Automation Sales Manager Detroit Lansing Grand Rapids, MI

Formic is on a mission to reshape American manufacturing by making automation accessible to every factory. As labor constraints rise, costs increase, and global competition intensifies, automation is no longer optional for manufacturers that want to stay competitive.

We deliver automation through a Robotics-as-a-Service model that combines industrial robotics, proprietary software, and full-service support into a single, integrated solution. By removing the traditional barriers of cost, complexity, and risk, we enable manufacturers to deploy automation quickly and realize measurable gains in throughput, safety, and operational efficiency without large upfront capital investment.

Backed by leading investors including Lux Capital, Initialized Capital, Blackhorn Ventures, and Mitsubishi HC Capital North America, Formic is scaling rapidly and building the foundation for a new era of high-performance, Made in America production.

About the team:

Formic’s Sales team is a high-energy group of industry experts focused on driving adoption of automation across SMB and mid-market manufacturing. You’ll partner cross-functionally to build territory plans, educate manufacturing leaders, and grow pipeline through strategic outreach and consultative selling.

About the role:

As an Automation Sales Manager, you will play a pivotal role in driving revenue growth and market expansion in the region. You will be responsible for developing and implementing strategic sales plans, intimately understanding the local manufacturing industry, and cultivating strong relationships with key customers and partners. You’ll evaluate customer requirements for automation projects, work with the Engineering / Solutions team to develop concepts, and negotiate pricing and terms with end‑users.

This is an individual contributor role, accountable for owning growth in your territory (this is not a people manager position).

If you’re motivated to make a real impact on customers’ lives and businesses; drive Formic’s mission to revolutionize the manufacturing industry; and accelerate your career and compensation… we want to get to know you!

In this role you will:

• Own and execute a regional territory strategy to drive pipeline growth and revenue attainment
• Generate and qualify new business opportunities within SMB and mid-market manufacturing accounts
• Lead consultative discovery conversations and on-site visits with manufacturing decision makers
• Develop tailored automation solutions in partnership with Solutions and Engineering teams
• Advance opportunities through the full sales cycle from prospecting to contract execution
• Build and maintain executive-level relationships across plant, operations, and ownership stakeholders
• Represent Formic at industry events and trade shows to expand market presence
• Maintain accurate CRM data, pipeline coverage, and forecast visibility
• Analyze regional manufacturing trends, competitor activity, and buyer dynamics to refine territory strategy

What makes you a great fit:

• Proven success in full-cycle B2B sales with consistent revenue attainment
• Experience owning and growing a geographic territory independently
• Demonstrated ability to build pipeline proactively in new or under-penetrated markets
• Strong understanding of manufacturing operations and industrial buying processes
• Ability to navigate multi-stakeholder buying committees and technical decision makers
• Analytical mindset with the ability to quantify value and communicate ROI clearly
• Proficiency in Salesforce or comparable CRM systems
• Willingness and ability to travel up to approximately 75% within your assigned region
• Comfort operating in a fast-growth environment with evolving processes and priorities

At Formic, we believe people do their best work when they feel supported both professionally and personally. That’s why we offer a comprehensive benefits and perks package for full-time, U.S.

-based team members, including:

• Equity in Formic: Participate in our stock option program and share in the success of a fast-growing start-up backed by leading global investors
• Competitive and Uncapped Commission Structure
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  Commission plans are provided upon onboarding for commission-eligible…