Director of Sales

About us:

SeedMaster is a Canadian-based manufacturer of precision seeding equipment, driven by innovation and agronomic performance. With a strong legacy in the Prairies and a growing international footprint, we're committed to helping farmers grow with confidence, pride, and curiosity.

Who are you?

Lead SeedMaster's global sales execution to deliver revenue and margin targets, improve forecast accuracy, and elevate dealer and customer performance. This role ensures market alignment by working cross-functionally to refine product positioning and value communication. The Director is also accountable for understanding competitive pricing dynamics and ensuring our go-to-market strategy reflects both margin protection and commercial relevance across all regions. As a member of the leadership team, the Director of Sales plays an active role in shaping and executing strategic growth initiatives across the business.

What's in it for you?

• Company pension
• Dental care
• Employee assistance program
• Extended health care
• Life insurance
• On-site parking
• RRSP match

What will you do?

Sales Leadership & Execution

• Own the global sales plan, coverage model, and quota setting aligned with company objectives.
• Manage the sales operating budget, including travel, staffing, program spend, and promotional investment.
• Lead weekly pipeline and forecast reviews; intervene as needed to support deal progression.
• Ensure pricing discipline across markets, adapting guidance based on real-time market intelligence.

Dealer & Channel Development

• Recruit, onboard, and support a high-performing dealer network across active and emerging regions.
• Provide dealers with tools, training, and messaging to effectively represent SeedMaster's products.
• Support regional field events and campaigns that build awareness, engagement, and leads.

Market Intelligence & Positioning

• Monitor competitor activity, pricing behavior, and regional dynamics.
• Contribute to the ongoing refinement of product positioning based on customer needs and market context.
• Share insights with Marketing, Product Development, and executive leadership to strengthen SeedMaster's commercial strategy.

Strategic Growth Planning

• Participate in enterprise-level strategic planning discussions and lead execution of commercial growth priorities.
• Identify and evaluate new market opportunities, partnership channels, and international expansion initiatives.
• Contribute to resource planning and investment decisions that impact growth and budget alignment.
• Ensure alignment between sales execution and long-term business goals, reporting on key performance metrics and risks.

Team Development & Performance Management

• Lead and develop Territory Managers and sales staff through structured coaching and feedback.
• Conduct regular performance reviews and maintain high standards of accountability.
• Promote a safety-first culture and ensure compliance with SeedMaster's safety policies.

What do you need to succeed?

Required Qualifications

• 7+ years of experience in ag equipment or capital goods sales, including 3+ in a multi-region or global leadership role.
• Demonstrated success managing sales teams and dealer networks to achieve measurable results.
• Proven experience managing sales budgets and making data-informed investment decisions.
• Strong understanding of value-based selling and competitive pricing in capital equipment markets.
• CRM fluency (Salesforce or equivalent); skilled in pipeline and performance data analysis.
• Valid passport and ability to travel internationally.

Preferred Qualifications

• Degree or diploma in Agriculture, Business, or Marketing.
• Experience launching products.
• Familiarity with seeding systems and crop production practices across diverse geographies.

How to Apply: Once you click on the Apply for this Position button you will be taken to a page where you will have two ways to apply. You can upload your resume/CV or copy and paste your details into the box provided.