B2B Director (BBD001)

Foreground is partnering with a leading industrial group in Saudi Arabia to appoint a commercially driven B2B Director to lead their HVAC project sales and channel expansion.

This role is designed for a high-caliber sales leader who has deep experience in B2B environments where projects are large-scale, partner-led, and solution-centric. The successful candidate will lead the companys efforts in capturing and delivering on commercial HVAC projects, managing complex sales cycles, optimizing partner networks, and building a sustainable growth engine across the Kingdom.

The position goes beyond traditional sales, it involves strategy design, partner enablement, pricing architecture, performance management, and alignment with engineering and operations teams to ensure delivery excellence.

Role Overview

This is not a typical sales role. It is a pivotal leadership position that owns the top-line responsibility for HVAC project revenues. The B2B Sales Director will be responsible for re-engineering the sales function, reshaping go-to-market models, and embedding structured processes to manage a growing base of contractors, consultants, and channel partners. The candidate is expected to lead by example, mentor a high-performing sales team, and act as a key interface between the business and the market especially on large-scale projects involving VRF, DX systems, and multi-technology HVAC solutions.

Key Responsibilities

• Design and execute a national B2B sales strategy focused on commercial projects and partner-led growth.
• Identify, onboard, and manage a high-impact network of contractors, channel partners, and resellers across regions.
• Collaborate closely with the Product and Solutions teams to develop tailored value propositions for each project.
• Own revenue and margin targets for all HVAC project channels, and develop tactical plans to achieve consistent growth.
• Structure and lead complex project bids, including pricing architecture, technical solutioning, and commercial negotiations.
• Forecast demand, manage a robust project pipeline, and ensure sales conversion through disciplined follow-up and tracking.
• Act as an executive sponsor for top strategic clients, ensuring long-term partnership and repeat business.
• Analyze partner performance, develop incentive models, and lead regular business reviews to ensure alignment and delivery.
• Work cross-functionally with Project Delivery and Finance teams to ensure seamless execution and profitability tracking.
• Introduce KPIs, CRM processes, and market intelligence reporting to drive data-driven decision-making.
• Coach and develop sales team leaders, embedding a performance culture that rewards initiative and accountability.
  
  
  

Ideal Profile

• Bachelors degree in Mechanical Engineering, Electrical Engineering, or Business. Masters degree is an advantage.
• Minimum 10 years of sales experience in B2B or project-driven industries, including at least 5 years in a leadership capacity.
• Proven experience managing HVAC project sales or similar capital equipment environments (e.g., MEP, electromechanical).
• Strong understanding of the sales lifecycle in mega-projects (design-build, tendering, execution).
• Commercial and technical fluency in HVAC systems particularly VRF, DX, and integrated solutions.
• Leadership experience in managing distributed sales teams and aligning performance with corporate objectives.
• Skilled in influencing decision-makers, building long-term partnerships, and handling high-stakes commercial negotiations.