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 across manufacturing 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
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