Director of Sales

• Position: Director of Sales
• Reports to: President, VaughanAir
• Position type: Full-time, Exempt
• Location: Toronto, Canada
• Pay: Base salary of $140,000 plus commission plan

About the Company

VaughanAir is a leading North American provider of high-quality ventilation, duct, and exhaust solutions and a respected part of The UEP Group. With a commitment to innovation, technical excellence, and superior customer service, we empower our team members to drive business growth while delivering exceptional solutions to our customers. At VaughanAir, we value collaboration, integrity, and a results-driven culture, creating opportunities for professional development and leadership across all levels of the organization.

Position Summary

As the Director of Sales, you will be responsible for leading VaughanAir's North American sales strategy, sales organization, and revenue growth initiatives. Reporting directly to the President, you will provide strategic leadership for all Regional Sales Managers and sales development activities across Canada and the United States.

The Director of Sales will establish and execute the company's long-term sales vision, drive market expansion, strengthen channel partnerships, and ensure alignment between sales, marketing, operations, and product strategy. This role is accountable for achieving revenue, profitability, and market share objectives while developing a high-performing sales culture focused on customer success, operational excellence, and sustainable growth.

Key Responsibilities

• Strategic Leadership & Revenue Growth: Develop and execute VaughanAir's North American sales strategy, aligning revenue objectives with the company's long-term business plan. Establish annual and multi-year sales growth targets, market expansion initiatives, and customer acquisition strategies. Identify new market opportunities, strategic partnerships, acquisitions, and channels that accelerate growth and profitability. Provide market intelligence and competitive analysis to support executive decision-making and product strategy. Serve as a key member of the leadership team, contributing to company-wide strategic planning and organizational development.
• Pricing & Margin Management: Develop and execute competitive pricing strategies by product line and region, ensuring VaughanAir products remain competitive while protecting target margins. Plan for margin protection and revenue growth in response to external factors such as tariffs, raw material price increases, and market fluctuations.
• Sales Enablement & Training: Design, deploy, and maintain sales enablement tools. Train sales representatives on effective use of these tools and provide continuous support to optimize performance.
• Forecasting & Analytics: Own company-wide revenue forecasting, pipeline management, and sales performance reporting. Present sales performance, market trends, growth opportunities, and strategic recommendations to executive leadership. Ensure disciplined use of CRM, reporting tools, and sales processes throughout the organization. Analyze sales performance against targets and develop actionable plans to improve results. Maintain sales KPIs, dashboards, and scorecards to track performance and accountability.
• Territory Management & Market Expansion: Lead and optimize the North American sales organization, ensuring appropriate territory coverage, resource allocation, and market penetration strategies. Direct Regional Sales Managers and representative firms to achieve performance objectives and strategic growth initiatives. Design organizational structures, succession plans, and sales coverage models that support future growth.
• Relationship Management: Build and maintain strong partnerships with representative firms across the U.S. and Canada, ensuring alignment with VaughanAir’s goals, standards, and values.
• Marketing Strategy & Execution: Own the planning, coordination, and execution of marketing initiatives across product lines and regions. Partner with marketing agencies, RSMs, representative firms, and internal stakeholders to develop and implement integrated marketing campaigns aligned with VaughanAir’s sales objectives and growth strategy.
• Marketing Performance & Optimization: Establish measurable objectives and KPIs for marketing initiatives, track campaign performance and ROI, and evaluate their impact on lead generation, customer engagement, pipeline development, and revenue growth. Use data-driven insights and feedback from RSMs and other stakeholders to continuously improve marketing effectiveness and maximize results.
• Cross-Functional Collaboration: Lead cross-functional collaboration between sales, marketing, operations, customer service, engineering, and executive leadership to ensure alignment on business objectives. Champion Voice of Customer initiatives and leverage customer insights to influence product development, pricing strategy, and operational priorities.
• Leadership & Team Development: Lead, mentor, and develop Regional Sales Managers and future sales leaders. Establish performance management standards, coaching processes, and professional development programs. Drive organizational effectiveness through talent acquisition, succession planning, and leadership development initiatives. Foster a culture of accountability, customer focus, collaboration, and continuous improvement.
• Travel & Engagement: Travel throughout North America to meet with representative firms, attend industry events, and engage directly with key customers to nurture relationships and drive business growth.

Qualifications

• 10+ years of progressive sales leadership experience, ideally in the HVAC industry, with national or multi-region responsibility.
• Proven success leading sales leaders, developing high-performing teams, and delivering sustained revenue growth.
• Demonstrated experience building strategic sales plans, organizational structures, forecasting models, and market expansion strategies.
• Experience participating in executive leadership discussions involving business planning, budgeting, profitability, and corporate growth initiatives.
• Strong understanding of distributor, representative firm, and channel sales management within industrial, HVAC, ventilation, or manufacturing environments.
• Demonstrated ability to manage RSMs while actively executing in your own sales territory, onboarding and developing new sales representatives, and expanding territories.
• Engineering or technical background preferred, with a strong understanding of industrial products and technical sales processes.
• Experience in HVAC, ventilation, or exhaust products preferred.
• Excellent communication, presentation, negotiation, and cross-functional collaboration skills.
• Willingness to travel extensively throughout the U.S. and Canada.
• Resides near a major international airport for ease of travel.

Core Values & Traits for Success

• Strong Work Ethic: Consistently delivers on commitments, meets sales targets, and follows through on operational responsibilities.
• Trust Subject Matter Expert: Understands customer needs and ensures VaughanAir products and services exceed expectations.
• Exceptional Quality of Work: Upholds VaughanAir’s standards, policies, and ethical practices in all interactions.
• Dependable Team Player: Works effectively with sales reps, internal teams, and customers to achieve regional objectives.
• Drive to Grow: Takes initiative to resolve issues, support reps, and drive results in the field.

Physical demands and work environment

• This position is primarily based out of the VaughanAir’s office located at 199 Courtland Ave. Vaughan, ON.
• The role requires the ability to operate standard office equipment and use a computer for extended periods.
• Travel may include driving and occasional overnight stays.
• Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position.

Reasonable accommodation will be provided during the recruitment process and throughout employment, where required, in accordance with the Ontario Human Rights Code, the Accessibility for Ontarians with Disabilities Act, 2005 (AODA), and other applicable legislation.

Work Environment

• Work is primarily performed in a home-office environment, with frequent travel to customer locations and job sites.
• The successful candidate must be able to operate standard office equipment.
• Must be able to use a computer to access, input, and retrieve information.
• Must adhere to all company safety policies and use required personal protective equipment (PPE) when applicable.

What We Offer

This is an opportunity to join a dynamic, entrepreneurial company whose team members share a strong work ethic and a commitment to subject matter expertise, exceptional quality of work, and dependable teamwork.

VaughanAir Canada, ULC, its affiliate companies, and all portfolio companies of The UEP Group are equal opportunity employers. We are committed to providing equal treatment in employment without discrimination or harassment on the basis of any ground protected by the Ontario Human Rights Code and applicable Canadian law. Accommodation is available upon request for applicants and employees with disabilities throughout the recruitment process and employment relationship.

AI Use in Hiring

The company does not use artificial intelligence to screen, assess, or select applicants for this position. Should this practice change, the posting will be updated in accordance with applicable Ontario legislation.

Vacancy Status

This is a vacant newly created position.

Employment Standards

This position is based in Ontario, Canada and is subject to applicable Canadian and Ontario employment legislation, including the Ontario Employment Standards Act, 2000, the Ontario Human Rights Code, and applicable accessibility legislation. Employment terms, including hours of work, overtime eligibility, vacation, public holidays, statutory leaves of absence, termination entitlements, and any other minimum employment standards, will be administered in accordance with applicable legislation.

Disclaimer

This job description is intended to describe the general nature and level of work performed by individuals assigned to this position. It is not intended to be an exhaustive list of all responsibilities, duties, qualifications, or working conditions associated with the role. Responsibilities may be modified from time to time to meet business needs, in accordance with applicable legislation.