Outside Automation Sales Specialist—Industrial Controls, Sensing & Safety

Company Description

Rexel is a world leader in the electrical distribution market, operating in 18 countries and leveraging a network of 1,950 branches and 27,000 employees. We provide innovative electrical solutions and equipment for the industrial, residential and commercial sectors. As the energy evolves, our business is transforming alongside it. This change is driven by our fresh thinkers, innovators and groundbreakers. By collaborating closely with our customers and partners, Rexel is dedicated to delivering exceptional value to our employees, customers and stakeholders alike.

Together we are building sustainable performance and shaping a better future.

Rexel Canada operates under six distinct banners:
Rexel Atlantic, Rexel Utility, Westburne, Nedco, LTL and Talley. Westburne is a leading Canadian provider of energy solutions, renewables, lighting, wire & cable, automation, and connected network solutions.

Reporting to the Regional Automation Manager, the Outside Automation Sales Specialist – Industrial Controls, Sensing and Safety will be responsible for driving revenue growth for Industrial Controls, Safety and Sensing Products and solutions from Rockwell Automation (Allen‑Bradley). This quota‑bearing role requires a blend of deep technical knowledge, consultative selling skills, territory account knowledge, and a proven success converting technical opportunities into closed sales across the assigned region.

• Sales and territory development.
• Own sales targets and deliverables for IC, Sensing, Safety and associated services within Northern Ontario Region; develop and execute a territory sales plan to meet or exceed quota.
• Build, qualify, and manage a predictable opportunity pipeline using CRM; forecast sales, report progress, and adjust tactics to achieve revenue and margin goals.
• Actively pursue new business through prospecting, cold outreach, lead follow‑up, channel partner engagement, and relationship development with end users, OEMs, and system integrators.
• Prepare and present commercial proposals, technical quotes, and accurate Bills of Materials (BOMs); negotiate pricing, terms, and scope to close business while protecting margin.
• Coordinate cross‑functional pre‑sales and post‑sales activities with internal sales teams, product specialists, supply chain, and Rockwell Automation to ensure successful project delivery and customer satisfaction.
• Run targeted sales campaigns, customer workshops, and executive briefings to accelerate decision cycles and drive product/software adoption.
• Upsell and cross‑sell complementary products and services (e.g., drives, condition monitoring, system integration, training, maintenance) to increase average deal size and lifetime customer value.
• Implement competitive strategies and win‑loss tactics to defend and grow market share in manufacturing, water/wastewater, food & beverage, mining, infrastructure and other verticals.
• Act as the lead technical resource for IC, Sensing and Safety sales: assess customer control‑system requirements, as well reviewing migration opportunities.
• Provide pre‑sales technical consulting and solution demonstrations, including hands‑on examples and labs.
• Lead control‑system migration and retrofit initiatives: assess legacy environments, develop migration strategies, estimate costs and downtime, and recommend phased implementations that align with customers’ operational objectives.
• Maintain current knowledge of Rockwell product roadmaps, firmware updates, licensing models, and partner integrations.
• Responsible for monthly and quarterly sales forecasting accuracy, pipeline velocity, close rate, average deal size, and margin targets.
• Drive measurable growth in installed base conversions, service agreements, and project-based revenues.
• Track and improve customer retention, net new logos, and territory market share.

• Diploma or degree in Electrical, Electronic, Control Systems, or Automation Technology from a recognized institution.
• Minimum of two years’ experience with technical product sales or sales engineering (Rockwell experience preferred).
• Practical experience with Rockwell…