Director of Sales

Prodomax Automation Ltd. is currently seeking a DIRECTOR OF SALES to join our team.

Located in Barrie, Ontario, Prodomax is a specialized industrial engineering firm focused on designing complex automation with a blue-chip customer base since 1971. Operating from two facilities totaling 200,000 square feet with 200+ employees; we are ISO 9001:2015 certified.

Job Summary:

Reporting directly to the CEO, the Director of Sales is a strategic leadership role that requires an expert blend of strategic planning, team leadership, and strong technical knowledge of custom automated systems. The Director will ensure the sales team aligns with the company's growth objectives, establishing the necessary processes and strategies to secure mid to large-scale, complex projects.

Strategic Key Account Leadership

• Develop and lead a formal Key Account Management strategy for major customers, across all industry segments
• Build executive-level relationships with customer decision-makers and influencers.
• Drive customer retention, account expansion, and multi-year strategic growth plans.
• Establish account penetration strategies across industry segments and geographic regions.

Sales Leadership & Strategy

• Provide strong leadership, coaching, and performance management to the Account Managers, Business Development Managers, and Manufacturing Application Specialists to ensure team cohesion and high performance.
• Lead the development of a three-to-five-year sales growth strategy, identifying priority markets, customer segments, strategic partnerships, and investment opportunities to achieve long-term business objectives.
• Business Opportunity Analysis Qualification & Prioritization: Establish and enforce stringent criteria to qualify complex opportunities, ensuring the sales pipeline is focused on high-potential, profitable projects.
• Forecast sales accurately, track key performance indicators (KPIs), and create and present comprehensive reports on sales activities and market conditions to executive leadership monthly.
• Work closely with Human Resources to identify training and development needs for the sales team, ensuring they are proficient in the latest automation technologies, welding/assembly processes, and industry best practices.
• Establish stage-gate sales processes and pipeline review disciplines.
• Monitor opportunity progression, conversion rates, and sales cycle performance.
• Implement sales operating metrics to improve forecasting accuracy and resource allocation.
• Lead commercial negotiations for large-scale automation projects, including pricing strategy, contract terms, risk management, and scope definition.
• Partner with legal, finance, and operations teams to mitigate commercial and contractual risks.

Revenue Ownership and Budget Accountability

• Own annual sales revenue targets, profitability objectives, and order intake goals.
• Develop and manage annual sales budgets and strategic growth plans.  
• Ensure alignment between revenue forecasts, capacity planning, and overall business objectives.

 Business Development & Collaboration

• Collaborate with all Account Managers and Directors throughout the entire sales cycle, providing expertise on system concepts, technical requirements, and proposal development.
• Work closely with Operations to ensure the execution of projects aligns with the sales objective. Collaborate with and have a positive impact on engineering and project management teams to ensure customer requirements are accurately captured and delivered.
• Develop sales and marketing strategies to promote growth in the automotive and nonautomotive sectors.

Market Diversification

• Lead the identification, evaluation, and penetration of new industry segments beyond core automotive, leveraging Prodomax expertise in robotics, welding and assembly automation.
• Identify and pursue new business opportunities in target industries.
• Identify, qualify, and secure anchor customers that establish long-term market credibility.
• Develop strategic partnerships and industry networks to accelerate market penetration.
• Generate sustainable revenue growth from non-automotive sectors.
• Develop tailored value propositions, establish a network of contacts, and secure anchor projects in non-automotive sectors to build momentum for sustained diversification.
• Analyze market trends, customer needs, and competitor activity to inform strategic decisions.
• Represent the company at industry events, trade shows, and client meetings.

Qualifications

• Bachelor’s degree in engineering, Business Administration, or a related field; an MBA preferred.
• Minimum of 15 years of progressive experience in sales and business development, with at least 10 years in a sales management or executive leadership role.
• Mandatory: Deep knowledge and proven sales success within the industrial automation sector, specifically selling complex, multi-million-dollar custom production systems (e.g., robotic welding, assembly lines).
• Strong technical understanding of resistance welding, arc welding, laser processing, and robotics integration.
• Exceptional leadership, communication, presentation, negotiation, and interpersonal skills.
• Ability to travel frequently to customer sites, regional offices, and industry events.
• Proven ability to build, coach, and mentor high-performing teams.
• Proven ability to develop and close multiple, complex, high-value deals.
• Experience working with cross-functional teams in a project-based environment.
• Familiarity with CRM systems and sales analytics tools.
• Strategic thinker with a high sense of urgency.

Benefits:

• Safe, professional work environment
• Women's Network and Inclusion and Diversity Committee
• Employee training, development, tuition and professional fee reimbursements
• Competitive salary and profit-sharing plan
• Accrual of vacation pay during parental leave
• Partial tuition reimbursement for employees’ children
• Comprehensive Group Health & Dental Benefit Plan for single employees and those with families. Complimented by an Employee assistance and wellness program
• Matching Registered Retirement Savings Plan and Deferred Profit-Sharing Plan up to 5%
• Subsidized onsite cafeteria
• Annual performance review
• Casual business dress
• Referral Bonus: Earn up to $3,000 if you recommend an approved permanent hire – family & friends included
• Safety shoes and safety glasses reimbursement
• Prodomax Employee Excellence Recognition (PEER) Awards

What we offer:

• Direct Impact: Report directly to the CEO and shape the company’s strategic direction.
• Compensation: Competitive salary and a generous performance-based commission structure.
• Benefits: Comprehensive package including RRSP matching and a healthcare spending account.
• Environment: A collaborative, high-tech culture where creativity and data-driven decision-making are celebrated.
• Growth: Ongoing professional development and training opportunities.