Commercial Strategy Director - Field Sales

Job Purpose: 

The Commercial Strategy Director – Field Sales is a high impact leadership role, leading a small team with a clear purpose; create, execute, align and track the impact of the EMEA commercial strategy with a primary focus on Fluke’s High Touch Industrial, Networks, Process Instruments and Condition Monitoring Business Units.

This position is one of the most visible roles throughout the EMEA sales region. You will have ownership to drive the success of a diverse line of products and be responsible for providing the strategy, targets, and driving revenue execution for the EMEA region. Daily collaboration with regional sales leadership, product management, and marketing. You will work with and through our commercial organization, distribution partners and end customers to drive growth.

The ideal candidate has a proven track record of achieving impact through the conception and successful execution of commercial growth strategies and will combine strategic rigor with strong commercial acumen, translating market insights into actionable plans that deliver measurable results across diverse geographies and channels. Additionally, this role will work cross-functionally within Fluke EMEA and the wider global corporation to ensure the appropriate level of support and prioritization for new business opportunities.

Summary Responsibilities

 

• Leadership: Lead a small, passionate team of Commercial Strategy and Sales Program Managers with product line responsibility to achieve desired outcomes whilst investing in individual growth and development 
• Strategic Planning: Develop and implement long-term business strategies to support regional growth in line with both regional and corporate strategic plan
• Operationalise strategy for impact: Translate strategy into execution through achieving organisational alignment and use of Fortive Business System tools, to deliver results
• Sales Collaboration: Work closely with sales teams to define specific deal strategies, provide guidance on deal structures, and lead client negotiations 
• Market Analysis: Analyze market trends and internal processes to identify opportunities and risks, ensuring that strategies are data-driven and aligned with market demands. 
• Performance Monitoring: Define and monitor key performance indicators (KPIs) to measure sales effectiveness and identify areas for improvement.
   

Key Responsibilities

Commercial Strategy & Planning

• Create and execute growth strategies to engage and grow relationships and revenue within the retail distribution channel.
• Own regional go-to-market strategy, including segmentation, value propositions, pricing, and channel optimization
• Lead new product introduction strategy, planning and execution within assigned product families.
• Identify and qualify new opportunities that align with Fluke EMEA’s technology and product capabilities by collaborating with Engineering and Product Management.
• Establish, maintain and improve, KPIs, dashboards, and performance reviews to track progress and drive accountability
• Working with regional commercial leaders, deploy vertical and account penetration strategies to achieve annual margin and revenue growth goals.
• Effectively manage cross-selling opportunities using our funnel management process, maintaining an up-to-date sales funnel.
• Meet or exceed order and sales targets.
• Analyze market trends, competitive dynamics, and customer needs to inform strategic decisions
• Lead voice-of-customer and market intelligence efforts across the region
• Support M&A, partnerships, and new business model initiatives as required
• Conduct frequent and strategic customer engagements with key partners, internal and external, to manage all aspects of the business relationship.

Growth and Performance Management 

• Establish, maintain and improve, KPIs, dashboards, and performance reviews to track progress and drive accountability
• Working with regional commercial leaders, deploy vertical and account penetration strategies to achieve annual margin and revenue growth goals.
• Effectively manage cross-selling opportunities using our funnel management process, maintaining an up-to-date sales funnel.
• Meet or exceed order and sales targets.

Market & Customer Insights

• Analyze market trends, competitive dynamics, and customer needs to inform strategic decisions
• Lead voice-of-customer and market intelligence efforts across the region
• Support M&A, partnerships, and new business model initiatives as required
• Conduct frequent and strategic customer engagements with key partners, internal and external, to manage all aspects of the business relationship.

Cross-Functional Leadership

• Act as a strategic thought partner to EMEA Sales, Marketing, and Finance leaders
• Influence without authority across a matrixed, global organization
• Ensure alignment between regional execution and global commercial initiatives

Change & Capability Building

• Drive continuous improvement in commercial processes, tools, and capabilities
• Support sales transformation, pricing discipline, and data-driven decision-making
• Coach and mentor commercial strategy talent within the region

Critical Success Factors
 

• Strategic thinker: Proven ability to develop and execute a business growth plan targeting key verticals and channel partners with substantial influence on volume agreements.
• Distribution Knowledge: Deep understanding of retail and industrial distribution.
• Results-Driven: Strong track record of achieving growth targets using data-driven sales methodologies, including CRM utilization, value-selling, and gap analysis.
• Influential leader: Excellent stakeholder management skills
• Commercially savvy: high financial acumen
• Comfortable operating at both executive and operational levels
• Travel: Willingness and ability to travel across EMEA up to 40% as needed to engage with teams, channels and customers.
   

Required Skills & Experience
 

• Bachelor’s degree in Business, Engineering, Economics, or related field (MBA preferred)
• 5+ years of technical B2B sales experience in the retail and industrial distribution channels
• Experience selling or working with technical and industrial products
• Experience working across EMEA markets with cultural and regulatory complexity
• Proven ability to grow key account business and develop long-term customer relationships.
• Track record driving growth and profitability in complex, multi-country regions
• Experience working in a matrixed, global organization
• Strong analytical skills with the ability to turn data into insights and communicate clear strategic recommendations
• Advanced skills in Excel as well as any data visualization tools like Tableau or similar BI tools (familiarity with PowerBI preferred). Develop and present recommendations of new metrics allowing better understanding of the performance of the business
  
  
   

This role presents a unique opportunity to create lasting impact, lead exceptional talents and influence the strategic direction of a market leading and world-renowned brand. 

Fortive Corporation Overview

Fortive’s essential technology makes the world safer and more productive. We accelerate transformation in high-impact fields like workplace safety, build environments, and healthcare.

We are a global industrial technology innovator with a startup spirit. Our forward-looking companies lead the way in healthcare sterilization, industrial safety, predictive maintenance, and other mission-critical solutions. We’re a force for progress, working alongside our customers and partners to solve challenges on a global scale, from workplace safety in the most demanding conditions to advanced technologies that help providers focus on exceptional patient care.

We are a diverse team 10,000 strong, united by a dynamic, inclusive culture and energized by limitless learning and growth. We use the proven Fortive Business System (FBS) to accelerate our positive impact.

At Fortive, we believe in you. We believe in your potential—your ability to learn, grow, and make a difference.

At Fortive, we believe in us. We believe in the power of people working together to solve problems no one could solve alone.

At Fortive, we believe in growth. We’re honest about what’s working and what isn’t, and we never stop improving and innovating.

Fortive: For you, for us, for growth.

About Fluke

Fluke is leading the world in creating software, test tools and technology that will support customers today and in the future. We are a customer-obsessed market leader with a strong reputation for reliability, quality and safety. A wholly owned subsidiary of Fortive Corporation (www.fortive.com), Fluke is a global corporation headquartered in the greater Seattle area. Driven by the successful Fortive Business System, Fluke offers the passion of a startup with the resources of a Fortune 500 company. We are focused on the growth of our individual employees, teams and the Fluke brand.

We Are an Equal Opportunity Employer. Fortive Corporation and all Fortive Companies are proud to be equal opportunity employers. We value and encourage diversity and solicit applications from all qualified applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender identity or expression, or other characteristics protected by law. Fortive and all Fortive Companies are also committed to providing reasonable accommodations for applicants with disabilities. Individuals who need a reasonable accommodation because of a disability for any part of the employment application process, please contact us at applyassistance@fortive.com.