Director of New Machine Sales

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