AboutThe 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 representingleading testing products in Canada.

As part of a business development strategy in addition to planned ownership and management transition over the next five yearsthere 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 setting.

Position Summary The selected candidatewill 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 specializedCanadian 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 ofthe company

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

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📌 Director of Sales (Winnipeg)
🏢 HotRun
📍 Winnipeg