Area Sales Manager

About the Role

The Area Sales Manager (ASM) is responsible for leading and managing a sales organization of approximately 8 Senior / Account Sales Engineers, structured across Account Sales Engineers (ASEs) and Associate / Territory Sales Engineers (ATSEs) in Thailand. This role is accountable for driving consistent and scalable sales performance across both lead and non‑lead products, strengthening customer engagement, and executing Cognex’s sales strategy while fostering a high‑performance, values‑driven sales culture. The ASM works closely with the Regional Sales Manager (RSM), regional peers, and cross‑functional teams to deliver sustained growth, high customer satisfaction, and strong market positioning for Cognex.

Responsibilities

• Drive district booking and revenue performance by implementing best practices in territory and account management aligned with Cognex’s 6‑bullet sales process; monitor KPIs and team performance through dashboards and CRM tools and take corrective actions when needed.
• Actively manage opportunities through the entire sales funnel to ensure pipeline development, deal progression, and forecast accuracy; review and inspect top district opportunities to improve deal quality and win probability; maintain disciplined opportunity funnel and CRM data.
• Lead high‑level engagements for key strategic accounts, support or lead negotiations on pricing, terms and conditions, and balance profitability with long‑term customer value.
• Provide hands‑on leadership, conduct field rides and joint customer visits, coach and mentor sales talent, develop performance improvement and career progression plans, and foster a culture of accountability, collaboration and continuous improvement.
• Collaborate with regional and cross‑functional leaders to leverage organizational capabilities, attend industry events and customer engagements, and deliver monthly and quarterly market and performance reviews to RSM and senior management.
• Continuously analyze sales team capabilities, customer buying behaviors, market conditions, competitive landscape, and regulatory requirements; enter competitor products, pricing and positioning into CRM; provide insights and recommendations on market dynamics, product positioning, pricing and service models.
• Identify, recruit and onboard sales talent; partner with Sales Readiness on competency development and onboarding frameworks; use CRM dashboards and defined metrics for coaching, feedback and performance assessments.

Qualifications

• Minimum 10 years of relevant sales experience, preferably within industrial automation, machine vision, or related technology fields.
• Minimum 5 years of people management experience leading a sales team.
• Strong sales leadership, business acumen, market insight, communication, presentation and customer relationship skills; proven ability to coach and develop sales professionals; strong analytical mindset and data‑driven decision making; comfortable operating in a matrixed multinational environment.
• Bachelor’s degree in Engineering or another STEM field preferred.

Additional Information

• Willingness to travel extensively.
• Valid driver’s license with own vehicle.