
Overview
28
28
years of professional experience
Work History
Regional Manager, Sales
MAHARAM / KNOLL TEXTILES / EDELMAN
01.2017 - 01.2026
- Led domestic and international sales teams representing Maharam, Knoll Textiles, and Edelman Leather across key U.S., APAC, and Middle East markets. Directed territory strategy, revenue growth, market development, team performance, and strategic client relationships while partnering cross-functionally to support sales execution and expansion.
- Led sales representatives across APAC and the Middle East, including direct representatives in Japan, China, Hong Kong, Singapore, and Dubai and agent relationships in South Korea, Hong Kong, and other key markets. Supported A&D firms, end users, dealers, and furniture-industry partners throughout APAC and GCC countries.
- Drove consistent year-over-year sales increases while leading teams to meet and exceed established sales goals.
- Expanded market representation from a single brand to three brands—Maharam, Knoll Textiles, and Edelman Leather—across multiple international territories following acquisitions
- Led a complex dual-brand agent-to-direct sales transition in Dubai, unwinding separate legacy agent relationships for Maharam and Edelman Leather while directing the market introduction of Knoll Textiles.
- Managed a new Dubai direct-sales structure by hiring and training a locally based representative, consolidating account and project information, facilitating the move from an agent showroom to a company-operated showroom, and developing the strategy to rebuild the market.
- Coordinated the transition of Knoll Textiles in Japan from an agent-based model to direct sales, working with local and parent-company HR and Finance teams as well as A&D, end-user, and furniture-industry partners.
- Identified systemic operational limitations affecting international sales and coordinated process improvements across multiple internal teams to improve execution and support market growth.
- Project-managed a stocked-product program for intercompany use within a free-trade-zone warehouse in China, balancing operational feasibility with market requirements and adjusting SKUs and inventory quantities in response to demand in coordination with a cross-functional team.
- Managed domestic sales regions including Nashville, Memphis, Atlanta, St. Louis, and Kansas City while concurrently maintaining limited sales responsibility for central Indiana.
- Directed category-level goal setting, revenue projections, territory strategy, travel and expense oversight, product support, and resolution of complex order and client issues.
- Led hiring, onboarding, performance support, field coaching, and territory development while traveling with sales representatives to strengthen client relationships and sales effectiveness.
Concurrent Responsibility
Furniture Manufacturer Sales, Indiana
01.2011 - 01.2026
- Managed strategic sales relationships with nine Indiana-based furniture manufacturers representing approximately $8M in annual sales volume. Developed customized textile programs based on inventory, lead time, pricing, specification requirements, and individual manufacturer needs while serving as a key liaison between clients, field sales, and internal teams.
- Developed and implemented strategic textile programs with furniture-industry partners that, in many cases, accounted for 60%+ of the revenue generated within individual partner accounts.
- Expanded industry partnerships beyond traditional furniture manufacturers into panel-manufacturer accounts, broadening opportunities for product specification and revenue growth.
- Established contract parameters and coordinated with design, media/communications, quality assurance, merchandising, sample production, resource management, finance, and warehouse teams to ensure program feasibility and successful execution.
- Drove specification of Maharam, Knoll Textiles, and Edelman Leather products within furniture manufacturer showrooms and brochures, enhancing brand visibility with A&D firms and end-user clients.
- Liaised with manufacturers and field sales teams on program updates, approvals, grading requirements, order issues, and specification credit.
- Provided daily oversight of complex client projects involving timelines, dye lots, shipping requirements, and appropriate allocation of sales credit to specifiers.
- Integrated Knoll Textiles and Edelman Leather into the regional manufacturer strategy following Maharam's 2021 acquisition of both brands.
Concurrent Responsibility
Sales Trainer
01.2016 - 01.2026
- Co-led global onboarding and development programs for newly hired sales representatives, combining comprehensive product education with sales, territory management, systems, and client-development training across three brands.
- Co-led a two-part training program for incoming global sales representatives consisting of a two-day product-intensive program and a comprehensive week-long onboarding experience.
- Revised training manuals, developed agendas, and curated product groupings for three brands across 15+ product categories to enhance training effectiveness.
- Coordinated logistics for product-focused programs and centralized onboarding across multiple cities, ensuring seamless training delivery in New York City.
- Delivered ongoing education and product updates to field sales teams through virtual training sessions.
- Traveled with new sales representatives nationwide to model client presentations and train on ERP and CRM utilization, territory management, and relationship-development practices.
Sales Representative
01.2011 - 01.2021
- Managed sales throughout Indiana, serving A&D firms, furniture dealerships, end-user accounts, and furniture manufacturers. Developed strong relationships throughout the design and contract-furniture communities while establishing sales performance and industry expertise that led to promotion into regional leadership.
- Consistently exceeded established sales goals and earned a Silver Sales Award for sales performance.
- Built strong manufacturer, dealer, and specifier relationships that supported sustained territory growth and subsequent promotion to Regional Manager.
- Leveraged prior interior design experience to understand the specification process, strengthen relationships with A&D professionals, and position products effectively within client projects.
Sales Representative
MDC Wallcovering
01.2008 - 01.2011
- Managed central Indiana territory for commercial wallcovering sales to A&D community, painting contractors, and end-user organizations. Developed and nurtured accounts, enhancing expertise in specification-driven sales and client relationship management.
Contract Interior Designer
DESIGNPLAN
01.1998 - 01.2008
- Practiced as Contract Interior Designer for 10 years, developing expertise in product specification, materials, project requirements, and A&D client perspective to deliver tailored design solutions. Leveraged specifier-side experience to successfully transition into sales, enhancing collaboration with designers, manufacturers, dealers, and end users.
Education
BS - CIDA-Accredited Program
Indiana University
Bloomington01-1995
Skills
- International and domestic sales management
- Contract sales and territory strategy
- Sales training and onboarding
- Market development and channel management
- Strategic account management
- Sales team development
- Cross-functional coordination
- Revenue forecasting
- Customer relationship management
Timeline
Regional Manager, Sales
MAHARAM / KNOLL TEXTILES / EDELMAN
01.2017 - 01.2026
Concurrent Responsibility
Sales Trainer
01.2016 - 01.2026
Concurrent Responsibility
Furniture Manufacturer Sales, Indiana
01.2011 - 01.2026
Sales Representative
01.2011 - 01.2021
Sales Representative
MDC Wallcovering
01.2008 - 01.2011
Contract Interior Designer
DESIGNPLAN
01.1998 - 01.2008
BS - CIDA-Accredited Program
Indiana University