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Overview
Imagine working at the forefront of innovation in fluid-flow technology, with over 1400 colleagues worldwide and eight manufacturing facilities across four continents. Armstrong Fluid Technology is a leader in its industry and a community driven by collaboration to engineer the future and safeguard the planet.
As a member of our team, you will join an agile, high-performance environment. The Sales Director EMEA role provides strategic leadership and commercial direction across our sales leaders and teams in the UK, Continental Europe, and the Middle East & Africa. This role is based at Armstrong’s headquarters in Manchester and requires frequent travel (approximately 80%) across the UK/CE/MEA region.
Key Responsibilities
1. Strategic Leadership & Commercial Transformation
* Define and implement the overarching commercial strategy for EMEA, translating global growth objectives into regionally relevant plans and sales structures
* Act as the executive sponsor and coach to all EMEA regional sales leaders, ensuring consistency in vision, discipline in execution, and local adaptability across sub-regions
* Influence and align with corporate stakeholders on portfolio direction, investment priorities, pricing governance, and long-term customer engagement models
* Serve as a visible, credible ambassador for Armstrong in key markets—building trust with customers, policy influencers, partners, and internal stakeholders
* Drive commercial transformation initiatives including BOD, lifecycle revenue models, channel modernization, and customer segmentation refinement
* Collaborating with key account managers globally and regionally whilst leveraging sales capability regionally and globally
* Lead a matrixed team of senior sales leaders across UK, Europe, and MEA, ensuring operational alignment, strategic clarity, and commercial performance
* Establish a region-wide culture of high accountability, performance measurement, and continuous learning
* Build a leadership pipeline through rigorous coaching, structured development, and succession planning
* Actively facilitate cross-regional collaboration, breaking down silos and amplifying shared wins, tools, and insights
2. Market Development & Growth Acceleration
* Identify, assess, and prioritize high-potential markets, verticals, and customer segments within EMEA based on regulatory shifts, market maturity, and emerging demand
* Develop and lead the go-to-market strategy for EMEA
* Define and execute regional business development plans for strategic accounts, channel partners, and aligned to decarbonization and infrastructure renewal
* Partner with global marketing and product teams to ensure regional positioning reflects differentiated value and solution scalability
* Deploy a consistent sales management and governance framework across the region—covering pipeline hygiene, forecast accuracy, pricing integrity, and contract controls
* Champion adoption of CRM, sales enablement, and analytics tools to increase visibility, performance, and accountability
* Oversee the Armstrong sales process to sell the full suite of offerings, emphasizing value-based selling to highlight customer-specific outcomes and benefits
* Collaborate with the global S&OP and finance teams to align revenue targets with operational capacity and margin goals
* Ensure all commercial activity supports long-term customer value and profitable growth, rather than short-term volume wins
* Champion a diverse, inclusive, and entrepreneurial team culture grounded in Armstrong’s values and customer centricity
* Create a talent ecosystem that attracts, retains, and develops top-tier commercial leaders across multiple geographies and cultural contexts
* Build strong relationships with customers at the executive level, serving as a trusted advisor and escalation point for key accounts
* Embed a customer-centric approach to all sales activities—from consultative engagement to solution delivery and lifecycle service
Qualifications
Education and Experience
* Bachelor’s degree in Engineering in Mechanical/Electrical, Business or related field (MBA or equivalent executive education strongly preferred)
* Substantial progressive commercial leadership experience, including significant experience in managing regional sales leaders across EMEA or similarly complex international territories
* Substantial experience in industry-related direct sales including HVAC and/or vertical markets, particularly in solution and value-based sales
* Substantial proven track record of delivering growth in direct sales including HVAC and/or vertical markets, specifically in solution and value based sales
* In-depth understanding of regional market dynamics, regulatory frameworks, and customer decision-making in EMEA economies
* Expertise in navigating long-cycle, high-value solution sales with multiple stakeholders (contractors, OEMs, engineering consultants, end users)
* Strong financial acumen and experience managing regional P&L, budgeting, and strategic investment decisions
* Substantial experience in tracking and sales reporting through CRM and other tools
* Fluent in English; additional European or Middle Eastern languages are a strong advantage
Technical and Sales
* In-depth knowledge of HVAC applications solutions and systems
* Substantial experience in tracking sales information of customers, forecasts, and reports using related software applications such as CRM
* Substantial understanding of complex B2B sales cycles and negotiation techniques, consultative and solution selling
* Substantial experience in getting solutions specified as Basis of Design
* Passion to win in your local marketplace
* Proven track record of exceeding sales targets and achieving revenue growth
* Proficiency in Microsoft Office 365
* Create and deliver compelling presentations to prospective customers to demonstrate the value of products and services
* Use Armstrong’s sales process and value tools to present sustainable solutions that deliver energy efficiency and long-term savings
Soft skills and other requirements
* Exceptional communication skills
* Strategic thinking and clear articulation of that
* Strong, team-oriented leadership skills with presence and a bias for action
* Strong attention to detail and highly organized
Seniority level
* Director
Employment type
* Full-time
Job function
* Sales
Industries
* Fire Protection and HVAC and Refrigeration Equipment Manufacturing
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