The position reports to the VP, Sales & Marketing.

The Sales & Business Development Manager is responsible for driving revenue growth through active pipeline development, disciplined sales execution, and robust team leadership. This role leads the company's sales and marketing efforts, develops strategic growth plans, manages sales activities, and fosters strong relationships with customers, dealers, and internal teams. The position owns lead generation, sales process execution, sales team performance, and customer engagement while aligning closely with operations to ensure sustainable and profitable growth.

DUTIES AND RESPONSIBILITIES

Own and execute the company's internal and external sales process, ensuring consistency, accountability, and results.

Develop and implement strategic sales plans aligned with company revenue and growth objectives.

Generate new business through active prospecting, market expansion, and development of new channels, dealers, and key accounts.

Build, maintain, and actively manage a healthy sales pipeline, including tracking lead volume, conversion rates, and sales cycle timelines.

Achieve monthly, quarterly, and annual revenue targets while maintaining gross margin expectations.

Oversee sales forecasting activities, CRM usage, data integrity, reporting discipline, and forecast accuracy.

Conduct regular pipeline reviews, forecast meetings, and performance check-ins with the sales team.

Establish sales territories, quotas, goals, and performance expectations while directing channel development activities.

Manage staffing, onboarding, training, coaching, mentoring, and performance management of sales personnel.





Hold team members accountable to KPIs and proactively address performance gaps.

Personally support and close key deals, including participation in negotiations, customer presentations, and major customer interactions.

Act as the voice of the customer to support product development and evolution, ensuring alignment with market needs, operational capabilities, and customer requirements through hands-on field engagement.

Maintain a strong field presence through customer visits, ride-alongs, dealer engagement, and industry participation.

Collaborate with operations, production, engineering, and leadership teams to ensure sales commitments align with organizational capacity and delivery capabilities.

Develop and execute sales, marketing, and advertising strategies to support lead generation, market penetration, and brand awareness.

Monitor market trends, competitor activity, customer needs, and industry developments to identify opportunities and risks.

Analyze sales data and performance metrics to drive decision-making, policy development, profitability, and continuous improvement.

Support dealers and partners in driving sales growth and maintaining strong relationships.

Represent the company at trade shows, industry events, customer meetings, and networking opportunities.





Oversee sales budgets, pricing strategies, and discounting decisions to balance growth and profitability.

Prepare periodic sales reports and recommend strategies for market expansion and customer acquisition.

Promote a culture of safety, accountability, and continuous improvement.

Revenue growth versus target

New customer acquisition and market expansion

Pipeline value, health, and conversion rates

Sales cycle length and forecast accuracy

Customer retention and repeat business

Sales team performance and engagement

REQUIRED QUALIFICATIONS

Exceptional interpersonal skills, including relationship-building, negotiation, and communication at all organizational levels.

Management and Leadership experience

Previous Truck Equipment Manufacturing or Distribution experience.

Bachelor's degree or equivalent, with five years of sales management experience.

Financial acumen and ability to analyze sales metrics to drive profitability and market penetration.

Proficiency in Microsoft Office (Excel and PowerPoint) and business operating systems.

Valid driver's license with a good driving record.

Ability to work independently and as part of a team to achieve goals

COMPETENCIES & SKILLS

Bachelor's degree in Business, Sales, Marketing, or a related field.

Experience in inside and outside sales management.

Familiarity with manufacturing environments producing custom-engineered products.

Strong leadership, coaching, and team development skills.

Experience using CRM systems, sales forecasting tools, and performance metrics.

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📌 Sales and Business Development Manager (Edmonton)
🏢 Western Truck Body ULC
📍 Edmonton