How to recruit a Sales and Marketing Director in Manufacturing

Overview

Hiring a Sales and Marketing Director in high-value B2B industries, such as manufacturing or capital equipment, is a pivotal decision that can redefine the success trajectory of your organisation. This role requires a seasoned professional capable of leading sales transformations, managing high-performing teams, and aligning marketing strategies to deliver measurable business growth.

This guide serves as a blueprint for organisations seeking to hire the right talent for this critical leadership role. It explains the key competencies, responsibilities, and qualities to look for in candidates, as well as hiring tips tailored to high-stakes B2B environments like industrial equipment manufacturing, print technologies, and engineering solutions.

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Why This Role is Critical

A skilled Sales and Marketing Director can:

• Spearhead growth initiatives by developing scalable, customer-focused sales processes.
• Align sales strategies with evolving market trends and technological innovations.
• Drive operational efficiency by introducing tools like CRMs, performance analytics, and automated pipeline management.
• Build and maintain a dynamic sales team ready to meet the unique demands of B2B customers.
• Elevate the company’s brand presence through integrated marketing campaigns targeted at high-value buyers.

In industries such as manufacturing, print technologies, and capital equipment, where sales cycles are long, products are technical, and competition is fierce, the impact of strong sales and marketing leadership cannot be overstated.

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Key Responsibilities of a Sales and Marketing Director

1. Sales Strategy and Execution

• Develop and execute an overarching sales strategy to increase revenue and profitability.
• Identify and expand into new markets while maintaining relationships in existing sectors.
• Implement data-driven sales tools to track performance and optimise results.

2. Team Leadership and Development

• Build, lead, and motivate a high-performing sales and marketing team.
• Foster a feedback-oriented culture where achievements are recognised, and development is prioritised.
• Mentor team members in consultative selling techniques specific to high-value B2B environments.

3. Customer-Centric Selling

• Position solutions based on customer challenges, particularly in complex industries like packaging, printing, and engineering.
• Establish long-term relationships with customers, focusing on bespoke solutions that add measurable value.

4. Marketing Oversight

• Ensure alignment between sales and marketing initiatives to create a consistent buyer journey.
• Oversee demand generation efforts including lead generation, brand campaigns, market research, and competitor analysis.
• Optimise the company’s presence on industry-relevant platforms and channels to amplify visibility.

5. Cross-Functional Collaboration

• Partner with engineering, product management, and customer service teams to deliver seamless, end-to-end customer experiences.
• Work alongside the Managing Director and other senior leaders to align departmental goals with business objectives.

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Key Skills and Expertise to Look For

A Sales and Marketing Director in this industry should bring:

Experience

• Proven track record in senior leadership roles focused on high-value capital equipment or industrial/B2B sales.
• Background in strategic sales transformations, including CRM implementation and operational scaling.
• Demonstrable success in growing revenue, improving retention, and driving cultural change within teams.

Leadership Skills

• The ability to inspire and guide teams through operational and cultural change.
• Strong interpersonal skills to foster collaboration across departments.
• A focus on continuous improvement, with a history of creating development opportunities for direct reports.

B2B Sales Expertise

• Deep understanding of consultative, solution-based sales approaches in a high-value, long-cycle environment.
• Familiarity with the challenges of selling capital equipment or technical solutions requiring customisation.
• Expertise in building scalable sales processes while maintaining flexibility for bespoke client needs.

Marketing Knowledge

• Competence in integrated marketing strategies, including lead generation, branding, and market analysis.
• Ability to oversee campaigns aimed at industrial buyers and decision-makers.
• Understanding of digital marketing techniques and their role in bolstering sales efforts.

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Tips to Hire the Right Candidate

1. Define Success Metrics in Advance

Be clear about what success looks like in this role. Is it revenue growth, pipeline expansion, or an increase in customer retention? Setting clear Key Performance Indicators (KPIs) can help candidates align their vision with the company’s priorities.

2. Look for Visionary Leadership

Candidates who succeed in this role are not only operationally strong but also strategic thinkers who can innovate within traditional industries. Look for individuals with a proven ability to challenge the status quo and identify growth opportunities.

3. Evaluate Industry Knowledge (But Don’t Restrict It)

While industry-specific knowledge (e.g., printing, packaging, or engineering) can be beneficial, focus on leadership ability and skill adaptability. A strong candidate should be able to grasp industry nuances quickly, even if they haven’t worked in the exact sector before.

4. Assess Skills in Driving Change

The right candidate should have a history of successfully leading teams through operational and cultural change. Look for examples of how they motivated teams, introduced new tools/processes, and aligned sales with broader business priorities.

5. Gauge Marketing Alignment

Ensure the candidate understands the interdependence of sales and marketing in modern B2B industries. Enquire about their experience in aligning marketing efforts with sales goals and driving integrated campaigns.

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Sample Interview Questions

1. “Describe a time when you transformed an underperforming sales team. How did you approach leadership, motivation, and process improvements?”
2. “What tools and systems have you introduced to improve sales performance in your previous roles?”
3. “How do you approach consultative selling in a high-value B2B context? Can you provide a specific example of a successful solution-based sale?”
4. “Tell us about a time you collaborated with marketing to deliver a unified strategy. How did this impact lead generation or brand visibility?”
5. “What processes or technologies do you consider essential for managing long sales cycles or complex customer requirements?”

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Salary Expectations and Industry Trends

In the UK, a senior Sales and Marketing Director in high-value B2B industries can expect:

• Base Salary: £90,000–£150,000 depending on company sise and scope of responsibilities.
• Performance Bonuses: Many roles offer additional performance-based incentives tied to revenue, profitability, or customer retention targets.
• Future Outlook: With increasing demand for hybrid solutions and customer-focused innovation in industries like packaging and printing, candidates with expertise in these areas will see rising opportunities in leadership roles.

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Final Thoughts

Hiring the right Sales and Marketing Director in high-value B2B or industrial markets is an investment, one that pays long-term dividends when combined with the right vision and leadership.

Whether you’re driving growth, restructuring your sales strategy, or building a cross-functional team, finding a director who matches your business’s ambitions is key. Take the time to assess candidates holistically—prioritising leadership qualities, B2B expertise, and proven success in dealing with complex challenges.

When done right, this hire will not only deliver measurable revenue growth but also embed lasting change in your organisation’s culture and approach to market leaders

Why Partner with Executive Headhunters Ltd

✅ Decades of expertise in recruiting senior marketing leaders
✅ Access to an extensive network of proven Sales and Marketing Directors across sectors
✅ Bespoke search strategies tailored to your growth objectives
✅ Confidential and discreet approach to secure top-tier talent

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Ready to hire your next Sales and Marketing Director?
📧 Email: info@executiveheadhunters.co.uk
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