Sales Director EMEA

Armstrong Fluid Technology; Manchester; On-site; GBP 90,000 - 120,000; Full time

Job summary

A leading fluid-flow technology firm based in Manchester is seeking a Sales Director EMEA to lead its sales strategy across the UK, Europe, and MEA. The ideal candidate will possess extensive experience in managing sales teams, a solid background in HVAC markets, and exceptional leadership skills. This role involves strategic decision-making, frequent travel, and ensures alignment with corporate objectives. Competitive compensation and a dynamic working environment are offered.

Qualifications

• Substantial experience in managing regional sales leaders across EMEA.
• Proven track record of delivering growth in direct sales.
• Fluent in English; additional European or Middle Eastern languages a strong advantage.

Responsibilities

• Define and implement commercial strategy for EMEA.
• Lead a team of sales leaders across multiple regions.
• Build strong relationships with customers at the executive level.

Skills

Strategic thinking

Exceptional communication

Leadership

Financial acumen

Market development

Education

Bachelor’s degree in Engineering or Business (MBA preferred)

Tools

CRM software

Microsoft Office 365

Job description

Join to apply for the Sales Director EMEA role at Armstrong Fluid Technology

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