Duties

- 1. Sales Strategy and Revenue Growth

- Develop and execute client's annual and multi-year sales strategy aligned with the company's financial plan and manufacturing capacity.

- Establish sales objectives by market, customer, technology, geography, and strategic account.

- Build a diversified chance pipeline across Aerospace, Defence, Medical Devices, Energy/Power Generation, and selected industrial markets.

- Prioritize opportunities that can transition from prototype and First-of-a-Kind development into recurring serial production.

- Develop account-specific growth plans for major customers and increase sales within existing strategic accounts.

- Maintain a balanced portfolio of near-term revenue opportunities and longer-cycle strategic programs.

- Participate in annual strategic planning, budgeting, capacity planning, and capital investment discussions.

- Business Development

- Identify and develop new customers throughout Canada, the United States, and selected international markets.

- Target OEMs, Tier 1 suppliers, government organizations, defence contractors, medical device manufacturers, turbine manufacturers, energy companies, and other strategic organizations.

- Build relationships with customer stakeholders in Engineering, Supply Chain, Procurement, Manufacturing, Program Management, R&D;, and Executive Management.

- Identify opportunities where additive manufacturing, advanced machining, DfAM, material/process development, or integrated manufacturing can create measurable customer value.

- Develop strategic partnerships with complementary manufacturers, technology companies, engineering firms, OEMs, universities, government organizations, and industry associations.

- Monitor customer product and technology roadmaps to position clients early in new development programs.

- Strategic Account Management

- Serve as a senior commercial contact for major clients customers.

- Develop formal account plans for strategic customers, including revenue objectives, active programs, decision makers, risks, and next actions.

- Understand each strategic customer's business objectives, product roadmap, qualification requirements, expected production volumes, procurement strategy, and competitive environment.

- Coordinate customer visits, technical reviews, executive meetings, and business reviews where appropriate.

- Monitor customer satisfaction and coordinate resolution of significant commercial, technical, quality, or delivery concerns with the appropriate internal teams.

- Sales Pipeline, CRM and Forecasting

- Maintain disciplined CRM records for accounts, contacts, activities, RFQs, quotations, opportunities, probabilities, next actions, and expected close dates.

- Establish and enforce clearly defined sales stages from lead generation through production award.

- Maintain monthly, quarterly, and annual sales forecasts, including probability-weighted opportunity values and expected production ramp-up.

- Track new leads, qualified opportunities, RFQs, quotations, prototype programs, qualification programs, production opportunities, and won/lost business.

- Identify stalled opportunities, revenue gaps, and forecast risks early and develop corrective actions.

- Provide Senior Management with clear, timely commercial reporting and forward-looking visibility.

- Quotation and Commercial Management

- Work with Engineering, Operations, Quality, and Finance to develop competitive and profitable customer quotations.

- Ensure quotations appropriately account for engineering, material, machine time, labour, inspection, post-processing, outside services, shipping, NRE, capital requirements, risk, and margin expectations.

- Lead pricing strategy and commercial negotiations for strategic programs and long-term supply opportunities.

- Support review and negotiation of RFQs, NDAs, LOIs, commercial terms, development agreements, and customer contracts in coordination with Senior Management and legal advisors as required.

- Structure commercial arrangements for programs requiring significant NRE, qualification, tooling, validation, inventory, or capital investment.





- Protect client's margins and ensure sales activity supports profitable growth rather than revenue growth alone.

- Technical and Consultative Selling

- Develop a strong working understanding of client's metal LPBF, polymer AM, CNC machining, engineering, inspection, and post-processing capabilities.

- Communicate effectively with engineers and technical decision makers regarding manufacturing feasibility, qualification pathways, and production readiness.

- Work with clients engineers to evaluate customer components and identify suitable applications for additive manufacturing and advanced manufacturing.

- Communicate the business case for additive manufacturing, including part consolidation, weight reduction, thermal performance, supply-chain simplification, obsolescence management, rapid development, and reduced assembly requirements.

- Ensure technical commitments made during the sales process are reviewed by the appropriate Engineering, Quality, or Operations personnel before being communicated as firm commitments.

- Marketing Leadership

- Develop and execute clients's annual marketing plan in direct support of the company's commercial strategy and target markets.

- Maintain consistent corporate positioning, brand standards, and market messaging.

- Oversee development of website content, technical case studies, capability brochures, customer presentations, videos, social media content, press releases, technical articles, conference presentations, and trade-show materials.

- Position clients as a leader in Advanced Digital Manufacturing® and advanced manufacturing technologies.

- Convert successful projects into approved case studies and commercial proof points where customer confidentiality permits.

- Measure marketing effectiveness based on qualified opportunities, customer engagement, pipeline contribution, and return on investment rather than activity alone.

- Trade Shows, Conferences and Industry Development

- Establish an annual trade-show and conference strategy based on target customers, target markets, and expected commercial return.

- Coordinate company participation, including exhibits, speaking opportunities, sponsorships, customer meetings, and technical presentations.

- Set specific customer-meeting and lead-generation goals before each event and ensure post-event leads are entered into the CRM and followed up promptly.

- Develop relationships with relevant industry associations and organizations that strengthen clients 's market visibility and business development reach.

- Market Intelligence and Strategic Input

- Monitor developments in additive manufacturing, Aerospace, Defence, Medical Devices, Energy, gas turbines, advanced materials, clients machining, and adjacent technologies.

- Track competitors, equipment providers, market pricing, industry investments, emerging materials, and evolving customer needs.

- Identify new markets where clients 's certifications, manufacturing capabilities, engineering depth, and technical expertise provide a competitive advantage.

- Provide Senior Management with commercial input regarding equipment investments, new technologies, new materials, partnerships, acquisitions, and geographic expansion.

- Sales Team Leadership

- Lead, coach, and develop sales and marketing personnel and establish clear individual objectives and activity expectations.

- Conduct regular pipeline, account, forecast, and business-development reviews.

- Establish accountability for accounts, opportunities, territories, and industry sectors.

- Mentor team members in technical selling, prospecting, account management, negotiation, and customer communication.

- Support recruitment and onboarding of future sales and marketing personnel as the organization grows.

- Develop scalable sales processes capable of supporting continued revenue growth and a larger recurring production base.

- Cross-Functional Leadership





- Partner with Engineering on technical feasibility, DfAM, NRE, prototype development, and process qualification.

- Partner with Operations on capacity, lead times, manufacturing strategy, scheduling, and production readiness.

- Partner with Quality on customer requirements, qualification programs, regulatory requirements, inspection, and quality planning.

- Partner with Finance on pricing, contribution margin, forecasting, customer credit, capital requirements, and profitability analysis.

- Partner with Senior Management on strategic priorities, major customer negotiations, partnerships, capital investments, and long-term business planning.

- Ensure the commercial organization does not make commitments regarding price, delivery, quality, technical performance, or capacity without appropriate internal review.

- Quality, Regulatory and Information-Control Awareness

- Maintain a working understanding of client's quality systems and certifications, including ISO 9001, AS9100, ISO 13485, Controlled Goods, and other customer-specific requirements relevant to the role.

- Ensure customer information, intellectual property, controlled technical information, and confidential information are handled in accordance with clients policies and applicable requirements.

- Support a culture in which commercial urgency is balanced with quality, security, compliance, and disciplined change control.

Join us as we drive innovation forward! This role offers an exciting opportunity for a motivated leader eager to make a significant impact through strategic vision, collaborative teamwork, and relentless pursuit of excellence in sales and marketing endeavors.

Key Performance Indicators

Performance will be evaluated using a balanced scorecard that emphasizes profitable growth, quality of pipeline, conversion to production, forecast discipline, strategic-account development, and commercial execution.

Financial

Revenue growth; new orders booked; contribution/gross margin; recurring production revenue; revenue from new customers and strategic accounts; sales versus budget.

Pipeline

Qualified pipeline value; pipeline coverage; probability-weighted forecast; RFQs; quotations; quote-to-order conversion; average opportunity value; sales-cycle duration.

Customer

New strategic accounts; growth within existing accounts; customer retention; production programs secured; prototype-to-production conversion.

Marketing

Qualified leads; trade-show ROI; website-generated opportunities; campaign effectiveness; approved case studies and technical content; industry visibility.

Management

Forecast accuracy; CRM data quality; account-plan completion; team performance; timely reporting; action follow-through.

QualificationsRequired

- University degree or college diploma in Business, Engineering, Manufacturing, Marketing, or a related discipline.

- Significant experience in B2B technical sales, business development, or commercial leadership.

- Demonstrated success selling complex engineered products, technology, or manufacturing services.

- Experience developing and managing strategic customer relationships and substantial sales pipelines.

- Solid commercial judgement, financial literacy, negotiation capability, and contract awareness.

- Experience with CRM systems, structured sales processes, forecasting, and executive reporting.

- Strong presentation, written communication, interpersonal, and executive-level relationship skills.

- Ability to communicate effectively with both senior executives and technical engineering personnel.

- Ability and willingness to travel regularly.

Preferred Industry Experience

Experience in one or more of the following sectors is strongly preferred: additive manufacturing, aerospace, defence, medical devices, energy/power generation, gas turbines, clients machining, advanced materials, or industrial manufacturing.

Additional assets include an engineering or technical manufacturing background, experience selling to large OEM or Tier 1 organizations, experience with government or defence procurement, familiarity with AS9100 and/or ISO 13485 environments, and experience converting prototype programs into serial production.

📌 Director of Sales and Marketing (Winnipeg)
🏢 W3Global
📍 Winnipeg