Access/AWP Sales Director - Europe

Role Summary:
You will lead the European sales organisation, owning sales strategy, distributor & large rental partner relationships, and business growth. The goal is to build and drive a high-performing sales team, expand market share, and deliver strong revenue/profit performance in the equipment / industrial sector.

Key Responsibilities

• Develop and execute a European sales strategy aligned with overall business goals.

• Identify, onboard, and manage distributors, rental companies and partner networks across Europe.

• Lead and mentor a sales team (country managers / account managers / distributor managers), setting targets, KPIs, and performance plans.

• Manage key accounts: negotiation, contracts, pricing, terms with large rental firms or distributor partners.

• Analyse market trends, competition, customer feedback; adapt strategy accordingly.

• Forecast sales, monitor pipeline, report regularly to senior management.

• Collaborate with operations, marketing, product development to ensure product-market fit, fulfillment, and after-sale support.

• Represent the company at trade shows, industry events, customer meetings.

• Ensure compliance with regional regulations / import/export / certifications as needed.

Requirements

• Significant experience in B2B sales leadership in Europe, preferably with access equipment / heavy equipment / rental or machinery.

• Proven track record managing distributor / rental partner networks.

• Strong leadership, coaching and people management capabilities.

• Excellent negotiation, communication & presentation skills.

• Comfortable with travel across multiple countries and managing remote / multi‐location teams.

• Good business & financial acumen: ability to manage budgets, margins, P&L and forecast.

• Fluent in English; additional European languages are a plus.

• Relevant education (Business, Engineering or equivalent experience).

What You'll Bring

• Strategic thinker with hands-on execution capability.

• Results‐driven, with a history of exceeding sales targets.

• Adaptability to different market cultures and business practices.

• Strong customer focus and able to build long‐term relationships.

• Comfortable with ambiguity and working in fast‐paced / scaling environments.

What's In It For You

• Leadership role with real impact on shaping the sales direction in Europe.

• Attractive compensation package (base + performance incentives).

• Opportunity to work with major distributors & rental partners, influencing product offerings.

• Exposure to cross‐functional senior leadership, international markets, and travel.