Sales and Applications Director

Wauseon Machine, a leader in custom robotic automation and tube end forming equipment, is seeking a Sales and Applications Director to lead both our Sales and Applications Engineering teams. We are seeking a seasoned sales and applications leader with a strong track record in the custom automation integration space. This individual will bring a strategic mindset, operational discipline, and the leadership presence required. We are looking for a proven leader with strong technical expertise, strategic vision, and a track record of fostering team development. This role will oversee the Applications Engineering team, oversee the Automation Division Sales Team, manage key performance indicators (KPIs), drive process improvements, and represent the department on the leadership team.

• Experience:

o Leading an Automation Sales and Applications Engineering teams and, which includes resource planning, KPIs, corporate/technology initiatives, department goals, and project budgets, while mentoring and coaching team members from project kickoff through final customer acceptance.

o Developing and managing Individual Development Plans (IDPs) for team members, fostering professional growth, problem-solving, and high retention rates.

o Collaborating with sales, automation engineering, and operations to ensure proposals meet customer specifications, project budgets, and strategic business objectives.

o Working closely with technical partners to develop innovative and cost-effective automation solutions tailored to customer needs.

o Establishing annual sales plans by forecasting and developing annual sales quotas for the sales team members and projecting expected sales volume and profit for new markets and opportunities (deals).

o Ensuring the CRM (HubSpot) is managed and maintained and meets the sales operational requirements by reviewing regularly with sales team members and following up on work results.

• Sales Leadership Experience: Minimum of 10 years' experience driving profitable, sustainable growth in a custom automation integration environment. Has “been there, done that” credibility with a deep understanding of industrial automation applications, target account strategies, scalable commercial practices, and proven review processes.
• Strategic Sales Planning & Execution: Brings strong strategic insight and the ability to influence and shape the company's future direction. Capable of identifying high-potential markets and applications, aligning sales efforts accordingly.
• Forecast Accuracy & Opportunity Validation: Demonstrated ability to pressure-test key opportunities, verify pipeline health, and ensure forecast reliability. Personally engage where necessary to validate deal progression and improve forecasting discipline.
• Sales Process Optimization: Proven expertise in designing and implementing structured, repeatable sales processes - from demand generation through to booking. Known for instilling a culture of process discipline and continuous improvement.
• Change Leadership: Experienced in leading commercial teams through organizational change and ambiguity. Acts as a transformation catalyst, bringing clarity, energy, and a positive outlook during times of transition.
• Executive Relationship Management: Personally owns and cultivates executive-level relationships with the company's top five target accounts. Trusted advisor status with senior customer stakeholders, enabling long-term strategic partnerships.

• Bachelor's degree in mechanical, electrical, or industrial engineering (or equivalent work experience).

• Minimum of 15 years of experience in applications engineering, custom automation, or related fields, with increasing responsibility, including leading project teams and prior supervisory experience.

• Functional knowledge of custom equipment design, including robotic integration, part feeding systems, conveyance solutions, assembly, material handling, machine tending, and pick/pack/palletizing applications.

• Proven history of leadership and mentoring, resulting in meeting or exceeding individual and team performance goals, objectives, and retention.

• Experience managing managers or senior team members as direct reports.

• Willingness to travel a minimum of 50%.

Desired Soft Skills:

• Exceptional organizational skills and attention to detail.

• Excellent time management and prioritization abilities.

• Strong verbal and written communication skills, with the ability to effectively engage with customers, colleagues, and leadership.

• Ability to work collaboratively across departments while also driving initiatives when required.

• Strategic mindset with a focus on profitability, innovation, and continuous improvement.