Director of Sales

We take pride in building quality products—and enriching the lives of the people who make them possible. As a growing organization, SignalFire Telemetry values practical innovation, responsive customer support, and a collaborative culture where people are empowered to make an impact. This role offers the opportunity to shape commercial strategy, expand market presence, and lead a high-performing team in a business that serves critical industrial customers. Who We Are At SignalFire Telemetry, a TASI Measurement company, we are committed to revolutionizing industrial automation with our innovative wireless solutions. Our mission is to empower businesses by providing reliable, user-friendly, and versatile telemetry systems that enable seamless sensing, controlling, and monitoring without the constraints of wires. We strive to digitally transform operations, offering the flexibility and cost-effectiveness of our products to meet the unique challenges of each industry. What We Offer 10 paid holidays each year, vacation, sick time and volunteer time 401(k) with employer match — immediately vested HSA, pre-tax health savings program Flexible work schedules that promote a healthy work-life balance Top-tier medical, dental, and vision insurance Employer-paid life insurance Pet Insurance Tuition Reimbursement Job Summary The Director of Sales is a senior sales leader responsible for driving revenue growth, channel performance, and market expansion for SignalFire Telemetry. Reporting to the General Manager and working in partnership with the Division Vice President, this role leads sales strategy, territory execution, and commercial performance for a distributor- and channel-driven business serving oil and gas and other industrial markets. This leader coaches Regional Sales Managers, sets clear goals and performance expectations, develops realistic and stretch sales and commission plans, and ensures the commercial team is positioned to achieve year-over-year growth through new market penetration, strong distributor engagement, and customer retention and upgrade strategies. Locations: Texas or Oklahoma Responsibilities Responsibilities include, but are not limited to: Develop and execute the annual and long-range sales strategy in partnership with the General Manager and Division Vice President to support revenue growth, market expansion, and profitability. Lead, coach, and develop Regional Sales Managers and the broader commercial team to drive accountability, execution, and year-over-year growth. Build territory strategies and sales plans for Regional Sales Managers, including market priorities, distributor coverage, account focus, and growth expectations. Establish realistic and stretch goals, bookings targets, and commission or incentive plans that align team performance with business objectives. Lead a distributor- and channel-driven commercial model by identifying, developing, and managing high-performing distributors, channel partners, representative firms, and other go-to-market relationships. Conduct regular business reviews focused on bookings, pipeline, conversion, target account activity, distributor performance, and market share trends. Coach the team on how to break into new markets, strengthen distributor relationships, expand wallet share, and keep existing customers engaged, satisfied, and positioned for upgrades or expanded use of SignalFire solutions. Maintain a strong working understanding of industrial wireless telemetry, cellular communications, IoT platforms, and SCADA systems, including how these technologies integrate into customer environments across oil & gas, utilities, and industrial automation applications. Provide strategic leadership and sales coaching around solutions involving remote monitoring, wireless communications, sensors, programmable logic controllers, remote terminal units, analog and digital signals, Modbus communications, HART communications, and related instrumentation concepts. Lead commercial strategy and sales efforts for solutions involving industrial wireless networks, cellular communications (LTE), IoT platforms, and SCADA-integrated systems, ensuring alignment with customer architecture and evolving industry standards. Partner closely with marketing to align on demand generation, product positioning, campaigns, and trade show execution, ensuring sales priorities and market needs are effectively supported. Build and maintain executive-level relationships with key distributors, channel partners, representative firms, end users, system integrators, original equipment manufacturers, and strategic accounts. Collaborate with product management, engineering, operations, and customer support to align customer feedback, market needs, and channel insights with business priorities. Deliver accurate forecasts, dashboards, and reports on bookings, revenue, pipeline health, territory performance, and growth opportunities to company leadership. Represent SignalFire Telemetry in the field with customers, partners, and industry events; this role requires frequent travel and active engagement across both assigned territories and the broader team footprint. Ensures commercial processes, customer follow-up, sales discipline, and cross-functional handoffs support strong customer experiences and scalable growth. Provide input and direction to marketing on content, messaging, and campaigns to support sales objectives, product launches, and strategic growth initiatives. Travel requirements, including overnight, up to 60% of the time: frequently in support of customers, distributors, trade shows, team development, and market growth initiatives. Other duties as assigned. Minimum Qualifications Bachelor’s degree in business, marketing, engineering, or a related field; equivalent relevant experience may be considered. Minimum 10 years of progressive sales leadership experience, including significant experience leading multi-region, distributor- and channel-driven sales organizations. Demonstrated success developing sales strategy, territory plans, and growth initiatives for industrial or technical products. Proven ability to coach and develop Regional Sales Managers and other commercial team members toward higher performance, stronger market penetration, and improved forecasting discipline. Strong experience working with distributors, manufacturer representatives, channel partners, end users, and other indirect go-to-market relationships. Demonstrated technical acumen in industrial wireless telemetry, remote monitoring, industrial automation, instrumentation, or related technologies. Strong understanding of applications involving cloud-connected monitoring, sensors, programmable logic controllers, remote terminal units, wireless communications, analog and digital signals, Modbus, HART, and related field instrumentation concepts. Preference for candidates with direct experience in industrial IoT (IIoT), wireless instrumentation, SCADA systems, or cellular-enabled field devices, particularly in oil & gas, utilities, or similar sectors. Experience supporting customers in oil and gas, utilities, agriculture, water, wastewater, chemicals, or comparable industrial sectors strongly preferred. Proven ability to translate technical product capabilities into practical customer value, differentiated positioning, and effective commercial strategy. Strong business acumen, financial discipline, and experience with forecasting, bookings targets, dashboards, customer relationship management systems, and sales performance metrics. Exceptional written, verbal, presentation, and negotiation skills, with the ability to influence distributors, customers, internal stakeholders, and senior leadership. Travel requirements, including overnight, up to 60% of the time. Physical Demands Physical Demands: Able to lift up to 40 pounds, sit for prolonged periods of time. Visual Demands: Must be able to look at a computer monitor for extended periods. Manufacturing Environment: Must be able to work in a manufacturing company, which may involve exposure to machinery, noise, and other industrial conditions. Commitment to People and Planet TASI Measurement is committed to fostering a sustainable and socially responsible environment. We believe that our success is not only measured by financial gains but also by the positive impact we have on our employees, communities, and the world around us. As part of our commitment to people, we strive to provide a supportive and inclusive workplace where every individual is valued, respected, and given equal opportunities to thrive. We prioritize the well-being, safety, and personal development of our employees, recognizing that they are the engine driving our success. #J-18808-Ljbffr