Regional Sales Manager - Atlantic

Job Title: Regional Sales Manager – Mid-Atlantic
Territory: Delaware, Kentucky, Maryland, New Jersey, New York City, Ohio, Pennsylvania, Virginia, Washington, D.C., West Virginia
Location: Home-office based in the territory; Pennsylvania, Maryland, New Jersey or Northern Virginia preferred
Reports to: Sales Director North America
Employment: Full-time, employee of THEO Laser Inc. (W-2)
Travel: 50%+, mostly by car, with overnight stays most weeks

About Us

At THEO, we’re here to make your welds smarter and your day shorter. Our handheld laser systems deliver faster, cleaner, safer welds—every time. Built for pros, powered by Maxphotonics, and designed to tackle real challenges with zero fluff. We’re the laser brand that actually gets welding.

Why This Role Matters

The Mid-Atlantic is packed with the thin-metal work THEO wins: stainless food, beverage and pharma equipment in Pennsylvania and New Jersey, appliances and auto parts in Ohio and Kentucky, enclosures and HVAC for the data-center build-out in Northern Virginia, and architectural metal and commercial kitchens from New York City to Washington, D.C. THEO already has partners here. Your job is to make them stronger and build the network that brings THEO to these shops — and keeps them buying. This role is not about maintaining a territory. It’s about developing it.

How We Go to Market

THEO sells through partners. Our revenue comes from welding and industrial distributors, integrators and automation companies — not from direct sales to end users. Our sales managers sell with these partners: they run demos alongside the partner’s team at end customers until the partner is confident to demo and close on its own. The strategy is not to be everywhere; it’s to be in the right places, with strong partners spaced far enough apart that they grow instead of competing with each other.

Where THEO Wins

Thin metal. The MA1 Series is built for sheet and tube — the MA1 ULTRA reaches up to 8.5 mm (0.33 in) weld penetration in stainless steel. It is made for shops that lose hours to slow welding and post-weld finishing, and we look for partners whose customers do exactly that work.

What Success Looks Like After 12 Months:

·    The partners THEO already has in your territory demo and close on their own, and order repeatedly.

·    4–5 strong welding and industrial distributors are signed and productive — chosen for fit, with enough space between them that they don’t compete.

·    Integrators and automation companies are on board as technically deeper partners, closer to the welding process.

·    Your pipeline in HubSpot is clean, and your forecast is one leadership can rely on.

·    You’ve made THEO better: you bring solutions, not complaints.

Key Responsibilities:

1. Partner Development (Primary Focus)

·    Identify, qualify and sign the right distributors, integrators and automation partners — fewer, stronger, well spaced.

·    Turn existing relationships into active, repeat-ordering partners.

·    Build a business plan with each partner: target segments, demo units, joint marketing and quarterly goals.

2. Partner Enablement & Joint Selling

·    Sell with our partners, not around them: demo the MA1 Series and the TM-300 laser cleaner side by side with the partner’s sales team at their customers — until the partner is confident to demo and close on its own.

·    Run 2–3-day partner visits with hands-on product and laser-safety training for the partner’s sales and technical staff.

·    Equip partners with sales arguments, application know-how and ROI cases for laser welding versus TIG and MIG.

3. Territory Growth

·    Own the territory plan and your quarterly revenue, unit and partner targets.

·    Work with THEO Marketing on regional lead generation and events; make sure every lead reaches the right partner and gets followed up.

·    Represent THEO at trade shows such as FABTECH and IMTS, and at partner open houses.

4. Discipline & Feedback

·    Keep HubSpot accurate: partners, deals, end customers and forecast.

·    Work with After-Sales and Operations so customers get machines, training and service on time.

·    Bring customer and competitor insight back to Product and leadership.

What You Bring:

·    5+ years of B2B field sales in welding, industrial equipment, machine tools, automation or a similar technical market.

·    Proven channel building from the manufacturer side: you have recruited, trained and grown distributors — not only managed inherited accounts.

·    Results you can show in numbers: quota, attainment, partners signed.

·    Confidence running hands-on demos in a shop environment.

·    You enjoy coaching: you measure success by how well your partners sell, not only by the deals you close yourself.

·    Self-driven and direct: you create pipeline instead of waiting for leads, and you speak up when something needs to change.

·    Based in the territory, with a valid driver’s license and authorization to work in the United States.

Nice to Have:

·    Existing relationships with welding and gas distributors or integrators in the Mid-Atlantic.

·    Experience selling into thin-metal fabrication: stainless process equipment, sheet metal, HVAC or architectural metal.

·    Handheld laser welding or cleaning experience, or deep TIG/MIG application knowledge.

·    Laser Safety Officer (LSO) certification, or willingness to get it.

What We Offer:

·    Base salary plus commission

·    Medical, dental and vision insurance; 401(k);

·    Vehicle allowance, company laptop and phone, and business travel expenses reimbursed.

·    Hands-on product and application training on the full THEO line — we’ll make you a laser-welding expert.

·    Real ownership, a direct line to leadership, and a team with a simple mission: Say No to Slow.

The base salary range is our good-faith estimate for this role at the time of posting. Final pay depends on experience, skills and location.

About Working at THEO

We’re all about doing work that’s meaningful, energetic, and at times even a bit irreverent. Our brand stands for breaking free from slow, outdated methods and showing the world a faster, smarter way to weld. We value people who speak up, bring solutions instead of complaints, and hold themselves and each other accountable. Your input shapes how we grow, and your wins are truly celebrated.