Sales Leader – Fire, UK/CE in Manchester

Reports to: Sales Director EMEA

Imagine working at the forefront of innovation in fluid-flow technology, with over 1,400 colleagues across the globe, and contributing to a legacy of excellence that spans eight manufacturing facilities on four continents. Armstrong Fluid Technology is more than just a leader in our industry; we are a community of the brightest and most creative minds, driven by a shared mission to engineer the future and safeguard our planet. As part of our team, you will be immersed in an environment that fosters growth, creativity, and collaboration. Here, you will have the opportunity to push boundaries, tackle exciting challenges, and develop cutting-edge solutions that promote energy efficiency and reduce environmental impact. Every day offers the chance to make a meaningful contribution to a more sustainable future, driving innovations that help lower global carbon footprints. Together, we’re creating a legacy that goes beyond business—one that’s changing the world for the better.

This role will drive Armstrong’s commercial strategy and delivery across the UK/CE region by aligning global growth goals with local fire market dynamics, building a scalable go-to-market approach, strengthening strategic customer relationships, and ensuring effective sales execution in complex, regulated, and specification-driven markets. The role also leads all Fire Systems commercial activity across UK/CE, collaborating with global teams, supporting local sales leaders, engaging regulators and authorities, and reinforcing Armstrong’s position within fire protection and life safety sectors. Located in UK with 70% travel across UK/CE/MEA.

Key Accountabilities

• Strategic Leadership & Fire Market Transformation (UK/CE)
  • Define and execute the UK/CE Fire Systems commercial strategy aligned with global objectives and local regulatory frameworks.
  • Lead specification-led growth, strengthen Basis of Design (BOD) positioning, and develop lifecycle-based revenue models.
  • Engage senior stakeholders including regulators, fire authorities, insurers, consultants, and OEM partners to elevate market influence and compliance leadership.
• Regional Sales Leadership – Fire Systems (UK/CE)
  • Lead and unify a matrixed UK/CE Fire Systems sales organisation with a strong focus on compliance, performance, and execution discipline.
  • Develop future leaders through structured coaching, capability building, and succession planning across key European markets.
  • Ensure Armstrong Fire Systems solutions are embedded into regional standards, consultant specifications, and approved design frameworks.
• Fire Market Development & Sector Growth (UK/CE)
  • Identify and prioritise high-growth sectors such as data centres, infrastructure, energy, and industrial across UK/CE markets.
  • Develop deep partnerships with consultants, contractors, and OEMs to drive early-stage specification and long-term project influence.
  • Expand revenue streams through lifecycle services, retrofit opportunities, and digital/fire monitoring solutions aligned to regional compliance requirements.
• Sales Execution, Incentives, CRM & Governance
  • Implement strong commercial governance covering pipeline integrity, forecasting accuracy, margin discipline, specification conversion, and project delivery performance.
  • Design and manage incentive structures that balance revenue growth with profitability and delivery performance (OTIF, execution quality, customer commitment adherence).
  • Drive consistent use of CRM and ADEPT systems to improve visibility, accountability, and data-driven decision-making across all fire opportunities.
• Team Leadership, Culture & Customer Engagement
  • Build a high-performance, safety-first, customer-centric culture across UK/CE Fire Systems sales teams.
  • Attract, develop, and retain specialist talent in fire protection, specification selling, and regulatory-driven markets.
  • Maintain senior-level relationships with key customers, consultants, and authorities, ensuring seamless execution from specification through to successful delivery and lifecycle support.

What We’re Looking For

Education & Experience

• Bachelor's degree in Mechanical or Electrical Engineering, Business, or related field (Master’s or MBA preferred).
• Substantial experience in commercial leadership roles in the Fire Protection, Life Safety, or related industrial markets across EMEA.
• Track record of driving growth through specification-driven, high-value, B2B sales within regulated verticals (e.g., industrial, data centres, infrastructure).
• Strong understanding of FM/UL approval systems, regional fire codes (e.g., EN12845, LPCB, NFPA), and the design-to-approval lifecycle.
• Experience managing complex customer engagements involving consultants, OEMs, authorities having jurisdiction (AHJs), and insurers.
• Deep familiarity with long-cycle capital sales processes in compliance-heavy environments.

Technical and Sales Competencies

• In-depth knowledge of fire protection system design, fire pump integration, and multi-zone life safety systems.
• Proven experience securing Basis of Design (BOD) specifications in large-scale or mission-critical facilities.
• Advanced capability in CRM systems and ADEPT software, with a focus on data integrity, funnel management, and predictive insights.
• Demonstrated success in consultative selling, value-based pricing, and building strategic partnerships.
• Proficiency in Microsoft Office 365, CRM reporting tools, and sales enablement platforms.
• Excellent presentation skills with the ability to communicate technical value propositions to both executive and field audiences.
• Demonstrated delivery to the sales targets, individually and team target.

Soft Skills & Other Requirements

• Strategic thinker with the ability to translate vision into action.
• Strong executive presence with collaborative leadership style and cross-cultural agility.
• Commercially disciplined, highly organised, and detail-oriented.
• Strong communication skills.
• Additional European language – desirable.
• Significant exposure to internal markets.
• Willingness and ability to travel extensively across UK/CE.

Why Armstrong Fluid Technology?

By joining us, you will become part of a global community dedicated to pushing the boundaries of fluid-flow technology while upholding Armstrong's commitment to sustainability. You will have endless opportunities to learn, grow, and make a significant impact on the world. Together, we will build tomorrow’s solutions today.