Director Sales

About The Opportunity:

Are you looking for independance and having a strategic impact on the growth of a leading Canadian manufacturer and distributor of water analysis and monitoring instrumentation equipment serving various industrial markets. The company manufactures proprietary analytical products which it sells internationally while also representing leading testing products in Canada.

As part of a business development strategy in addition to planned ownership and management transition over the next five years there is an immediate need to hire a Senior Level Sales Director to join the senior leadership team and help guide the company through its next phase of growth and evolution.

This role combines strategic leadership with hands-on sales execution in a highly technical and relationship-driven business environment.

Position Summary

The selected candidate will lead all sales-related activities across manufacturing and distribution operations. This executive will be responsible for developing and implementing a scalable sales strategy, strengthening customer and partner relationships, improving sales processes, and supporting the long-term transition of the existing leadership team.

The successful candidate must be comfortable operating in a small-company environment where leadership, strategic thinking, technical credibility, and direct customer engagement are equally important.

This role requires extensive in-person customer interaction and travel throughout Canada, with additional engagement in the United States, Latin America, and selected international markets.

Why This Opportunity is Different

Being a specialized Canadian manufacturer and distributor of process analytical instrumentation with a team of approximately 12 employees.

Unlike larger multinational organizations, this role offers the opportunity to directly influence company strategy, shape the future sales organization, participate in leadership succession planning, and contribute meaningfully to the long-term direction of the business.

The successful candidate will enjoy a high degree of autonomy and visibility, while playing a central role in the company's growth and ownership transition over the coming years.

Key Responsibilities

Sales Leadership & Strategy

• Provide overall leadership for the sales function acrossmanufacturing and distribution businesses
• Develop and execute sales strategies aligned with company growth objectives
• Establish rigorous sales management processes including:
• • pipeline management
  • forecasting
  • CRM discipline
  • KPI reporting
  • pricing governance
  • territory planning
• Participate as a member of the senior management team in strategic planning and ownership transition initiatives

Team Leadership

• Lead and support inside sales personnel, including senior employees and existing shareholders
• Foster accountability, collaboration, and succession planning within the sales organization
• Build organizational structure and future hiring plans as growth requires

Geographic Expansion & Market Development

• Develop and implement a Western Canada sales strategy, including evaluation of:
• • regional office requirements
  • optimal location
  • product focus
  • staffing and customer coverage models
• Determine and implement appropriate sales models for branded products:
• • direct sales vs manufacturer representatives
  • regional market strategies in particular across Canada, U.S. and Latin America

Distribution & Channel Management

• Manage the distribution relationship, including:
• • commercial negotiations
  • discount structures
  • marketing coordination
  • inventory and delivery issue resolution
• Manage and strengthen relationships with existing manufacturer representatives and channel partners

Service Business Growth

• Develop and grow recurring service revenue streams, including:
• • maintenance contracts
  • commissioning/start-up services
  • calibration and support programs
• Improve service attachment rates and customer retention

Leadership Transition Support

• Support the gradual transition of existing management team members into retirement over a multi-year period
• Preserve key customer and partner relationships during leadership succession
• Contribute to long-term organizational continuity and leadership development

Qualifications & Experience

Required

• 10+ years of progressive B2B technical sales leadership experience
• Experience in industrial instrumentation, process analytics, water/wastewater, automation, or related technical industries
• Demonstrated success leading sales in small or mid-sized companies
• Experience managing channel partners, distributors, or manufacturer representative networks
• Strong strategic planning and execution skills
• Willingness and ability to travel extensively (up to 50%)
• Excellent interpersonal, communication, and leadership skills

Working Environment

• Hybrid work structure dictated by business priorities
• Significant travel across Canada and internationally
• Potential future establishment of a Western Canada office
• Company vehicle or vehicle allowance provided
• High degree of autonomy

Ideal Candidate Profile

The ideal candidate is:

• entrepreneurial and hands-on
• comfortable working in a small, highly collaborative organization
• capable of balancing strategic leadership with direct customer engagement
• technically credible with industrial customers
• relationship-oriented and politically mature
• excited by the opportunity to help shape the future leadership and growth of the company

Key words: Sales Manager, VP Sales, Key Account Manager, Sales Engineer, Mining, Packaging, Energy, Refining