Director of Sales - Western Canada

Build your Career at Cooper Equipment Rentals

We are looking for customer-oriented, motivatedindividuals to join our professional team.

Please note, to be considered for this position applicants should currently beresidingin Canada and legally entitled to work.

Why Work with Us? Perks!

• Competitive salary(base salary + bonus)

• Company vehicle + fuel card

• Excellent benefit package with premiums paid by the company

• RRSP Match

• Safety-minded organization

• Fun-loving work environment with strong social responsibility

Job Summary: As Sales Director - Western Canada, you will be responsible for developing and executing a regional sales strategy. Your strategic thinking, inspirational leadership, collaboration and adaptability will enable you to lead and support a diverse sales team while building strong, long-term customer relationships and leveraging market insights to maintain a competitive edge.

What You’ll Be Doing

Duties and Responsibilities:

‘Big Picture’ Planning: Work closely with Sales Managers, Regional and District Managers, and other senior leaders throughout the company to develop and execute a regional sales strategy that aligns with the Company’s goals and objectives.

• Work closely across sales and operations to bridge gaps, strengthen collaboration, and continue building a strong sales culture. Partner with operations, service, fleet, and other key functions to align sales initiatives with company capabilities and customer needs.

Team Leadership: Lead and support the team of Sales Managers, Account Managers, Rental Representatives and Inside Sales Representatives.

• Use a collaborative, inspirational style of leadership to mentor, coach, and motive the team to reach and exceed their targets.
• Oversee the recruitment, training, and professional development of sales staff.
• Promote a culture of safety, teamwork, and accountability across the sales organization.
• Customer Relationships: Build strong, long-term relationships with key customers while developing strategies to create deeper "mesh". Customer retention is also a major responsibility for this role.
• Represent the company at industry events, trade shows, and networking functions.

Customer Relationships: Build strong, long-term relationships with key customers while developing strategies to create deeper "mesh". Customer retention is also a major responsibility for this role.

• Represent the company at industry events, trade shows, and networking functions.

Performance & Market Focus: Keep an eye on sales performance, track key numbers, and use market insights to guide decision making to achieve revenue, profitability, and market share targets.

• Identify new business opportunities and key accounts within the construction and industrial sectors.
• Analyze market trends, competitive landscape, and customer insights to inform sales strategies and pricing models.
• Establish performance metrics, track results, and provide regular reporting to senior leadership.

WhatYou’llBring to the Team

Qualifications and Requirements:

Education & Experience

• Bachelor’s degree in business, Sales, Marketing, or a related field is preferred (or equivalent work experience). Post-graduate education (MBA or a related program) would be considered an asset but is not required.
• 10+ years of progressive B2B sales experience, including at least 5 years in a senior leadership role overseeing multi-level sales teams.
• Proven track record of developing and executing successful regional sales strategies that drive revenue growth, profitability, and market share.
• Industry experience in equipment rental, construction, or related industrial sectors strongly preferred.
• Experience managing and developing sales leaders (Sales Managers, Account Managers, Rental Representatives, and Inside Sales).

Leadership & Strategic Skills

• Visionary leader with the ability to inspire, coach, and develop a diverse sales organization.
• Skilled in building and communicating a “big picture” strategy while ensuring execution at the branch and regional levels.
• Demonstrated ability to balance short-term results with long-term relationship building and market positioning.
• Strong collaboration skills to work cross-functionally with regional leaders, operations, credit, and marketing.
• A hands-on leader who is comfortable rolling up their sleeves-spending time in our branches, working alongside sales representatives in the field and on customer sites, and representing Cooper in the boardroom.
• Able to move comfortably between strategy and execution, staying connected to our people, our customers, and the realities of our business.

Sales & Business Acumen

• Expertise in consultative and solution-based selling; ability to deepen customer engagement and transition relationships to strategic partnerships.
• Strong business acumen with experience in sales forecasting, P&L management, and budget oversight.
• Proficient in leveraging CRM platforms and market insights to drive decision-making, track performance, and refine strategies.
• Excellent data management /analytical skills; must have the ability to translate data into actionable insights. Advanced Excel skills are preferred, and experience working with PowerBI or similar visualization tools is a plus.
• Excellent negotiation skills with a track record of securing high-value, long-term customer relationships.

Personal Attributes & Competencies

• Highly adaptable, with the ability to navigate a competitive and fast-changing market landscape.
• Exceptional communication and presentation skills, comfortable engaging with senior executives and field-level stakeholders alike.
• Results-driven with a focus on accountability, continuous improvement, and delivering measurable outcomes.
• Strong problem-solving and decision-making abilities; capable of resolving escalated issues while maintaining positive relationships.
• Willingness to travel extensively within Western Canada (BC and Alberta primarily) to meet with teams, clients, and industry partners.
• Coachable and a wiliness to learn and grow.

Want to learn more about career opportunities at Cooper Equipment Rentals? Visit our Careers page to view Day in the Life videoscooperequipment.ca/careers.

At Cooper Equipment Rentals, we believe our people are our greatest strength. We are committed to fostering an inclusive, respectful, and accessible workplace where everyone has an equitable opportunity to succeed. If you require an accommodation at any stage of the recruitment process, please let us know. We use AI-assisted technology to support parts of our recruitment process; however, all hiring decisions are made by our team using human judgment.

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