Director of Customer Service

ABOUT PRIMARY ARMS

Headquartered in Houston, Texas, Primary Arms is a vertically integrated company built around three core business units: optics manufacturing, e-commerce and wholesale distribution, and direct government sales.

We design, engineer, and manufacture Primary Arms Optics through a multinational supply chain that combines global OEM partnerships with U.S.-based production. Our e-commerce and wholesale divisions serve consumers and dealers nationwide with a wide selection of leading brands, including firearms and tactical equipment. Our government division supplies law enforcement and other agencies through dedicated inside and field sales teams.

Across all business units, we are driven by a commitment to innovation, customer service, and operational excellence.

POSITION OVERVIEW
The Director of Customer Service is responsible for scaling and optimizing the end-to-end customer service function, and delivering frictionless experiences across digital and in-person channels. The ideal candidate will possess deep expertise in operational excellence, digital service transformation, workforce optimization, and KPI-driven performance management—ideally within high-growth or omnichannel retail environments. Additionally, the Director develops and encourages a culture of high customer service through ongoing training, performance metrics and staff development.

As part of the leadership team, the Director models and cultivates culture, values, and behaviors. The Director will bridge business, operational, and technical functions—driving end-to-end customer satisfaction while optimizing service delivery through modern technology, workforce intelligence, and data-driven decision making.

MINIMUM QUALIFICATIONS
Great candidates for the position of Director of Customer Service will meet the following qualifications:
• 10+ years of experience in Retail, Consumer Goods or direct-to-consumer industries.
• 5+ years of experience in a Management or Leadership role.
• 5+ years of hands-on experience selecting, deploying, and managing CRM, helpdesk, contact center, or chatbot platforms.
• A bachelor’s degree in business administration or related field(s) and/or combined experience/education as substitute for minimum education.
• Excellent organizational & analytical skills, able to manage multiple projects.

PREFERRED QUALIFICATIONS
Exceptional candidates for the position of Director of Customer Service will also bring the following qualifications or more, in addition to the Minimum Qualifications:
• Graduate degree(s) in Business Administration, Management, or a related field.
• Background in firearms retail or 2A-related industries strongly preferred.
• Technical certifications or expertise with Salesforce, Zendesk Admin, AWS Connect, or similar platforms.
• NetSuite experience is highly preferred and will be a key advantage.
• Strong analytical & research capabilities, including establishing metrics, forecasting, budgeting, and resource planning.
• Demonstrated experience effectively interfacing with senior executive leadership.

SCOPE OF THE ROLE

Customer Experience Strategy & Leadership

• Serve as the senior leader responsible for defining and delivering an exceptional end-to-end customer experience across all support channels and in-person retail.
• Champion a customer-first mindset across the organization, ensuring that customer insights are systematically gathered, analyzed, and acted upon to enhance satisfaction, loyalty, and retention.
• Own the Voice-of-the-Customer (VoC) program by designing closed-loop feedback mechanisms and partnering with cross-functional teams to address root causes of friction.
• Partner cross-functionally with Ecommerce, Merchandising, Operations, Marketing, Compliance, and IT to ensure that policies, processes, and customer touchpoints are frictionless, consistent, and aligned with brand expectations.

Operational Excellence & Technology Enablement

• Oversee day-to-day operations of the support team, maintaining high performance in service quality, speed, and consistency across all customer touchpoints.
• Leverage & optimize modern customer service technologies—such as CRM systems, contact center platforms, and chat tools—to streamline workflows, enhance agent productivity, and improve the customer experience.
• Establish and maintain performance standards, including developing tools to monitor SLAs, CSAT, NPS, first-contact resolution, and other key metrics.
• Continuously improve workflows, policies, and team structures to align with seasonal demand, product cycles, and company growth targets.
• Define the long-term vision for customer service technology infrastructure, including platform selection, implementation, and lifecycle management.

Team Leadership & Culture Building

• Recruit, develop, and lead a high-performing team of managers, supervisors, and frontline agents; establish clear goals and create career growth opportunities within the organization.
• Build a culture of accountability, empathy, and customer advocacy by modeling behavior, coaching leaders, and reinforcing company values.
• Design and deliver structured onboarding, coaching, QA, and performance management programs to maintain excellence and consistency in service delivery.

Business Impact & Change Management

• Drive long-term planning for customer service capabilities in alignment with corporate strategy, including headcount, budget, resource planning, and operational scale.
• Serve as a change agent for continuous improvement initiatives, balancing cost-effectiveness with service quality and customer experience.
• Identify opportunities to automate routine inquiries and support workflows using technologies like self-service portals, knowledge bases, AI-powered chatbots, and proactive messaging.
• Monitor customer service trends, industry benchmarks, and competitive insights to identify opportunities for innovation and differentiation.