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Sales Director EMEA

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Armstrong Fluid Technology

OverviewImagine 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 and Africa. This role is based at Armstrong’s headquarters in Manchester and requires frequent travel (approximately 80%) across the UK/CE/MEA region.

Key Responsibilities1. Strategic Leadership and 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 and 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 SandOP 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

QualificationsEducation 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 PandL, 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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