About the Role
We are seeking a Director of New Machine Sales to lead and scale a high-performing sales organization focused on capital equipment sales within the metal fabrication industry. This is a senior leadership role responsible for driving revenue growth, developing sales strategy, and building a strong, metrics-driven sales culture across North America.
This position oversees sales leaders, individual contributors, and key account teams while working closely with engineering, product, and marketing to align solutions with customer needs and market demand.
What You’ll Be Responsible For
Sales Strategy and Execution
Own and execute the North American sales strategy for new machine sales
Drive revenue growth across key verticals including sheet metal fabrication, automotive, and aerospace
Analyze market trends, customer data, and competitive activity to inform strategy
Sales Leadership
Lead, coach, and develop sales managers, sales leaders, and key account teams
Build a performance-driven culture with clear expectations and accountability
Establish and manage KPIs including pipeline health, close rates, velocity, and productivity
Business Development and Customer Engagement
Identify and develop new business opportunities in metal fabrication and adjacent markets
Build and maintain long-term relationships with strategic customers and internal stakeholders
Represent the company at trade shows, industry events, and technical conferences
Cross-Functional Collaboration
Partner with Engineering, Product Development, and Marketing to align offerings with customer requirements
Support pricing strategy, margin targets, and contract alignment
Oversee teams managing complex, long-cycle capital equipment sales from lead through post-sale support
Operational Excellence
Drive continuous improvement across sales processes and systems
Coordinate with order entry and operations teams to support forecasting and production planning
What We’re Looking For
Required Experience
7+ years of experience in capital equipment sales, including sales leadership
Strong background in metal fabrication equipment or related industrial machinery
Proven ability to lead teams through complex, consultative sales cycles
Skills and Traits
Confident, motivating leader with strong coaching instincts
Highly analytical with experience managing data-driven sales organizations
Customer-focused mindset with strong business acumen
Comfortable operating in a fast-paced, performance-oriented environment
Familiarity with e-business tools, CRM systems, and modern sales processes
Commitment to lean principles and continuous improvement
Education
Bachelor’s degree in Business, Marketing, Engineering, or a related field required
MBA preferred but not required
Travel and Work Environment
Up to 50% travel annually, including customer visits and industry events
Office and manufacturing environment with moderate noise levels