Strategic Leadership Opportunity in an International Growth Company

We are looking for an ambitious and commercially driven Sales Director to take a pivotal role in shaping and scaling our Emergency Shower Systems (ESS) business unit, where we deliver high-quality emergency shower solutions to the pharmaceutical sector, industrial environments, and educational institutions.

This is a senior leadership position with significant strategic influence, operating in an expanding market with a substantial growth potential driven by an increasing focus on safety culture, compliance and professional safety solutions.

The role offers a rare opportunity to combine strategic ownership with visible impact. You will have a strong voice in defining the direction of the business while building and leading a newly established organization of technically skilled sales professionals who bring solid commercial and technical experience, but who are still developing in-depth knowledge of the industry, customers and applications.

The role

As Sales Director, you carry full commercial responsibility for the ESS business unit, covering sales, service and product management and the commercial interface to marketing. Within the strategic framework set by the executive management, you will actively influence priorities, go-to-market approaches and growth initiatives.

The ESS business operates in a high-potential market where professionalization, safety culture and long-term customer partnerships are key success factors. You will be expected to bring strong drive and execution capability, while also recognizing and realizing the considerable development opportunities that exist in the market, the organization and the product portfolio.

You will lead a newly established international team of 14 employees. The team consists of experienced and technically competent profiles who are motivated to grow with the business. A central part of your role will be to provide clear direction, coaching and structure, ensuring engagement, performance and alignment with our values.

You will be reporting directly to the Chief Sales Officer (CSO), and you will be member of the Management Team.

Key responsibilities

• Define, execute and continuously develop the sales and product strategy with a clear focus on profitable growth

• Actively drive market expansion through key account management, distribution channels and scalable product concepts

• Lead and develop a new sales, service, and product organization, fostering performance, collaboration and motivation

• Play an active role in major customer relationships and complex commercial negotiations

• Own product management, including portfolio optimization, identification of new products and development of business cases

• Drive business development across existing and new markets. Key focus is on countries and industries with a high safety culture such as Nordic, DACH, Benelux and selected other regions.

• Ensure operational excellence through structured processes, disciplined CRM (Pipedrive) usage, pricing and discount governance

• Take ownership of the marketing strategy for the business unit in close cooperation with the marketing department including digital and social media activities

Your profile

• Relevant commercial or business-oriented educational background such as an MBA, HD(A), MSc in Economics and Business Administration (cand.merc.) or equivalent

• Senior B2B sales leadership experience from an industrial or technical environment.

• Experience in selling or advising on safety solutions will be considered an advantage

• Strong strategic mindset combined with a hands-on and execution-oriented approach

• Solid technical understanding and genuine interest in technical products and solutions

• Proven people leader with strong coaching skills and the ability to develop high-performing teams

• Structured, analytical and comfortable working across functions and markets

• A team-oriented leadership style aligned with values of Together, Curious, Honest and Responsible

• Fluent in English; Danish is an advantage

• Willingness to travel approximately 40–60 days per year

Strategically important business unit

At BROEN-LAB, you will join an internationally oriented growth company with production facilities in Assens. In this role, you can expect significant strategic influence and clear commercial ownership of a growing international business area. The position offers the opportunity to shape the ESS organization, strengthen its market position and drive visible impact across key regions. You will join a management team with high ambitions and a strong commercial agenda, collaborate closely with experienced colleagues across functions, and work in an environment characterised by clear values, technical expertise and a commitment to building a scalable and professional business.

Join BROEN-LAB A/S

The recruitment is conducted in collaboration with GML A/S. You are welcome to contact Consultant Mads Nielsen at +45 2364 4649 for further information. All inquiries are treated confidentially. Apply for the position by clicking “Apply for the position” below.

About BROEN‑LAB A/S

BROEN-LAB A/S is a Danish manufacturer of laboratory fittings and emergency shower systems designed to enhance employee safety in high-risk working environments and reduce the consequences when accidents occur. Their products and solutions are used by leading pharmaceutical companies, universities, industrial companies and hospitals worldwide.

BROEN-LAB is recognized as an innovative and reliable supplier with a broad product portfolio, high quality, and short delivery times. The company is based in Assens, where 80 dedicated and experienced employees contribute to a strong professional environment characterized by close and respectful cross‑functional collaboration.

The company has subsidiaries in several countries and is part of the U.S.-based LI Enterprises group.

BROEN‑LAB is strongly committed to caring for both its people and the planet’s resources. The production facility in Assens is certified according to ISO 9001 and ISO 14001, and the company maintains a continuous focus on sustainability. Results are reported in a voluntary sustainability report published on the company’s website.

For more information about the company and its products, visit:
www.BROEN-LAB.com

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