Reliance Foundry Co. Ltd. Surrey, British Columbia Hybrid | Reports to the CEO

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 company with a lean team, a strong brand and customers ranging from contractors and landscape architects to municipalities, developers and government facilities. Our sales model combines e-commerce, high-volume inbound opportunities, key-account development and complex specification-driven projects.

The opportunity We are looking for an experienced, hands-on sales leader to own the function and build a consistently high-performing team. Reporting to the CEO, you will lead approximately a dozen sales professionals across inside sales, key accounts, and public-sector and online bid channels.

A central part of your mandate is to develop the team from reactive order takers into proactive, consultative salespeople who build rapport, uncover needs, earn trust and advance opportunities. You will give people room to make good decisions while setting clear standards and holding them accountable.

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 strengthen daily execution while building the coaching, processes and systems needed for sustained growth.

What you will own

Own the annual sales plan, translate company revenue targets into category, team and individual objectives, and manage performance against revenue, order, conversion and activity expectations.





Build the sales culture and coaching system. Use live deals, call reviews, discovery, questioning, follow-up and account planning to help representatives become stronger relationship-based sellers.

Give the team appropriate authority to solve customer problems and advance opportunities, supported by transparent expectations, regular inspection and consistent accountability.

Maintain an accurate rolling forecast and provide the CEO and Senior Leadership Team with a clear, defensible outlook grounded in detailed pipeline information.

Lead hiring, onboarding, development and performance management; establish clear ownership and address gaps in capability, capacity, account coverage and team structure.

Run disciplined pipeline, category and performance reviews, supported by practical playbooks and standards that improve qualification, follow-up, relationship development and conversion.

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 to improve pricing decisions, order flow, shipment visibility, technical responses and customer communication.

Use NetSuite, reporting and AI-assisted sales tools to improve visibility, efficiency and decision-making, while helping the team adopt them effectively.





Represent Reliance at relevant trade shows and exercise sound commercial judgment in an environment affected by tariffs, global supply conditions and changing prices.

What success looks like

Within your first year, you will have:

Built a consistent coaching and performance-management rhythm that produces measurable improvement across the team.

Moved the sales culture toward stronger discovery, rapport building, proactive follow-up and consultative selling while preserving speed and responsiveness.

Created an empowered team with clear decision rights, ownership and accountability for commitments and results.

Strengthened forecast accuracy and visibility into pipeline health, conversion, high-value opportunities and upcoming revenue.

Improved qualification, follow-up and conversion, particularly on strategically important opportunities.

Developed practical playbooks and made clear decisions about hiring, development, performance, account coverage and team structure.

What you bring

Substantial experience leading a multi-person B2B inside-sales team in a high-volume environment.

A demonstrated record of building stronger salespeople, teams, processes and cultures rather than relying on a few top performers.

Strong coaching skills and evidence that you have helped transactional or order-taking 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 willingness to address missed commitments and performance issues directly,

📌 Head of Sales (Surrey)
🏢 Reliance Foundry Co.
📍 Surrey