Automotive Sales Specialist (Manitoba and Northern Ontario)

SureWerx is a leading manufacturer of innovative safety, tool and equipment products and solutions. Since 1957, we have been trusted to keep all who use our products safe in even the most challenging environments. Today, our growing family of world-leading brands serves customers and partners across the U.S., Canada, and Europe.

At SureWerx, you will have the opportunity to challenge yourself in a supportive, growth-oriented culture of industry leaders. You will help chart our future as we continue to expand into new products, services, and markets. And we will invest in your career development, enabling you to grow and succeed.

We are looking for a full-time Automotive Sales Specialist to join the SureWerx Sales team, supporting customers and distributor partners throughout Manitoba and Northern Ontario. Reporting to the Regional Sales Manager and receiving program direction from the Business Unit Leader, Auto Aftermarket & Heavy-Duty Truck, this position is responsible for driving sales growth, developing distributor relationships, creating end-user demand, executing and ensuring merchandising displays are professional and robust within the assigned territory. This role involves direct interaction with distributors, branch teams, and professional end users, as well as collaboration with internal Sales, Product Management, Marketing, Customer Service, and Operations teams.

The successful candidate must reside in Manitoba or Northern Ontario, in or near a major city with convenient airport access, to effectively support the territory. Candidates residing in remote locations will not be considered due to the travel requirements of the role. This is a travel-intensive position requiring regular travel throughout the assigned territory, including overnight travel of approximately 25-50%, depending on business needs and customer requirements.

Responsibilities

Territory Sales & Distributor Development

• Manage and grow a portfolio of automotive aftermarket distributors, branch locations, and independent customers, achieving territory sales, margin, and growth objectives.
• Develop strong relationships with distributor owners, branch managers, counter staff, outside sales representatives, and purchasing contacts.
• Execute structured territory and customer call plans focused on high-potential opportunities and underdeveloped accounts.
• Present new products, promotions, programs, and business-building solutions designed to increase sales and inventory productivity.
• Identify and secure new distribution opportunities within the territory.
• Conduct joint sales calls and business development activities with distributor sales teams.
  
  

End-User Demand Creation

• Call directly on automotive repair facilities, dealerships, collision centres, fleet maintenance operations, heavy-duty service locations, and other professional users.
• Conduct product demonstrations, training sessions, and hands-on presentations that showcase product features, applications, and value.
• Generate qualified sales opportunities and support distributors in converting opportunities into business.
• Lead product knowledge sessions, counter days, ride-alongs, customer events, and educational seminars.
• Gather and communicate market intelligence, customer feedback, competitive activity, and emerging opportunities.
  
  

Merchandising & In-Store Execution

• Review merchandisers to ensure they are professional, well-stocked, and brand-consistent displays within distributor locations.
• Analyze sales trends, inventory levels, assortment gaps, and product performance to identify growth opportunities.
• Support implementation of new product launches,
• Document merchandising activities, opportunities, and follow-up actions within CRM systems.
  
  

Customer Service & Account Support

• Partner with Inside Sales, Product Management, Marketing, Operations, Customer Service, and Strategic Account teams to resolve issues and execute customer programs.
• Support trade shows, customer events, distributor open houses, and local promotional activities.
• Maintain strong customer relationships while supporting national and strategic account initiatives.
  
  

Sales Planning & Reporting

• Maintain accurate and up-to-date CRM records, including customer visits, opportunities, pipeline activity, and action plans.
• Provide regular updates on territory activities, sales opportunities, and customer engagements.
• Manage travel and business expenses within company guidelines.
• Maintain a professional, field-ready vehicle and safely transport samples, displays, and demonstration materials.
• Perform other duties as assigned.
  
  

Skills & Qualifications

• 3-5 years of successful business-to-business sales experience within the automotive aftermarket, industrial distribution, tools, equipment, parts, or a related industry.
• Proven ability to develop distributor relationships, generate end-user demand, and manage a geographic sales territory.
• Knowledge of professional tools, shop equipment, lifting equipment, material handling products, or related categories is considered an asset.
• Experience conducting product demonstrations, training, and customer presentations.
• Strong communication, relationship-building, presentation, organizational, and problem-solving skills.
• Self-motivated with the ability to work independently in a fast-paced field sales environment.
• Proficiency with Microsoft 365 applications and CRM systems. Salesforce experience is an asset.
• Valid driver's licence with a clean driving record.
• Requirement to travel throughout Manitoba and Northern Ontario, including overnight travel as required.
• Must be comfortable driving a company vehicle, including vans used to support trade shows, customer events, merchandising activities, and product demonstrations.
• Absolutely committed to a customer service and safety first mindset.
  
  

SureWerx is committed to fostering equal opportunities, and to providing an inclusive and respectful working environment in which all employees can thrive. We aim to attract and retain a workforce that represents and celebrates the diverse communities we so proudly serve. We therefore encourage applications from women, LGBTQ+ people, Indigenous Peoples, people of colour, persons with disabilities, and people who are neuro diverse.

We thank all applicants for their interest in SureWerx, however, only those who qualify will be contacted.