Lincoln Electric is a high-performance industrial machinery and technology leader who helps customers manufacture and maintain vital equipment and infrastructure. Lincoln Electric’s innovative solutions enable higher quality and productivity across a variety of processes including welding, cutting, brazing, machining, process automation, and field repair. The Company leverages proprietary technologies and expertise in materials science, power electronics, automation, and intelligent software to help customers build better and achieve resilience in their operations. Headquartered in Cleveland, Ohio, Lincoln Electric is the essential ‘Linc’ that keeps the economy running. The Company operates 71 manufacturing and automation facilities across 20 countries and serves customers in over 160 countries. For more information about Lincoln Electric and its products and services, visit the Company’s website at https://www.lincolnelectric.com.
Location: Malaga - AU32
Req ID: 29902
The Commercial Director owns ASI's commercial strategy and revenue growth agenda — leading the Sales team, setting objectives to execute the strategy for contracts, growing market share and diversifying into new commodities and markets.
Commercial Strategy & Growth
- Set and execute ASI's commercial strategy in line with the GM's growth priorities.
- Identify and prioritize growth opportunities in commodities, geography, and industry segments; building a business case for entry into each.
- Collaborate with Lincoln Electric resources to update and create necessary marketing material for ASI Sales team.
Sales Leadership
- Own and lead the Sales team, including target-setting, coaching, and performance management.
- Personally manage relationships with ASI's key strategic accounts.
- Build and maintain a sales pipeline spanning both existing accounts and new-market opportunities.
Pricing & Commercial Terms
- Provide market guidance for pricing strategy across product lines and customer segments.
- Lead negotiation of major customer and distributor contracts.
- Balance margin protection with competitive market positioning.
Distributor & Channel Management
- Develop and manage intermediaries and distributor relationships across the APAC region.
- Evaluate channel effectiveness and identify expansion opportunities into new geographies or segments.
Market & Competitive Intelligence
- Monitor competitor activity and market trends in wear plate and abrasion-resistant steel solutions.
- Provide market input to the R&D/Metallurgy function to inform product development priorities.
Cross-Functional Collaboration
- Partner closely with the Ops Director to ensure commercial commitments align with production capacity and lead times.
- Work with the Business Integration & Improvement function to resolve the current Sales–Operations collaboration gap.
- Collaborate with FP&A on revenue forecasting and budgeting.
Leadership & Reporting
- Sit on ASI's leadership team, reporting directly to the GM.
- Provide regular commercial performance reporting — pipeline, revenue, and margin — to the GM and Lincoln Electric stakeholders as required
- 10+ years commercial or sales leadership experience within industrial, mining services, steel, or heavy equipment sectors.
- Demonstrated track record in both key account management and new business development.
- Experience managing intermediaries and distributor or channel networks, ideally across the APAC region.
- Strong negotiation and commercial contract management skills.
- Proven ability to work cross-functionally with Operations, ideally within a post-acquisition or integration environment.
- Bachelor's degree in business, engineering, or a related field; MBA highly regarded.
Alloy Steel International (ASI) – a Lincoln Electric Company is proudly a leading Western Australia based manufacturer of premium and proprietary asset protection products and services. With over 30 years of experience, ASI is a vertically integrated locally based business which provides the mining and resources industry with solutions specifically designed to meet and exceed our customer’s distinctive needs. ASI’s purpose is to be the global leader and provider of manufactured wear products and solutions to customers seeking high quality and reliable products - on-time every time.
As a subsidiary of the Lincoln Electric Company, ASI is part of a global Fortune 1000 company which has success and heritage spanning over a century. ASI and Lincoln Electric values integrity, customer focus and continuous improvement, creating an environment where talented professionals can thrive.”
Lincoln Electric is an Equal Opportunity Employer. We are committed to promoting equal employment opportunity for applicants, without regard to their race, color, national origin, religion, sex (including pregnancy, childbirth, or related medical conditions, including, but not limited to, lactation), sexual orientation, gender identity, age, veteran status, disability, genetic information, and any other category protected by federal, state, or local law.
