Area Sales Manager - Benelux

TOMRA Food is a multi-national organisation and a leading provider of sensor based sorting and processing technology for the fresh and processed food industries. Developing state-of-the-art technologies, optimising customers' production flow, and helping to deliver consistent high quality output have been our strength

At TOMRA, we want people to innovate, show passion in their work and be responsible. We encourage the freedom to innovate and take risks that result in breakthroughs that challenge the status quo. We value passion that focuses and commits to meeting success. We believe in a responsible and safe mindset that takes care of our customers, products, and fellow employees. 

Join the resource revolution!

We are looking for a driven and customer-focused Area Sales Manager to lead sales growth within the Benelux area. This is a remote role with the preference for candidates based in Leuven, Belgium.

You will be responsible for managing all or part of a country within a defined market segment. Your focus will be on developing strong customer relationships, identifying new business opportunities, and delivering tailored solutions to meet customer needs while achieving ambitious commercial targets.

You will work closely with line integrators, internal sales teams, and technical stakeholders to build a strong sales pipeline and convert opportunities into long-term partnerships.

As the Area Sales Manager, you will:

• Know your market potential and market share.
• Be responsible for acquiring business in your market.
• Visit customers regularly and stay on top of what is happening in your market.
• Be a valued partner to customers, using a consultative sales approach to map their needs and find the right solutions.
• Plan, research, and educate yourself on TOMRA technology, competition, category trends, and customer value.
• Work proactively and in a structured way with sales planning.
• Create opportunities and maintain a strong pipeline of projects.
• Convert potential into confirmed orders.
• Ensure good-quality handover to Sales Admin and CPM.
• Position TOMRA and drive customer satisfaction.
• Organise promotion activities in your area, such as Demos, Demo Weeks, Open Days, TOMRA Talks, Reference Visits, and Webinars.
• Involve Presales Engineering and ensure full transfer of product and process information from customers.
• Work with Sales Plans, and Pipeline Management tools.

Key Responsibilities:

Drive Sales Growth & Business Development:

• Identify, develop and convert new business opportunities within your assigned territory.
• Build and maintain a strong pipeline of projects and sales opportunities.
• Manage the full sales cycle, from prospecting through to order closure.
• Take ownership of commercial targets and consistently deliver results.
• Monitor market potential, customer activity, and market share trends.
• Stay informed on industry developments, customer challenges, competitor activity, and TOMRA technologies.

Customer Relationship Management:

• Develop trusted, long-term relationships with customers and partners.
• Use a consultative sales approach to understand customer needs and recommend the most suitable solutions.
• Conduct regular customer visits and remain highly visible in the market.
• Ensure excellent customer experience and satisfaction throughout the sales journey.
• Lead customer demonstrations, reference visits, webinars, and promotional events.

Collaboration & Internal Stakeholder Management:

• Work closely with the wider TOMRA sales organisation, service teams, Sales Admin, CPM, and Presales Engineering.
• Ensure high-quality handover of customer and project information.
• Align local sales strategy with the Business Unit Sales Manager.
• Support internal customer visits, reporting, and commercial documentation.
• Provide structured feedback from the market to internal teams.

Health, Safety & Compliance:

• Maintain full compliance with TOMRA Safe standards and legal obligations.
• Adhere to company policies, quality standards, and code of conduct.

About You:

We are looking for a highly motivated sales professional who combines commercial drive with strong relationship-building skills.

Experience & Skills:

• Higher qualification in technical, commercial, or industrial engineering.
• 5+ years’ experience in sales, ideally within large capital equipment.
• Strong background within the food industry.
• Proven success managing long sales cycles and closing high-value deals.
• Experience working with consultative and solution-based sales methodologies.
• Strong commercial acumen and market awareness.
• Excellent communication and stakeholder management skills.
• Highly structured, analytical, and proactive approach to sales planning.
• Proficiency in English and French.
• Comfortable working independently in a remote role, with on-site presence up to 2 days per week.
• Willingness to travel up to 50%.

How to Apply:

If this sounds like you, we would love to hear from you! All applications will be managed in the strictest confidence.

TOMRA is proud to be an Equal Opportunity Employer and provides equal employment opportunities to all employees and applicants regardless of race, colour, religion, gender, gender identity, age, national origin, disability, parental or pregnancy status, marriage and civil partnership, sexual orientation, veteran status, or any other characteristics. Reasonable accommodations will be made and will be provided as requested by candidates taking part in all aspects of the selection process.