Director of Sales

Position: Director of Sales
Reports to: President, VaughanAir
Position type: Full-time, Exempt
Location: Toronto, Canada
Pay: Base salary of $140,000 plus commission plan

About the Company:
VaughanAir is a leading North American provider of high-quality ventilation, duct, and exhaust solutions and a respected part of The UEP Group. With a commitment to innovation, technical excellence, and superior customer service, we empower our team members to drive business growth while delivering exceptional solutions to our customers. At VaughanAir, we value collaboration, integrity, and a results-driven culture, creating opportunities for professional development and leadership across all levels of the organization.

Position Summary:
As the Director of Sales, you will be responsible for leading VaughanAir's North American sales strategy, sales organization, and revenue growth initiatives. Reporting directly to the President, you will provide strategic leadership for all Regional Sales Managers and sales development activities across Canada and the United States.

The Director of Sales will establish and execute the company's long-term sales vision, drive market expansion, strengthen channel partnerships, and ensure alignment between sales, marketing, operations, and product strategy. This role is accountable for achieving revenue, profitability, and market share objectives while developing a high-performing sales culture focused on customer success, operational excellence, and sustainable growth.

Key Responsibilities:

• Strategic Leadership & Revenue Growth: Develop and execute VaughanAir's North American sales strategy, aligning revenue objectives with the company's long-term business plan. Establish annual and multi-year sales growth targets, market expansion initiatives, and customer acquisition strategies. Identify new market opportunities, strategic partnerships, acquisitions, and channels that accelerate growth and profitability. Provide market intelligence and competitive analysis to support executive decision-making and product strategy. Serve as a key member of the leadership team, contributing to company-wide strategic planning and organizational development.
• Pricing & Margin Management: Develop and execute competitive pricing strategies by product line and region, ensuring VaughanAir products remain competitive while protecting target margins. Plan for margin protection and revenue growth in response to external factors such as tariffs, raw material price increases, and market fluctuations.
• Sales Enablement & Training: Design, deploy, and maintain sales enablement tools. Train sales representatives on effective use of these tools and provide continuous support to optimize performance.
• Forecasting & Analytics: Own company-wide revenue forecasting, pipeline management, and sales performance reporting. Present sales performance, market trends, growth opportunities, and strategic recommendations to executive leadership. Ensure disciplined use of CRM, reporting tools, and sales processes throughout the organization. Analyze sales performance against targets and develop actionable plans to improve results. Maintain sales KPIs, dashboards, and scorecards to track performance and accountability.
• Territory Management & Market Expansion: Lead and optimize the North American sales organization, ensuring appropriate territory coverage, resource allocation, and market penetration strategies. Direct Regional Sales Managers and representative firms to achieve performance objectives and strategic growth initiatives. Design organizational structures, succession plans, and sales coverage models that support future growth.
• Relationship Management: Build and maintain strong partnerships with representative firms across the U.S. and Canada, ensuring alignment with VaughanAir’s goals, standards, and values.
• Marketing Strategy & Execution: Own the planning, coordination, and execution of marketing initiatives across product lines and regions. Partner with marketing agencies, RSMs, representative firms, and internal stakeholders to develop and implement integrated marketing campaigns aligned with VaughanAir’s sales objectives and growth strategy.
• Marketing Performance & Optimization: Establish measurable objectives and KPIs for marketing initiatives, track campaign performance and ROI, and evaluate their impact on lead generation, customer engagement, pipeline development, and revenue growth. Use data-driven insights and feedback from RSMs and other stakeholders to continuously improve marketing effectiveness and maximize results.
• Cross-Functional Collaboration: Lead cross-functional collaboration between sales, marketing, operations, customer service, engineering, and executive leadership to ensure alignment on business objectives. Champion Voice of Customer initiatives and leverage customer insights to influence product development, pricing strategy, and operational priorities.
• Leadership & Team Development: Lead, mentor, and develop Regional Sales Managers and future sales leaders. Establish performance management standards, coaching processes, and professional development programs. Drive organizational effectiveness through talent acquisition, succession planning, and leadership development initiatives. Foster a culture of accountability, customer focus, collaboration, and continuous improvement.
• Travel & Engagement: Travel throughout North America to meet with representative firms, attend industry events, and engage directly with key customers to nurture relationships and drive business growth.