Director of Field Sales - West
Position Summary
The Director of Field Sales – West is responsible for driving sales execution excellence across the Western United States by leading a mix of SureWerx territory account managers and a large sales agency. This role exists to raise the rigor, discipline, and consistency of how the sales plan is executed across both direct sellers and a large manufacturer’s rep organization. This role is accountable for converting SureWerx’s commercial strategy into disciplined field execution through rigorous pipeline management, structured coaching, and consistent operating cadence. The position reports to the VP of Sales, SureWerx USA, and plays a critical role in scaling a more technical, multi-category sales model across fall protection, safety PPE, footwear, and related product lines.
Responsibilities
Own execution of the regional sales plan, ensuring strategy is translated into weekly and monthly field actions.
Implement and enforce a consistent sales operating rhythm (pipeline 1:1s, monthly reviews, forecasting, and action planning).
Drive discipline in opportunity management, deal strategy, and follow-through across all sellers with both distribution channel partners and product end-users.
Ensure Salesforce is accurate, current, and used as the single source of truth for pipeline, forecasts, and activity.
Deliver regional revenue targets and manage regional performance against budget.
Lead monthly and quarterly forecasting with a high level of accuracy and insight.
Identify gaps early and implement countermeasures to close pipeline or execution shortfalls.
Partner with Finance and Operations to align forecasts, inventory planning, and S&OP inputs.
Drive and lead the performance of a large manufacturer’s representative agency, treating the agency as an extension of the SureWerx sales organization.
Establish clear goals, execution expectations, reporting standards, and cadence.
Drive onboarding, product training, sales process adoption, and alignment to SureWerx priorities.
Ensure the sales agency is focused on the right end-users, product categories, and growth initiatives.
Lead, coach, and develop 3–5 Territory Account Managers, with a strong emphasis on pipeline quality, value-based selling, and account planning.
Spend meaningful time in the field coaching direct and indirect sales reps on joint calls, end-user engagement, and distributor execution.
Develop individual performance and development plans with clear expectations, milestones, and accountability.
Act as the regional point of coordination between Sales, Product Management, Marketing, and Operations.
Ensure product launches, commercial programs, and training initiatives are executed consistently in the field.
Provide Voice-of-Customer feedback to influence product and go-to-market strategy.
Qualifications
Proven ability to manage sales execution, not just relationships or coverage.
Strong coaching mindset with the ability to inspect pipeline, diagnose issues, and drive actions.
High comfort managing both direct employees and external sales agencies.
Strong analytical and process orientation; able to balance data with field judgment.
Demonstrated experience driving Salesforce discipline and using pipeline data to manage performance.
Executive presence with distributors, large regional accounts, and end-users.
Ability to lead through change, set clear expectations, and hold teams accountable in a fast-paced environment.
Demonstrated ability to inspect, challenge, and correct sales behaviors, even with experienced or independent sellers.
Minimum 10 years of sales experience within industrial or construction safety industries.
Minimum 5 years of sales management experience within the industrial and/or construction marketplaces.
Demonstrated success leading pipeline management, forecasting, and sales execution processes.
Experience managing complex territories and multiple revenue streams including channel and end-user sales.
Demonstrated experience managing direct and indirect sales teams.
Travel approximately 50% of the time.