National Sales Manager

Develop, lead and execute the national sales strategy for a premium Global OEM manufacturer of industrial batteries and energy storage solutions, with Australian based regional Lead Acid battery manufacturing and a capital city-based branch service network.

This role is accountable for profitable growth, strategic customer partnerships, and value-based selling, leveraging the company’s local manufacturing capability, engineering expertise, and lifecycle service offering.

The National Sales Manager plays a critical role in positioning the business as a high-quality, reliable, and technically superior alternative to existing or incumbent suppliers as well as low-cost imports, while maximising long-term contract value and aftermarket revenue.

Key Responsibilities

Strategic Sales Leadership, Sales Strategy, & Execution

- Develop and execute the national sales strategy aligned with company growth objectives

- Deliver revenue, margin, and market share targets across all product categories

- Identify growth opportunities in emerging sectors (e.g. energy storage, renewables integration, automation)

- Position the company around:

• Total Cost of Ownership (TCO)
• Reliability, safety, and compliance
• Local manufacturing and supply chain security

- Drive penetration in key sectors:

• Logistics & warehousing (traction batteries)
• Elevated Work Platforms, Industrial cleaning equipment
• Leisure and Recreational energy systems

• Mining & heavy industry
• Utilities & infrastructure (standby / critical power)
• Telecommunications & data centres
• Emerging energy storage applications

- Monitor market trends, competitor activity, and pricing dynamics

Leadership & Team Management

- Build, lead, coach, and develop a high-performing national sales team

- Set clear KPIs across revenue, gross margin, pipeline, and customer retention

- Drive a disciplined sales process and accountability culture

- Support succession planning and talent development

Key Account Management

- Personally lead relationships with top-tier national accounts and OEM partners

- Engage at executive level with procurement, operations, and engineering stakeholders

- Lead complex contract negotiations, tenders, and long-term service agreements

- Secure long-term supply and service agreements (3–7+ years)

- Drive national alignment across multi-site customers

- Ensure high customer satisfaction and retention

Commercial Performance & Pricing

- Own national P&L contribution from the sales function

- Own pricing strategy and discount governance to protect margins

- Lead large-scale tender submissions and contract structuring

- Structure long-term contracts that bundle:

• Equipment
• Maintenance & service
• Replacement cycles
• Monitoring / asset management

- Drive service and aftermarket revenue growth (maintenance, replacement cycles, fleet management)

Cross-Functional Collaboration

- Act as the commercial interface to Australian manufacturing operations:

• Operations / Supply Chain (inventory, lead times, project delivery)
• Align demand forecasting with production planning
• Service teams (aftermarket support and contracts)
• Marketing (campaigns, product positioning, brand)
• Finance (forecasting, reporting, credit risk)
• Support capacity utilisation and product mix optimisation

- Provide market feedback into:

• Product development
• Engineering improvements

- Custom solutions

Aftermarket & Lifecycle Revenue Growth

- Drive high-margin recurring revenue through:

• Service contracts

• Preventative maintenance

• Battery replacement programs

• Fleet optimisation and charging solutions

- Increase customer lifetime value (CLV) across installed base

Market Positioning & Brand Leadership

- Strengthen positioning as a premium Australian supplier and manufacturer

- Support marketing in promoting:

• “Built in Australia” capability for Lead Acid Industrial Batteries

• Sustainability and recycling credentials

• Compliance with Australian standards

- Represent the company in industry forums and key customer engagements

Forecasting, Pipeline & Governance

- Deliver accurate forecasting aligned to production planning

- Maintain strong CRM discipline and pipeline visibility

- Lead structured tender processes for large national contracts

Safety, Compliance & ESG

- Champion safety across all customer interactions and site activities

- Ensure alignment with:

• Australian Standards (AS/NZS)

• Environmental and recycling regulations

- Support sustainability initiatives (battery lifecycle, recycling programs)

Key Performance Indicators (KPIs)

- Revenue growth (YoY)

- Gross margin % (primary metric vs revenue alone)

- Market share by segment

- Key account retention and growth

- Sales pipeline conversion rates

- Team performance and engagement

- Forecast accuracy

- Contracted revenue (multi-year agreements)

- Aftermarket / service revenue mix (%)

- Customer lifetime value (CLV) growth