New Channels Sales Manager - EMEA at AstroNova Inc – London, Texas

Position Summary

The New Channel Sales Manager is responsible for recruiting and developing high-performing distributors for AstroNova Product Identification in EMEA, with potential expansion to adjacent regions. The role grows sales of printing equipment, supplies, and labels through an international distributor network, ensuring partners are effective, meet plan, and provide high-quality service to end customers in priority verticals, including life sciences, chemical and Industrial.

Key responsibilities

• Identify and prioritise potential partners in target verticals and countries using a documented segmentation model.
• Build a partner funnel and advance candidates through a scorecard covering capability, coverage, financial health, market access, and service readiness.
• Secure partner commitment on mindshare, investment, training, demonstration equipment, and a joint business plan. Deliver a structured onboarding programme with clear milestones for the partner and internal teams.
• Execute joint sales plays to achieve revenue targets, increase market share, and open named new accounts in priority segments.
• Run regular pipeline and forecast reviews. Provide stage-based coaching and ensure CRM discipline for opportunities and the installed base.
• Visit partners, customers, and trade shows to assess execution, develop pipelines, and support strategic deals.
• Coordinate and co-host partner sales meetings, set agendas, and align with internal stakeholders in Sales, Service, Marketing, and Operations.

Reasonable accommodations may be made to enable individuals with disabilities to perform these essential functions. Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Required Education and Experience

• A strong track record in recruiting and managing distributors for B2B industrial or engineered product sales.
• Strong strategic thinking skills, negotiation skills, and the ability to identify growth opportunities.
• Excellent communication and relationship-building abilities to develop strong connections with diverse partners, stakeholders, and internal teams.
• Fluency in English required. Professional proficiency in additional regional languages is a strong plus.

Additional Preferred Skills, Experience, and Certifications

• Experience with labelling, printing, coding and marking, packaging, or similar technology/manufacturing sectors.
• Familiarity with building consumables and service attached models.
• Certification or formal training in channel management or partner programmes

Physical Requirements

• Able to occasionally lift up to 25kg when moving or demonstrating equipment. Reasonable adjustments may be available.
• Must be able to walk, sit and stand for continuous periods of time.

Working Conditions and Travel

This is a field-based role. A valid driving license and extensive travel throughout the assigned territory are required. This position requires regular travel with distributors for training and customer visits throughout EMEA with the possibility of travel into other regions.