Senior Director of Sales in Surrey

Reliance Foundry Co. Ltd. has designed and supplied bollards, site furnishings, custom foundry products and perimeter security products since 1925. We are a focused B2B company with a lean team, a strong brand and customers ranging from contractors and landscape architects to municipalities, universities and government facilities. Our sales model combines e-commerce, high-volume inbound opportunities, key-account development and complex specification-driven projects.

We are looking for an experienced sales leader to take ownership of our sales function and continue building a consistently high-performing team. You will lead approximately a dozen sales professionals working across inside sales, key accounts, and public-sector and online bid channels. This is a hands-on player-coach role where you will work directly with the team on live opportunities, strengthen pipeline and forecast discipline, coach representatives to higher performance, and build the systems that make results repeatable.

You will report directly to the CEO and have meaningful influence over how the sales function develops during Reliance’s next stage of growth.

What you will own:

• Own the annual sales plan, translate company revenue targets into category, team and individual objectives, and manage performance against revenue, order, conversion and activity expectations.
• Maintain an accurate rolling forecast and provide the CEO and SLT with a clear, defensible quarterly outlook.
• Coach salespeople at different stages of their careers, including experienced high performers.
• Lead hiring, onboarding, goal setting, development and performance management across the sales team.
• Establish clear ownership of accounts, opportunities and product categories.
• Identify capability or capacity gaps and recommend changes to team structure, coverage and resource allocation.
• Run a disciplined operating rhythm of pipeline reviews, category reviews, individual coaching sessions and weekly performance meetings.
• Build practical sales processes, playbooks and standards that improve execution without adding unnecessary administration.
• Partner with Marketing to improve lead quality, response time, MQL-to-opportunity conversion and e-commerce performance.
• Work with Finance, Operations, Engineering, Product Development and Technology to improve pricing decisions, order flow, shipment visibility and customer communication.
• Use NetSuite, reporting and AI-assisted sales tools to improve visibility, efficiency and decision-making.
• Attend tradeshows and represent Reliance, its brand and its sales team professionally.
• Exercise sound commercial judgment in an environment affected by tariffs, global supply conditions, pricing changes and variable product availability.

What success looks like:

• Strengthened the rolling forecast and created clearer visibility into pipeline health, conversion and upcoming revenue.
• Established clear accountability for accounts, opportunities, product categories and sales activities.
• Built a consistent coaching and performance-management rhythm that improves follow-up, qualification and conversion.
• Strengthened coordination between Sales, Marketing, Engineering, Operations, Finance and Product Development.
• Identified capability gaps and made clear decisions about hiring, development, performance, team structure and account coverage.
• Developed processes and playbooks that make strong performance more consistent and repeatable.

What you bring:

• Substantial experience leading a multi-person B2B inside-sales team in a high-volume environment.
• A demonstrated record of improving sales execution, conversion, forecast accuracy and individual performance.
• Strong coaching skills and the ability to help both developing and experienced salespeople improve.
• Experience managing shorter transactional opportunities alongside longer, more complex sales cycles.
• Strong knowledge of pipeline management, lead management, conversion metrics and sales forecasting.
• Fluency with CRM or ERP reporting and the ability to use data to identify problems, establish priorities and manage performance.
• Sound commercial judgment involving pricing, margins, customer priorities and resource allocation.
• A practical interest in AI and automation, with the confidence to introduce new tools where they produce measurable value.
• A team-first approach and a genuine interest in building the capability of the people around you.

Strong assets:

• Experience in manufacturing, industrial products, building products or another specification-driven sales environment.
• Experience selling to contractors, municipalities, architects, engineers, universities or government organizations.
• Familiarity with e-commerce and digitally generated B2B leads.
• Experience with NetSuite, sales-process improvement, automation or AI-supported sales tools.

Who will thrive here:

• You want to build something durable and see your work produce results over several years.
• You are comfortable in a smaller company where a leader’s decisions have a direct and visible impact.
• You set clear expectations, follow through on commitments and address problems directly.
• You value direct access to decision-makers and the opportunity to shape a sales function.

Location and working arrangements:

This is a hybrid position based at our Surrey, British Columbia office. The successful candidate will be expected to work from the Surrey office approximately 3-4 days per week, with additional on-site time during onboarding and when business needs require it.