VP Sales EMEA
Reports to: General Manager International
Direct Reports: Country Managers; Strategy Execution Lead ; Commercial strategy Lead; Sales Director EMEA
Location: Hybrid, Breda, the Netherlands
The VP Sales EMEA is responsible for leading and accelerating the company's international commercial growth strategy across multiple countries and markets. This role provides strategic leadership, governance, and direction to country operations, commercial teams, and growth initiatives to ensure the achievement of revenue, profitability, and market expansion objectives.
The position oversees a team of senior leaders, including Country Managers, the Strategy Execution Lead, and the Commercial Strategy Lead, and the sales director EMEA ensuring alignment between global strategy and local execution. The VP Sales EMEA serves as a key member of the leadership team and acts as a critical link between corporate strategy and operational delivery across international markets.
Key Responsibilities
Strategic Leadership
- Develop and execute the international sales operational and growth strategy aligned with the company's vision and objectives.
- Identify opportunities for revenue growth, market expansion, customer acquisition, and increased market share.
- Drive alignment between corporate priorities and country-level business plans.
- Ensure strategic objectives are translated into measurable actions and implemented consistently across all markets.
- Monitor market trends, competitive activity, and customer needs to identify new opportunities.
Leadership of Country Managers
Provide leadership and oversight to Country Managers who are responsible for:
- Leading and overseeing business sales operations plans within their respective countries.
- Delivering revenue, profitability, and operational performance targets.
- Driving commercial growth and customer acquisition.
- Building and developing high-performing local teams.
- Ensuring operational excellence and execution of business priorities.
- Maintaining alignment with the company's global strategy, values, and operating model.
The VP Sales EMEA will:
- Coach and support Country Managers in achieving business objectives.
- Establish clear performance expectations and accountability measures.
- Drive collaboration and knowledge sharing across countries.
- Review and challenge country business plans and performance metrics.
Strategy Execution and Transformation
Oversee the Strategy Execution Lead who is responsible for:
- Driving implementation of the company's growth strategy.
- Tracking strategic initiatives and milestone delivery.
- Ensuring accountability for execution across functions and regions.
- Monitoring KPIs and reporting progress to leadership.
The VP Sales EMEA will:
- Ensure strategic priorities move from planning into execution.
- Remove barriers to successful implementation.
- Lead cross-functional initiatives that support international growth.
- Review performance against strategic objectives and adjust plans where necessary.
Commercial Strategy Leadership
Lead the Commercial Lead who is responsible for:
- Managing the organization's vertical sales strategy.
- Build and develop a high-performing international leadership team.
- Coach, mentor, and support senior leaders.
- Drive succession planning and leadership development.
- Foster a culture of accountability, collaboration, innovation, and customer focus.
Revenue and Financial Performance
- Own international revenue and growth targets.
- Develop and monitor budgets, forecasts, and sales plans.
- Ensure sustainable profitable growth across markets.
- Analyze performance metrics and take corrective actions where required.
- Optimize resource allocation and investment decisions.
Stakeholder Management
- Build strong relationships with executive leadership and key stakeholders.
- Partner with Operational excellence , Finance, HR, Marketing, and other business functions.
- Represent the international business in executive meetings and strategic discussions.
- Ensure communication and alignment across all regions.
Qualifications
Education
- Bachelor's degree in Business, Commerce, Sales, Marketing, or a related field.
- MBA or equivalent business qualification preferred.
Experience
- 10+ years of progressive commercial leadership experience.
- Proven success leading international, multi-country sales organizations.
- Experience managing senior leaders and geographically dispersed teams.
- Demonstrated ability to drive substantial revenue growth and market expansion.
- Strong background in strategy execution and business transformation.
- Experience operating within complex, matrix organizations.
- 7 plus years of Sales leadership work and 5+ years of management experience.
Skills Required
- Bachelor's degree in Business, Commerce, Sales, Marketing, or a related field
- MBA or equivalent business qualification
- 10+ years of progressive commercial leadership experience
- Proven success leading international, multi-country sales organizations
- Experience managing senior leaders and geographically dispersed teams
- Demonstrated ability to drive substantial revenue growth and market expansion
- Strong background in strategy execution and business transformation
- Experience operating within complex, matrix organizations
- 7+ years of sales leadership experience
- 5+ years of management experience
Ritchie Bros. Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Ritchie Bros. and has not been reviewed or approved by Ritchie Bros..
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Affordable Benefits — Medical coverage is often considered very affordable, with low employee costs noted as a differentiator. Benefits begin on day one, which strengthens perceived value.
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Leave & Time Off Breadth — PTO and paid holidays are part of the standard package across regions under RB Global. Day‑one eligibility and clear time‑off programs contribute to a well‑rounded offering.
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Retirement Support — A 401(k) with company match in the U.S. and RRSP match in Canada are offered, alongside an ESPP for employee ownership. These programs indicate solid retirement support across locations.
Ritchie Bros. Insights
What We Do
Established in 1958, Ritchie Bros. (NYSE and TSX: RBA) is a global asset management and disposition company, offering customers end-to-end solutions for buying and selling used heavy equipment, trucks and other assets. Operating in a multitude of sectors, including construction, transportation, agriculture, energy, oil and gas, mining, and forestry, the company’s selling channels include: Ritchie Bros. Auctioneers, the world’s largest industrial auctioneer offers live auction events with online bidding; IronPlanet, an online marketplace with featured weekly auctions and providing its exclusive IronClad Assurance® equipment condition certification; MarketplaceE, an online marketplace offering multiple price and timing options; Mascus, a leading European online equipment listing service; and Ritchie Bros. Private Treaty, offering privately negotiated sales. The company also offers sector-specific solutions including GovPlanet, TruckPlanet, Kruse Energy Auctioneers, and Cat® auctions, plus equipment financing and leasing through Ritchie Bros. Financial Services. For more information about the unprecedented choice provided by Ritchie Bros., visit RitchieBros.com.
