Role Overview for VP, Sales & Marketing with an Industrial Equipment Co. – Milwaukee, WI
JRG Partners is proud to partner with a premier, forward-thinking industrial equipment manufacturer based in the vibrant heart of Milwaukee, WI. Our client is a recognized leader in designing, engineering, and producing high-performance machinery for a global B2B clientele. With a rich history of innovation, a commitment to quality, and a culture of excellence, they are poised for an unprecedented phase of strategic growth. To spearhead this expansion, we are seeking a visionary and results-driven Vice President of Sales & Marketing to join their executive leadership team.
This is a pivotal, high-impact role reporting directly to the Chief Executive Officer. The VP of Sales & Marketing will be the chief architect of the company’s entire commercial strategy, holding ultimate responsibility for driving profitable revenue growth, expanding domestic and international market share, and enhancing brand equity.
You will provide unified, strategic leadership to both the sales and marketing departments, fostering a culture of collaboration, data-driven decision-making, accountability, and continuous improvement. The ideal candidate is a master strategist and an inspirational leader, capable of translating complex market insights into actionable plans that deliver tangible, measurable results.
You will be instrumental in shaping the company’s future, ensuring its continued dominance in a competitive landscape by staying ahead of industry trends as identified by leading organizations like the Association of Equipment Manufacturers. This role requires a dynamic individual who can balance long-term strategic planning with the hands-on execution needed to achieve ambitious sales targets. You will be the commercial voice of the company, representing the brand to key clients, strategic partners, and the industry at large.
Key Responsibilities of VP, Sales & Marketing with an Industrial Equipment Co. – Milwaukee, WI
The VP of Sales & Marketing will have a broad and challenging mandate, encompassing strategic leadership, team development, and operational excellence. Key responsibilities include:
Strategic Planning & Executive Leadership
- Develop, articulate, and execute a cohesive, multi-year sales and marketing strategy that is directly aligned with the company’s overall objectives for growth and profitability.
- Serve as a key member of the executive leadership team, providing critical commercial insights and contributing to the overall strategic direction and policy-making of the company.
- Conduct in-depth market analysis, competitor assessments, and customer segmentation research to identify, evaluate, and capitalize on new market opportunities and mitigate potential threats.
- Establish ambitious yet achievable goals for revenue, profit margins, and market share, and create a clear roadmap for achieving them.
- Champion a customer-centric culture throughout the organization, ensuring the voice of the customer is integral to all strategic decisions.
Sales Department Leadership & Management
- Lead, mentor, and develop a high-performing national and international sales team, including regional managers, account executives, and inside sales representatives.
- Establish a culture of success, accountability, professional growth, and proactive problem-solving within the sales organization.
- Define, implement, and continuously optimize the entire sales process, from lead generation and qualification to proposal, negotiation, and closing, ensuring maximum efficiency and effectiveness.
- Implement and manage a robust sales pipeline and forecasting methodology to provide accurate and reliable revenue projections.
- Oversee the development and management of key customer accounts and strategic channel partnerships to drive long-term value and loyalty.
- Design and implement effective sales compensation plans, quotas, and incentive programs that motivate the team and align their performance with company goals.
Marketing Department Leadership & Management
- Direct all marketing functions to build a powerful, consistent, and differentiated brand presence in the global marketplace.
- Oversee the development and execution of innovative, integrated marketing campaigns across multiple channels to generate qualified leads and build the sales pipeline.
- Lead the company’s digital marketing strategy, including Search Engine Optimization (SEO), Search Engine Marketing (SEM), content marketing, email marketing, social media, and marketing automation.
- Manage all product marketing efforts, including new product launches, market positioning, competitive analysis, and the creation of compelling sales enablement materials (e.g., case studies, white papers, presentations).
- Direct public relations, media outreach, and corporate communications to enhance the company’s reputation as an industry leader and innovator.
- Plan and manage the company’s presence and participation in key industry trade shows, conferences, and events to maximize brand exposure and lead generation.
Operational & Financial Management
- Develop and manage the annual sales and marketing budgets, ensuring optimal allocation of resources and a strong, measurable return on investment (ROI).
- Assume full P&L responsibility for the sales and marketing functions, closely monitoring key performance indicators (KPIs) and financial metrics.
- Leverage CRM (e.g., Salesforce) and other technology platforms to track performance, manage customer relationships, and generate actionable business intelligence.
- Prepare and present regular, detailed reports on sales performance, marketing effectiveness, pipeline status, and market trends to the CEO, executive team, and Board of Directors.
Requirements for the VP, Sales & Marketing with an Industrial Equipment Co. – Milwaukee, WI
We are seeking a seasoned executive with a deep understanding of the industrial B2B landscape and a proven history of building and leading successful commercial teams.
Experience & Professional Background
- A minimum of 15 years of progressive experience in sales and marketing, with at least 7 years in a senior leadership capacity (e.g., VP, Senior Director) overseeing both functions.
- A demonstrable track record of success within the industrial equipment, heavy machinery, capital equipment, or a closely related B2B manufacturing sector is essential for this role.
- Proven experience developing and executing commercial strategies that have resulted in significant, sustainable, and profitable revenue growth.
- Experience managing both direct sales teams and indirect channel partners is highly desirable.
- Prior experience working within a private equity-backed or similarly fast-paced, growth-oriented environment is a plus.
Education & Credentials
- A Bachelor’s degree in Business Administration, Marketing, Engineering, or a related field is required.
- A Master of Business Administration (MBA) or other relevant advanced degree is strongly preferred.
Skills & Core Competencies
Exceptional Leadership
The ability to inspire, motivate, and mentor a diverse, high-caliber team towards achieving ambitious goals.
Strategic Acumen
The capacity to think strategically, anticipate future market trends, and create a long-term vision for commercial success.
Financial Acumen
Strong command of budgeting, forecasting, P&L management, and data analysis to make informed business decisions.
Technical Proficiency
Expertise in modern CRM systems (Salesforce preferred) and marketing automation tools (e.g., HubSpot, Marketo, Pardot).
Communication Excellence
Outstanding written, verbal, and presentation skills, with the ability to influence and build consensus among stakeholders at all levels.
Negotiation Skills
A master negotiator with a history of closing complex, high-value, multi-year contracts.
Travel
Willingness and ability to travel domestically and internationally as needed to meet with customers, partners, and team members (approximately 25-30%).
Benefits & Perks Offered
We believe that attracting and retaining top-tier talent requires a holistic and highly competitive approach. Our client offers a comprehensive executive benefits package designed to support the financial, physical, and professional well-being of their leadership team. This includes:
Executive Compensation Package
A highly competitive base salary complemented by a significant performance-based annual bonus and the potential for long-term incentives or equity participation.
Comprehensive Health & Wellness Coverage
Premier medical, dental, and vision insurance plans for you and your eligible dependents, along with wellness programs.
Retirement Savings Plan
A robust 401(k) plan with a generous company match to help you achieve your long-term financial goals.
Work-Life Balance
A generous paid time off (PTO) policy, including vacation, sick days, and paid company holidays, to ensure you have time to recharge.
Professional Growth & Development
A dedicated budget for continuous learning, executive coaching, industry conferences, and other professional development opportunities.
Relocation Support
A comprehensive relocation package is available for the ideal candidate to facilitate a smooth transition to the Milwaukee area.
Impactful Company Culture
The opportunity to make a significant, visible impact within a collaborative, innovative, and results-oriented work environment.
How to Apply
This is a unique and compelling opportunity to shape the commercial future of an established industry leader on a trajectory for significant growth. If you are a visionary sales and marketing executive with a passion for the industrial equipment sector and a proven ability to drive transformative growth, we strongly encourage you to apply.
JRG Partners is managing this exclusive and confidential search on behalf of our client. To be considered for this pivotal leadership role, please submit your confidential resume and a compelling cover letter outlining your relevant qualifications and career achievements. For a confidential discussion or to explore other executive opportunities within our network, we invite you to learn more about our Industrial & Manufacturing executive search practice. We appreciate your interest and look forward to connecting with you.
