Director of Sales Operation

Machine Solutions is the premier provider of advanced equipment and services for the medical device, biopharmaceutical, and blood- and plasma-collection industries. We support our customers’ needs and growth by delivering quality and value through a wide breadth of products. Our proprietary mechanical solutions address complex process, testing, and device design challenges. Our equipment has become the industry standard for stent crimping, balloon catheter pleating and folding, catheter braiding, and medical device manufacturing applications. As a pioneer in radio frequency technology, we develop thermal forming, molding, and welding solutions for medical manufacturing, biopharmaceutical, and blood- and plasma-processing applications. Our experienced engineering team automates manual processes, enabling customers to increase production volumes and profit margins. We provide a superior customer experience through a dedicated aftermarket team offering technical service and process support.

Machine Solutions is privately owned by BW Forsyth Partners, a Barry-Wehmiller company. BW Forsyth Partners is the investment arm of the global manufacturing and engineering consulting firm Barry-Wehmiller. Established in 2009, it combines Barry-Wehmiller’s legacy of value creation and people-centric culture with investing experience to help companies realize their potential. BW Forsyth Partners focuses on acquiring small- to middle-market companies in capital and component equipment and professional services sectors, deploying operational improvements while preserving leadership autonomy and strategic vision.

About the Role

This newly created role of Director of Sales Operations is a rare opportunity to build the operating backbone of a high-growth, life-sciences-focused business from the ground up. You will design systems, governance, and standard work to turn commercial strategy into reliable execution, working directly with the Chief Commercial Officer to shape how Machine Solutions plans, forecasts, and sells. This role is ideal for a seasoned commercial leader who thrives on ambiguity and wants to leave a lasting mark on a company at the center of medical device innovation.

Our unified brands—MSI, PlasticWeld Systems, Steeger USA, Intec Automation, BWTec, and Vante—deliver technologies for minimally invasive device manufacturing, from braiding and coiling to lamination, thermal bonding, and balloon forming. We are an essential automation partner to leading medical device and life sciences manufacturers, backed by a dedicated aftermarket team. Over the past two years, our backlog has grown more than 60%, fueled by organic demand and strategic acquisitions, positioning us for smart, scalable growth.

Responsibilities

• Lead the Sales Operations and Inside Sales teams, establishing priorities, clarifying decision rights, allocating capacity, coaching performance, and fostering a culture of humility, curiosity, accountability, and continuous improvement.
• Own the integrity of the commercial infrastructure, data, processes, reporting, controls, and documentation while preserving field and functional accountability.
• Translate commercial strategy and approved process changes into practical systems, workflows, reporting, training, and operating cadences.
• Establish clear service expectations to ensure Sales Operations focuses on recurring, high-value work rather than undefined administrative tasks.
• Administer and govern Salesforce as the commercial system of record for accounts, contacts, opportunities, pipeline, sales-process phases, quotes, forecasts, and commercial history.
• Align Salesforce workflows, required fields, phase-entry expectations, exit criteria, dashboards, and reports with the six-phase Machine Solutions Sales Process.
• Improve CRM hygiene, data completeness, source attribution, account ownership, user adoption, training, and commercial decision support.
• Govern customer master data, account hierarchies, seller and territory structures, product-line definitions, calculation logic, and the commercial data dictionary.
• Connect Salesforce with quoting, order-management, Finance, compensation, and external market-data sources to create a reliable commercial information environment.
• Translate the approved fiscal-year bookings plan into regional, territory, seller, and product-line expectations.
• Lead territory design, quota analysis, commercial-capacity modeling, scenario analysis, plan deployment, and version control.
• Develop and maintain territory-level customer and prospect lists using the licensed Dun & Bradstreet database and other approved sources.
• Support customer segmentation, account tiering, whitespace analysis, ABM account selection, outbound prospecting, NPI launches, and GTS engagement.
• Maintain alignment among territories, Salesforce ownership, quotas, reporting hierarchies, compensation structures, and the approved commercial organization.
• Produce the monthly commercial reporting package, including bookings, qualified pipeline, coverage, source attribution, phase distribution, aging, quoting, conversion, forecast accuracy, NPI performance, and Commercial KATA KPIs.
• Govern the monthly forecasting process, maintain common forecast definitions, consolidate opportunity-level commitments, preserve forecast history, and support company S&OP planning.
• Lead quarterly bookings reconciliation with Finance, including seller, territory, customer, product-line, house-account, split-credit, cancellation, reversal, and timing exceptions.
• Administer and analyze approved commercial compensation plans, including quotas, bookings credit, attainment, accelerators, contests, exceptions, reconciliation, and confidential supporting detail.
• Maintain controlled definitions, authoritative data sources, calculation rules, reporting periods, and historical comparability for all recurring commercial measures.
• Own KPI definitions, reporting logic, recurring analysis, target-condition tracking, historical performance, and visibility to abnormal conditions.
• Support root-cause analysis and PDCA without substituting correlation or reporting for evidence-based leadership judgment.
• Administer the Commercial Launch Plan & Tracker and report NPI pipeline, quotation activity, 150-day checkpoints, fiscal-year bookings, source, territory, product line, customer, and sales-process progression.
• Preserve launch assumptions, decisions, exceptions, and learning to improve future product launches.
• Lead the After Market Parts Inside Sales team to build proactive installed-base coverage, upselling, cross-selling, replenishment, quoting, quote follow-up, and customer-contact cadence.
• Establish protected prospecting blocks using installed-machine age, historical machine placement, service history, and machine-type replacement patterns to identify likely parts needs and proactively engage customers.
• Govern price execution, approved price lists, discount authority, pricing exceptions, and price-realization visibility.
• Create disciplined qualification, Salesforce documentation, source attribution, and handoff of Manufacturing Equipment leads to the appropriate FLAM, including an acceptance-and-feedback loop.
• Create reliable handoffs to the After Market Service team for technical support, field service, repair, or other service intervention, with clear ownership and customer commitments.
• Lead Sealing and Welding Inside Sales, including distributor segmentation, onboarding, coverage expectations, operating cadence, opportunity visibility, forecasting, enablement, and performance management.
• Define lead and opportunity ownership among distributors, Inside Sales, FLAMs, GTSs, and other commercial resources.
• Govern distributor and customer pricing, discount authority, exception approvals, and price-realization reporting.
• Manage the commercial workflow for distributor and customer agreements, including intake, review, approval routing, renewal timing, deviations, retention, and obligation visibility.
• Serve as the commercial liaison to Marketing for sales enablement, campaigns, product messaging, training, competitive intelligence, launch support, lead follow-up, and field adoption.
• Partner with Commercial, Finance, Product Line Leadership, Operations, and Legal to build scalable pricing governance, discount authority, quote consistency, margin visibility, pricing-action deployment, exception management, and price-realization reporting.
• Develop consistent contracting standard work for intake, templates, commercial terms, review authority, escalation, deviations, cycle time, status visibility, executed-agreement retention, and governance.
• Maintain controlled procedures, reporting instructions, calendars, data definitions, job aids, training, and version history for commercial systems and processes.
• Lead onboarding and continuing education for commercial systems and processes.

Qualifications

• Proven experience in sales operations leadership, inside sales leadership, or commercial operations in a high-growth environment.
• Strong expertise in Salesforce administration, governance, and CRM best practices.
• Experience translating commercial strategy into operational execution, including territory design, quota setting, and forecasting.
• Ability to lead and develop high-performing teams, fostering a culture of accountability and continuous improvement.
• Proficiency in commercial data management, reporting, and analytics, with a focus on data integrity and decision support.
• Experience with pricing governance, contract management, and commercial process documentation.
• Strong communication and collaboration skills, with the ability to work cross-functionally with Finance, Marketing, Legal, and Operations.
• Passion for operational excellence and a track record of building scalable commercial systems.

Reports to: Chief Commercial Officer
Location: Remote