National Sales Director

The National Sales Director – Advanced Materials (CMS NA & DMS) leads the assigned commercial organization to achieve sustainable, profitable growth in line with CMS North America’s strategy and annual business plan. Beyond delivering results, the director builds a proactive, disciplined and scalable sales organization with clear ownership, reliable CRM information, effective channel coverage and repeatable commercial processes. Success requires hands-on leadership, strong customer and market knowledge, sound commercial judgment, effective cross-functional coordination and a demonstrated willingness to improve established practices.

Key Responsibilities

1. Commercial Strategy, Budget and Results

Develop and execute the annual commercial plan, including order intake, revenues, sales expense, and market penetration objectives.

Translate approved budgets into actionable quotas and priorities by product line, territory, channel (direct / indirect), and individual SAM.

Distinguish current-year revenue opportunities from order intake that builds future-year backlog; maintain visibility of both.

Identify performance gaps early and implement documented recovery actions, with clear owners and deadlines.

Optimize pricing and commercial terms in coordination with CEO / CFO and relevant product stakeholders, protecting profitability and competitive positioning.

2. Sales Leadership and Accountability

Lead, coach and develop SAMs, key account development manager and the broader commercial network through regular reviews and field engagement.

Establish clear expectations for prospecting, account coverage, opportunity development, CRM discipline and quota attainment.

Conduct structured weekly opportunity and pipeline reviews, monthly performance reviews and periodic individual development discussions.

Address underperformance promptly through coaching, measurable improvement plans and appropriate corrective actions.

Recruit, onboard, develop and retain sales talent. Document critical customer and market knowledge and reduce dependence on individuals.

Build a culture of initiative, collaboration, accountability and continuous improvement rather than reliance on informal practices.

3. Business Development and Market Coverage

Develop proactive strategies to acquire new customers and penetrate attractive applications, industries and geographic markets.

Assess territory potential, competitive dynamics and customer segments to focus resources on the highest-value opportunities.

Oversee major opportunities and negotiations, supporting representatives in complex, high-value and long-cycle capital-equipment sales.

Develop, evaluate and optimize dealers and channel partners based on market coverage, qualified pipeline, order intake and execution.

Identify undercovered markets and underperforming channels; recommend and execute changes where justified.

4. Forecasting, CRM and Sales Operating Rhythm

Own accurate and punctual monthly and quarterly order intake forecasts, supported by documented CRM opportunity-level assumptions.

Maintain adequate qualified pipeline coverage against future commercial targets and monitor forecast accuracy and conversion trends.

Champion Microsoft Dynamics as the system of record for opportunities, contacts, activities, expected close dates, next steps and competitive intelligence.

Enforce consistent opportunity qualification, stage definitions, probability assessments and timely CRM updates.

Support continuous improvement of pricing and quotation tools, including CPQ and more efficient standardized or customized quoting workflows.

5. Cross-Functional Collaboration and Customer Experience

Work with Marketing to align campaigns, exhibitions, digital activity and lead generation with measurable qualified pipeline and sales conversion. Identify and select tradeshows and campaigns in line with yearly budget.

Collaborate with CMS SpA on solution fit, competitive differentiation, emerging applications and customer needs.

Coordinate DMS Project Management on quotation accuracy, delivery feasibility, customer commitments and handover quality. Assure all documentation (sales discovery, tax exempt form, proposal) are provided together with a new customer deal and PO. Ensure customer requirements, agreed specifications and commercial commitments are documented and transferred effectively after order acceptance.

Reporting Structure

Reports to: CEO, CMS North America. Leads: assigned SAMs, Key Account Development Managers and dealer/channel relationships.

Qualifications

Education and Experience

Bachelor’s degree in Business, Engineering, Marketing or a related field; MBA or equivalent experience is a plus.

Typically 8–12+ years of B2B sales experience in industrial machinery, advanced materials (including composites, plastics and aluminum), CNC machining, manufacturing or capital equipment.

Typically 3–5+ years of sales leadership or management experience, or demonstrated equivalent leadership responsibility for an internal candidate.

Knowledge of CMS, DMS or SCM products and North American industrial markets is preferred.

Working proficiency with CRM, forecasting, budgeting and quoting systems; Microsoft Dynamics and CPQ experience preferred.

Leadership Competencies

Demonstrated ability to deliver profitable commercial results while developing the performance of others.

Strong coaching, delegation, performance management and change-leadership capabilities.

Analytical discipline, forecast credibility and ability to turn data into specific actions.

Customer focus, negotiation skills, communication and cross-functional influence.

Proactive, hands-on leadership with ownership, sound judgment and willingness to challenge ineffective practices.

Additional Requirements

Ability to travel up to 50% as business needs require.

Ability to sit, stand and lift up to 25 lbs regularly, consistent with role requirements.

Must possess or be able to obtain authorization to work in the United States and a passport.