Regional Sales Manager - Canada

Irwin; Grand Rapids, Altamont (MI, IL); On-site; CAD 90,000 - 150,000; Full time

Job summary

Irwin Seating is seeking a Regional Sales Manager for Canada to drive sales across direct and indirect channels, nurture key customer relationships, and lead opportunities from early engagement through close. This role requires strategic leadership and collaboration with cross-functional teams to win projects and grow market share.

The position oversees territory strategy, engages operators, architects, and owners reps, and ensures revenue targets are met while aligning Irwin solutions with

Qualifications

• Bachelor’s degree in a relevant field or equivalent professional experience.
• 5+ years of progressive sales experience.
• Proven ability to collaborate with contractors, architects, dealers, and external partners to achieve shared objectives.

Responsibilities

• Oversee sales activities across both direct and indirect channels within the assigned region.
• Set territory strategy, balancing growth and relationship management for both direct projects and dealer partnerships.
• Manage a diverse portfolio of opportunities and ensure revenue targets are met or exceeded.
• Act as the sales contact for key strategic opportunities, ensuring alignment with Irwin’s market objectives.
• Actively manage and track all opportunities through the company’s CRM system, maintaining visibility and accountability.
• Lead early engagement with operators, architects, owner’s reps, and general contractors for direct opportunities.

Skills

Sales leadership

CRM proficiency

Relationship building

Strategic communication

Office productivity

Education

Bachelor’s degree in a relevant field

Tools

CRM tools

Microsoft Office Suite

Job description

The Regional Sales Manager - Canada is responsible for driving Irwin’s sales performance across Canada by overseeing direct and indirect sales channels. This role plays a critical part in growing Irwin’s presence in its core markets by managing key customer relationships and leading sales efforts from early engagement through project close. The Regional Sales Manager represents Irwin with a high degree of business acumen, technical knowledge, and strategic leadership, ensuring both direct customers and dealer partners are positioned for success.

Responsibilities

Sales Leadership & Territory Management

• Oversee sales activities across both direct and indirect channels within the assigned region.
• Set territory strategy, balancing growth and relationship management for both direct projects and dealer partnerships.
• Manage a diverse portfolio of opportunities and ensure revenue targets are met or exceeded.
• Act as the sales contact for key strategic opportunities, ensuring alignment with Irwin’s market objectives.
• Actively manage and track all opportunities through the company’s CRM system, maintaining visibility and accountability.
• Lead early engagement with operators, architects, owner’s reps, and general contractors for direct opportunities.
• Understand and influence the goals of multiple stakeholders, leveraging Irwin solutions to create meaningful differentiation.
• Manage the presentation, sale, and follow-up for all Irwin products within assigned direct projects.
• Identify special product requirements early and collaborate with Engineering to define appropriate solutions.

Market & Product Expertise

• Maintain a deep understanding of Irwin’s product portfolio, configurations, and applications across market segments.
• Monitor market trends, competitive activity, and customer behaviors to inform sales strategies.
• Position Irwin products effectively by aligning technical solutions with market needs and project goals.
• Support specification efforts and technical discussions with design teams and contractors.

Collaboration & Internal Alignment

• Partner closely with Marketing, Engineering, Project Management, and Installation to ensure smooth execution for both direct and dealer-driven projects.
• Provide regional insights and voice-of-customer feedback to help shape product development and go-to-market strategy.
• Represent the sales function in internal initiatives, contributing to process improvements and sales effectiveness.

Leadership & Values Alignment

• Demonstrate leadership presence and professionalism in all interactions, modeling Irwin’s values and setting the standard for the sales team and dealer network.
• Exhibit strong prioritization, organization, and strategic thinking in managing complex and competing priorities.
• Influence cross-functional partners and external stakeholders through strong communication, trust-building, and solution orientation.

Qualifications

• Bachelor’s degree in a relevant field or equivalent professional experience.
• 5+ years of progressive sales experience.
• Demonstrated success managing territory sales within specialty furniture, architectural equipment, or related industries.
• Proven ability to collaborate with contractors, construction managers, architects, dealers, and external partners to achieve shared objectives.
• Strong leadership, relationship-building, and strategic communication skills.
• Advanced technical aptitude and product knowledge with the ability to communicate solutions to varied audiences.
• Experience managing a complex pipeline of both direct and dealer opportunities.
• Proficiency with CRM tools and Microsoft Office Suite.
• Valid passport required for occasional travel to our U.S. headquarters.

Why Irwin?

Founded in 1907, Irwin Seating is a fourth-generation, family-owned company with locations in Grand Rapids, Michigan and Altamont, Illinois. We bring people together to learn, create, and share meaningful experiences both within our teams and in the spaces we design. You’ll be part of a people-first team that believes in collaboration, growth, and doing the right thing. Here, you can build a career you love while growing alongside a company that feels like family.