Sales Director

The Sales Director – North America is responsible for leading the overall commercial strategy, sales execution, and business development activities across the United States and Canada. This is a senior, customer-facing leadership role accountable for revenue growth, market expansion, channel development, and strategic account management across the region.

The role owns both strategic direction and operational execution for North America, ensuring alignment with global business objectives while adapting to regional market dynamics. The Sales Director drives new customer acquisition, strengthens existing relationships, and expands market share through direct sales, distribution partnerships, OEM relationships, and solution-based selling.

Develop and execute the North America commercial strategy aligned with regional and global business objectives.

Own revenue targets, profitability goals, and market share growth across the United States and Canada.

Lead short- and mid-term strategic planning (1–3 years) including market penetration, customer acquisition, and expansion initiatives.

Identify and prioritize key end-user segments, vertical markets, and growth opportunities.

Partner with executive leadership to align commercial priorities with operational capabilities and product strategies.

Drive new business acquisition through direct engagement, strategic partnerships, and distribution channels.

Serve as executive sponsor and primary relationship owner for highly visible, strategic, and national accounts.

Identify large and complex bid opportunities; lead negotiation strategy and commercial positioning.

Oversee proposal development, pricing strategy, value positioning, and contract negotiations.

Build and maintain a strong regional pipeline and ensure accurate forecasting of sales opportunities.

Develop growth strategies for key markets including industrial, commercial, marine, OEM, and special hazard fire protection applications.

Develop and expand distribution networks and channel partnerships throughout North America.

Lead territory planning, channel strategy, and partner performance management.

Strengthen relationships with distributors, system integrators, consultants, EPC firms, and key industry influencers.

Ensure channel alignment with company strategy, brand standards, and compliance requirements.

Evaluate channel effectiveness and implement initiatives to improve market coverage and commercial performance.

Build long-term strategic relationships with key customers, consultants, and industry stakeholders.

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

Provide regular market intelligence including competitor activity, pricing trends, customer feedback, and emerging technologies.

Deliver commercial insights to leadership to influence product development, innovation, and go-to-market strategies.

Promote customer-centric selling strategies focused on value creation and long-term partnerships.

Lead, coach, and develop the North America sales team to achieve performance targets and growth objectives.

Establish clear KPIs, accountability structures, and performance management processes.

Foster a high-performance, customer-focused sales culture centered on collaboration, accountability, and continuous improvement.

Influence and collaborate cross-functionally with operations, engineering, finance, marketing, product management, and customer service teams.

Support talent development, succession planning, and organizational capability building within the commercial organization.

Ensure disciplined CRM utilization, reporting accuracy, and forecasting consistency.

Monitor sales performance metrics and implement corrective actions where required.

Maintain compliance with contractual, legal, regulatory, and corporate governance requirements.

Drive continuous improvement in sales processes, commercial effectiveness, and customer engagement practices.

Support pricing governance, margin management, and commercial risk mitigation initiatives.

Strategic Thinking

Commercial Acumen

Executive Presence

Negotiation & Influence

Market Expansion & Growth Leadership

Channel Development & Partner Management

Customer-Centric Leadership

Forecasting & Pipeline Management

Cross-Functional Collaboration

Team Leadership & Talent Development

Business Development Strategy

Results Orientation