About Reliance Foundry

Since 1925, Reliance Foundry has designed and supplied bollards, site furnishings, custom foundry products and perimeter security products, including crash-rated vehicle barriers that protect people and places across North America.

We are a focused B2B product company with an established brand. We design and develop our product portfolio and work with a broad international network of contract manufacturers to build it. Our customers range from contractors and landscape architects to municipalities, universities and government facilities. Our sales model combines e-commerce, high-volume inbound demand, key-account development and complex specification-driven projects.

The chance

We are looking for a sales leader who has built capability, not only managed a target. Reporting directly to the CEO, you will lead approximately a dozen sales professionals across inside sales, key accounts, and public-sector and online bid channels. You will have meaningful room to shape the team, coverage model, sales process and operating rhythm.

The immediate opportunity is to help a responsive and knowledgeable team evolve from primarily quote-and-order support into a more proactive, consultative sales organization. That means stronger discovery, rapport, follow-up, account development and opportunity strategy while preserving the speed and service our customers value.

Our sales cycles range from same-day orders to complex projects that can take months or years to close, and we generate hundreds of quotes each week. You will need to see the whole system while staying close enough to the work to coach effectively and improve execution.

Why Reliance

- An established platform: a century-old brand, a broad North American customer base and a steady flow of inbound opportunities.
- A genuine build mandate: direct access to the CEO and the ability to improve team structure, account coverage, processes, tools and standards.
- Room to create growth: continued investment in product innovation, e-commerce, sales technology and new market opportunities.

What you will own

- Own the sales plan and forecast. Translate company revenue and margin goals into transparent category, team and individual priorities, then manage performance against them.
- Build a stronger sales culture through live coaching, call and opportunity reviews, customer discovery, account planning and consistent follow-through.




- Give people appropriate authority to solve customer problems and advance opportunities, supported by clear expectations and fair, consistent accountability.
- Strengthen the pursuit of high-value opportunities and key accounts while maintaining disciplined execution across the high-volume inbound business.
- Lead hiring, onboarding, development and performance management. Clarify account ownership and address gaps in capability, capacity, coverage and team structure.
- Establish a useful operating rhythm and practical playbooks that improve qualification, pipeline visibility, relationship development, conversion and forecast accuracy.
- Partner with Marketing to improve lead quality, response time, MQL-to-SQL-to-opportunity conversion and e-commerce performance.
- Work with Finance, Operations, Engineering, Product Development and Technology on pricing, margins, availability, technical responses, order flow and customer commitments.
- Use NetSuite, reporting, automation and AI-assisted sales tools to improve visibility, decisions and team productivity.
- Represent Reliance at relevant industry events and apply sound commercial judgment as tariffs, supply conditions and pricing change.

What success looks like

Within your first year, you will have:

- Established a coaching and performance rhythm that produces measurable improvement across the team.
- Moved the sales culture toward stronger discovery, rapport, proactive follow-up and consultative selling while preserving responsiveness.
- Created clear ownership, decision rights and accountability across accounts, opportunities and product categories.
- Improved forecast reliability and visibility into pipeline health, conversion, strategic opportunities and upcoming revenue.
- Built practical playbooks and made clear decisions about development, hiring, performance, account coverage and team structure.

What you bring

- Significant experience leading B2B sales teams in industrial distribution, building products, engineered or technical products, or another relevant environment.
- A record of building stronger salespeople, teams,



processes and cultures, including measurable examples of improving execution and results.
- Strong coaching skills and evidence that you have helped responsive or transactional representatives become proactive, relationship-based sellers.
- A personable and relatable leadership style that earns trust across different personalities and experience levels.
- The judgment to empower people without lowering standards, paired with the attention to detail and willingness to address missed commitments directly, fairly and promptly.
- Experience leading both shorter transactional opportunities and longer technical, project-based or key-account sales cycles.
- Commercial and technical curiosity, including the mechanical aptitude to understand how products work, how they are installed and why an application succeeds or fails. An engineering designation is not required.

Strong assets

- Experience selling to contractors, municipalities, architects, engineers, universities or government organizations.
- Familiarity with e-commerce, digitally generated B2B leads and high-volume inbound sales.
- Experience with specification-driven selling, public-sector bids, NetSuite, sales-process improvement, automation or AI-supported sales tools.

Who will thrive here

You may be leading sales for a technical product company or industrial distributor, running a regional or national sales team, or ready to step from a robust sales leadership role into full ownership of a sales function. What matters most is that you have built people and systems, not simply inherited them.

You are personable and approachable, but you do not avoid difficult conversations. You can move from strategy to a detailed deal review without losing perspective. You give people room to act, follow through when commitments fall short and remain open to feedback yourself.

Location and working arrangements

This position is based at our Surrey, British Columbia office.

Hybrid | Reports to the CEO

Compensation

Base salary: $125,000 to $155,000 per year, with a generous bonus structure. Based on experience and demonstrated capabilities.

Pay: $125,000.00-$155,000.00 per year

Benefits:

- Casual dress
- Company events
- Dental care
- Employee assistance program
- Extended health care
- Flexible schedule
- On-site parking
- Paid time off
- RRSP match
- Vision care

Work Location: Hybrid remote in New Westminster, BC

📌 Director of Sales (New Westminster)
🏢 Reliance Foundry
📍 New Westminster