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About the Role
We are seeking an ambitious and commercially driven Sales Manager to launch our first US edition of the industrial automation trade show, all about automation Detroit. This is a unique opportunity to build a new event and customer community from the ground up in a key manufacturing market.
Responsibilities
- Take ownership of building and converting a substantial new-business pipeline for the launch of all about automation Detroit.
- Identify, research and engage prospective exhibitors across industrial automation, robotics, engineering, digitalisation, and advanced manufacturing markets.
- Proactively generate leads through outbound calling, email, LinkedIn, market research, referrals, competitive events, and industry networking.
- Map the US automation ecosystem and identify key players for event representation.
- Identify relevant decision-makers and develop relationships within target organizations.
- Maintain a consistently high level of outbound sales activity and prospect engagement.
- Manage prospects through the complete sales cycle, from initial contact to close.
- Build urgency around participation in the inaugural Detroit edition and convert prospects into founding exhibitors.
- Consistently work towards and exceed individual revenue, exhibitor, and activity targets.
- Become an expert in the all about automation proposition and communicate the rationale for the US launch.
- Develop a compelling sales story for the Detroit launch, articulating the commercial opportunity for exhibitors.
- Use the track record of the European series to build credibility with US prospects.
- Understand the characteristics of the Detroit and wider Midwest manufacturing market.
- Gather market intelligence from customers and prospects and feed it back into the event strategy.
- Identify potential barriers to participation and work creatively to overcome them.
- Help establish all about automation as a credible new meeting place for the US automation and manufacturing community.
- Take full ownership of your sales pipeline, ensuring sufficient volume and quality of opportunities.
- Maintain accurate and up-to-date CRM records.
- Forecast revenue accurately and proactively identify gaps against target.
- Prioritize opportunities effectively and maintain momentum across a high volume of prospects.
- Use data and conversion metrics to understand performance and continuously improve sales activity.
- Negotiate confidently and commercially while protecting the value of the event proposition.
- Work independently and use initiative to identify new routes to market and opportunities for growth.
- Regularly work US-aligned hours to ensure effective contact with prospects, customers, and partners.
- Travel to the United States as required for customer meetings, industry events, and the show.
- Attend relevant US automation, robotics, engineering, and manufacturing trade shows and industry events.
- Proactively approach and pitch prospective exhibitors face-to-face at competitive and complementary events.
- Represent all about automation professionally and confidently as an ambassador for the brand in the US market.
- Build a strong personal network within the US industrial automation and manufacturing community.
- Attend and play an active commercial role onsite at the launch of all about automation Detroit.
- Visit established all about automation events in Europe to deepen product knowledge and meet existing exhibitors.
- Work closely with the wider all about automation and Easyfairs teams to deliver a successful US launch.
- Collaborate with marketing to identify target audiences, develop campaigns, and generate sales opportunities.
- Share customer feedback and market intelligence to help shape messaging and strategy.
- Work with operations and customer success teams to ensure a smooth exhibitor journey.
- Build strong working relationships with colleagues across international Easyfairs teams.
- Take personal ownership for the success of the launch and contribute beyond the immediate sales remit.
Requirements
- 3–4+ years' experience in B2B sales, with a demonstrable track record of developing pipeline and securing new business.
- Proven experience of proactive outbound prospecting and generating your own sales opportunities.
- A strong "hunter" mentality and evidence of successfully opening doors with new customers.
- Demonstrable track record of achieving or exceeding individual revenue targets.
- Experience managing a complete sales cycle from initial prospecting and qualification through to negotiation and close.
- Strong pipeline management skills with the discipline to maintain accurate CRM records and forecasts.
- Highly self-motivated and able to work independently, use initiative and take ownership of commercial results.
- Resilient and comfortable working in an environment where persistence, experimentation, and repeated prospecting are essential to success.
- Strong communication, presentation, influencing, and negotiation skills.
- Confident speaking to senior decision-makers and able to adapt your approach to different customer types and levels of seniority.
- Able to understand a market quickly and translate customer needs into a persuasive commercial proposition.
- Comfortable pitching and prospecting face-to-face at trade shows, conferences, and other industry events.
- Willing and able to regularly work US-aligned hours, including approximately 11am–7pm or 12pm–8pm on two to three days per week, with additional flexibility when required.
- Willing and able to travel to the United States as required for customer meetings, industry and competitor events, networking, and the delivery of all about automation Detroit.
- Comfortable with international travel and spending periods away from home where required by the role.
- Comfortable working in a fast-paced, KPI and target-driven commercial environment.
- Previous experience working on the launch of a trade show, conference, exhibition, or other B2B commercial product is preferred.
- Experience selling exhibition space, sponsorship, conferences, media, advertising, or other B2B solutions is preferred.
- Experience selling into the US market or managing North American customers and prospects is preferred.
- Existing knowledge of industrial automation, robotics, manufacturing, engineering, industrial technology, or related markets is preferred.
- Experience selling to manufacturers, technology providers, systems integrators, distributors, or engineering businesses is preferred.
- An established network within the automation, robotics, or advanced manufacturing sectors would be advantageous.
- Experience attending competitor events specifically to prospect, network, and develop new business is preferred.
- Strong storytelling skills and the ability to sell the rationale and vision behind a launch rather than relying solely on an established product history is preferred.
- A mature, consultative sales style combined with the tenacity and pace required for high-volume new-business development is preferred.
- Experience working with international teams or across multiple markets is preferred.
- Strong CRM and sales reporting experience is preferred.
- Candidates without direct events-industry experience should still be considered where they can demonstrate exceptional new-business development skills, strong outbound prospecting experience, and the ability to sell complex B2B solutions into technical or professional markets.
Skills
- B2B Sales
- Pipeline Development
- New Business Acquisition
- Outbound Prospecting
- Lead Generation
- Sales Cycle Management
- Negotiation
- CRM Management
- Forecasting
- Communication
- Presentation
- Influencing
- Market Research
- Relationship Building
- Storytelling
- Consultative Sales
Location
- Twickenham TW1 3QS
Work Type
- Full-time
- Hybrid
Experience Level
- 3-4+ years' experience in B2B sales
Salary/Compensations
- Competitive base salary plus an industry-leading commission structure.
Benefits
- Birthday Day off
- Flexible working
- Hybrid working
- Enhanced family pay (maternity & paternity)
- Cycle to work scheme
- Interest free travel loans
- Free online academy for professional development and upskilling
- Specialist external performance coach services
- Employee assistance programme
- 24/7 access to virtual GP service
- Long service awards
- Pension
- Salary sacrifice option
- Life cover
- Group income protection
- Fully stocked beer & wine fridge in the office
- Regular company socials
About the Company
- all about automation is an established exhibition series dedicated to industrial automation, robotics and digitalisation, bringing together technology providers with automation users, engineers, manufacturers and decision-makers.
- The format is designed to make exhibiting straightforward and effective, with standardised booth packages, a clear exhibition layout and an emphasis on high-quality, direct conversations between exhibitors and industrial users.
- Established across multiple European locations, all about automation is now entering its next stage of international development, with its first US edition taking place in Detroit in October 2027.
- Detroit sits at the heart of one of America's most important manufacturing regions, with Michigan and the wider Midwest home to major automotive, machinery, plastics, electronics and advanced manufacturing industries.
- Easyfairs is a global event company based in Europe and the USA, organising and hosting over 200 events worldwide and managing eight venues.
- Our passion is to bring business communities and communities of interest together, aiming to 'easify' the life of our customers and increase their return on investment through all-in formulas, advanced technology, and a customer-centric approach.
- The Easyfairs Group employs over 1000 highly committed talents and has been recognised as Belgium's 'Entrepreneur of the Year®' in 2018 and a Deloitte 'Best Managed Company' for seven consecutive years (2019–25).
- The company is ranked 14th in the Stax list of the world's leading exhibition companies and was on the 'Sunday Times Best Place to Work' list in 2025 & 2026.
Equal Opportunity
- We understand that applicants can be put off applying for a job if they feel they don’t fit all of the requirements. If you're excited about working for us and have most of the skills and experience we're looking for, please go ahead and apply!
- Here at Easyfairs, we are passionate about the power of fostering a diverse, equitable and inclusive environment for our team to thrive in. We are proud to be an Equal Opportunity Employer.