Company Overview
IRONCLAD, powered by Mersino, is a national provider of liquid storage, dewatering, and environmental rental solutions serving the energy, industrial, petrochemical, and construction markets. Formed through the merger of Ironclad Environmental and Mersino Dewatering, the combined company operates a multi-branch network across Texas, Louisiana, California, the Upper Midwest, and other key industrial regions, delivering rental fleet, engineered water management, and liquid containment solutions to customers who depend on uptime, safety, and technical expertise.
Position Summary
The VP of Regional Sales leads the Regional Sales Managers and the field sales organization across an assigned multi-branch territory, driving new account acquisition, account retention, and profitable revenue growth. This role provides direct leadership and coaching to the Regional Sales Managers, ensuring consistent execution of the company's commercial KPI framework, pricing discipline, and customer relationship management across every branch in the region.
This role is the field-execution counterpart to Commercial Excellence: it takes the frameworks, pricing guardrails, and KPI cadences built centrally and drives them into daily rep behavior and results across the region.
Key Responsibilities
Sales Leadership & Execution (35%)
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Lead, coach, and develop Regional Sales Managers and field-based sales representatives across an assigned multi-branch territory.
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Drive disciplined execution of weekly leading-indicator KPIs (new accounts, quotes, reservations, contract starts, pricing) and monthly outcome KPIs (active accounts, fleet on rent, budget attainment).
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Own regional revenue targets and forecast-to-budget performance; partner with Commercial Excellence on forecasting and pipeline reviews.
Account Management & Growth (25%)
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Oversee account health across the region — new account development, active account retention, and win-back of dormant or declining accounts.
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Personally engage with national/strategic leaders and account teams and escalated customer relationships within the region.
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Ensure disciplined rep use of CRM and quoting tools for pipeline visibility and opportunity tracking.
Pricing Discipline (15%)
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Ensure reps operate within approved pricing floor/target guidelines and tiered approval thresholds.
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Partner with Commercial Excellence to address rate erosion and reinforce pricing training adoption in the field.
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Review and approve exception pricing (e.g., rate cuts, emergency/911 deals) within delegated authority.
Branch & Cross-Functional Coordination (15%)
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Partner with Area Managers and branch operations to align sales activity with equipment availability, fleet utilization, and service capacity.
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Support inter-branch re-rent and equipment-sharing processes to maximize fleet utilization and margin capture.
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Collaborate with Commercial Excellence on commission plan administration and dispute resolution within the region.
Talent Development (10%)
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Recruit, hire, and develop branch sales talent; build bench strength and succession plans across the region.
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Conduct regular field ride-alongs, account reviews, and performance coaching consistent with the company's coaching cadence framework.
Qualifications
- Bachelor's degree in business, Sales, Marketing, or a related field.
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10+ years of B2B sales experience, including 3+ years in a sales leadership role managing multiple locations or territories.
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Experience in industrial services, equipment rental, environmental services, energy, or related sectors strongly preferred.
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Track record of achieving revenue growth and budget attainment across a multi-location sales team.
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Strong understanding of pricing discipline, CRM pipeline management, and KPI-driven sales coaching.
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Willingness and ability to travel extensively across the assigned region.
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Prior experience integrating sales teams following a merger or acquisition is a plus.
Success Metrics
Performance in this role will be measured against:
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Regional revenue attainment vs. budget/forecast
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New account growth and active account retention rate
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Reduction in dormant/declining account count within the region
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Rep-level pricing vs. floor compliance
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Rep quota attainment and coaching cadence completion
Tool & Systems
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NetSuite, Sigma reporting, CRM/quoting tools, and Microsoft Excel
