Position Title:  Business Development Manager - Industrial, Western Region
Department: Sales
Reports To: Vice President, Commercial & Industrial Sales
Location: British Columbia, Western Canada (Home Office Based)

Why Wakefield Canada?  Lead. Grow. Make an impact.

Join a purpose-driven, Canadian-owned company—The exclusive manufacturer and distributor of Castrol branded lubricants in Canada, one of the world’s most recognized brands. Step into a high-impact leadership role where innovation, integrity, and people come first. We’re growing fast—and so will you. Join an empowered high-performance team where our greatest asset is our people and ability to move fast.

Competitive compensation, benefits, and rewards. Real influence.

Let’s build something great—together

About Wakefield Canada

Wakefield Canada is the exclusive distributor of Wakefield and Castrol premium lubricants in Canada. A trusted industry leader, we deliver innovative, high-performance solutions across automotive, heavy-duty, and industrial sectors. Our commitment to excellence, customer satisfaction, and a strong performance-driven culture has made Wakefield a top-tier workplace and partner of choice nationwide.

Job Summary:

The Business Development Manager - Industrial, Western Region is responsible for driving profitable growth of the Castrol Industrial business across Western Canada through strategic business development, key account management, distributor engagement, and direct sales activities. This role focuses on expanding market share within industrial manufacturing, processing, energy, mining, forestry, and other industrial sectors by identifying new business opportunities, developing customer relationships, and delivering value-added lubrication solutions.

The successful candidate combines strong business development expertise with technical aptitude and the ability to collaborate with distributors, end users, and internal stakeholders to achieve volume, market share, and profitability objectives. The role serves as the industrial subject matter expert within the region, supporting both direct and indirect sales channels while representing Wakefield Canada and the Castrol brand in the marketplace.

Key Responsibilities

Business Development & Sales Growth

• Develop and execute strategic sales plans to grow Wakefield Canada's industrial lubricant business throughout Western Canada.
• Identify, pursue, and secure new business opportunities within target industrial sectors including manufacturing, mining, forestry, agriculture, energy, and processing industries.
• Build and manage a robust sales pipeline, utilizing CRM tools to track opportunities, sales activities, forecasts, and account plans.
• Prospect, qualify, and convert new industrial customers while maximizing growth within existing accounts.
• Achieve volume, revenue, profitability, and market share targets within assigned territory.
• Lead customer presentations, business reviews, and proposal development for strategic opportunities.

Key Account Management

• Develop comprehensive account plans for major industrial customers and strategic distributor partners.
• Maintain high-level relationships with key decision-makers across customer organizations.
• Conduct regular customer visits to identify operational challenges, growth opportunities, and areas where Castrol solutions can provide measurable business value.
• Ensure exceptional customer service through effective communication, issue resolution, and ongoing support.
• Coordinate internal resources to deliver a premium customer experience and maximize customer retention.

Distributor & Channel Development

• Partner with industrial distributors to develop and execute joint business plans.
• Support distributors through training, sales coaching, customer engagement, and technical consultation.
• Assist distributor sales teams in identifying and closing new industrial opportunities.
• Strengthen channel capabilities and increase market penetration through coordinated sales initiatives.
• Develop strong working relationships with distributor leadership teams and key sales personnel.

Technical Sales & Industry Expertise

• Provide technical consultation and lubrication expertise aligned with customer operating requirements and equipment applications.
• Conduct site surveys, product recommendations, technical presentations, and troubleshooting support.
• Develop a thorough understanding of customer processes, maintenance practices, and lubrication requirements to identify optimization opportunities.
• Stay informed on industry trends, competitor activity, emerging technologies, and market developments.
• Collaborate with Technical Services and Marketing teams to deliver effective customer solutions and specialized programs.

Strategic Collaboration

• Work closely with Regional Sales Managers, Marketing, Supply Chain, Customer Care, and Technical Services to execute growth strategies.
• Participate in strategic account planning and business development initiatives that support corporate objectives.
• Assist in proposal development, pricing strategies, contract negotiations, and tender submissions.
• Support product launches, promotional initiatives, and customer-specific programs.
• Represent Wakefield Canada at trade shows, industry associations, customer events, and networking opportunities.

Key Competencies

• Proven business development and hunter mentality with demonstrated success in generating new business.
• Strong technical aptitude and ability to communicate complex industrial lubrication solutions.
• Excellent relationship-building and key account management skills.
• Strong presentation, negotiation, and consultative selling capabilities.
• Strategic and analytical thinker with strong financial and business acumen.
• Self-motivated, highly organized, and results-oriented.
• Ability to influence stakeholders and work effectively across cross-functional teams.
• Customer-focused with a commitment to delivering exceptional service and long-term value.
• Strong problem-solving and project management capabilities.

Education & Experience

• University Degree Business, Engineering, Sales, Marketing, or a related discipline, or equivalent industry experience.
• Minimum 5 years of progressive industrial sales, business development, technical sales, or key account management experience.
• Experience selling industrial lubricants, maintenance solutions, industrial products, manufacturing technologies, or related industrial products preferred.
• Demonstrated success managing distributors and indirect sales channels.
• Proven track record of developing new business and managing complex sales cycles.
• Experience working within manufacturing, mining, forestry, energy, agriculture, or related industrial markets considered a strong asset.
• Proficiency with CRM platforms and Microsoft Office Suite.
• Valid driver's license and ability to travel extensively throughout Western Canada.

Working Conditions

• Home-office based in British Columbia (Western Canada).
• Frequent travel throughout British Columbia, Alberta, Saskatchewan, and Manitoba.
• Regular customer site visits, distributor meetings, industry events, and trade shows.
• Approximately 50-70% travel required.

Salary Range

• Approximately $80,000-$110,000 annually

Join a purpose-riven, Canadian-owned company where you’ll be part of a team that moves fast, and makes a real impact—backed by a global brand and competitive rewards.