VP Sales & Commercial Strategy

This position provides strategic leadership and direction for the organizations sales function overseeing both the Small Tools and Capital Equipment divisions. The role ensures alignment consistency and accountability across all sales channels including distributor direct OEM and e-commerce.

Working closely with the President and senior sales leadership this leader will define the companys commercial strategy unify forecasting and pipeline management strengthen market penetration and drive profitable growth. The role partners with Finance Marketing and Operations to support product profitability analysis pricing integrity and sales process excellence.

To perform this job successfully an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential job functions.

• Lead mentor and support the Vice President of Small Tools Sales and the Senior Vice President of Capital Equipment Sales to ensure unified direction and consistent performance standards.

• Establish measurable objectives monitor performance and proactively address gaps or underperformance.

• Align divisional strategies with corporate growth objectives and cross-selling opportunities.

• Promote collaboration with Marketing Product Management and Customer Success to enhance customer engagement and market impact.

• Establish accountability structures aligned with divisional and corporate sales goals.

• Develop and execute annual and long-term sales strategies across all channels and product divisions.

• Oversee market segmentation account planning and channel development to maximize growth potential.

• Collaborate with executive leadership on sales forecasting target setting and incentive design.

• Partner with Marketing leadership to coordinate product launches promotional campaigns and volume planning.

• Strengthen accessories parts and service programs to increase recurring revenue.

• Implement and enforce pricing and margin strategies to protect profitability.

• Support educational outreach and institutional partnerships that position the organization as an industry thought leader.

• Create implement and review sales policies to ensure effectiveness and profitability.

1. Strategic Vision & Execution

2. Business & Financial Acumen

3. Sales Strategy Development

4. Cross-Functional Leadership

5. Influence & Executive Presence

This role directly supervises the Vice President of Small Tools Sales and the Senior Vice President of Capital Equipment Sales and provides indirect leadership to all regional sales managers representatives and sales operations personnel. Responsibilities include setting performance standards mentoring senior leaders and ensuring organizational alignment with company goals.

Office environment.

Occasional movement within the office environment to access files equipment or other office resources.

This is a full-time position.
Monday Friday 8:30 AM 5:00 PM.

Approximately 25% travel required.

• Bachelors degree in Business Sales or a related field required; MBA preferred.

• 10 years of progressive sales leadership experience across multiple divisions or sales channels.

• Proven success in industrial or manufacturing environments involving both capital equipment and consumable products.

• Strong financial acumen with experience managing pricing margins and profitability strategies.

• Demonstrated success leading senior leaders (VP level or equivalent).

• Exceptional communication strategic planning and executive collaboration skills.

• Proficiency with CRM analytics and sales forecasting platforms.

This job description is not intended to be an exhaustive list of duties responsibilities or activities. Responsibilities may change at any time with or without notice.