The National Sales and Service Director-LWW is responsible for leading and executing the strategic and tactical service, technical support and training efforts for Betco’s Laundry and Warewash (LWW) business. This role bridges field execution and category strategy by ensuring that service programs, equipment installations, product training, and distributor/end user support are aligned with Betco’s overall strategic plan and growth objectives.

This position drives the successful implementation and expansion of Betco’s LWW programs by working cross-functionally with Marketing and Field Sales. The role is accountable for strengthening technical competency across internal teams and distributor partners while supporting revenue growth through service excellence, training and market insight.

Service, Technical Support & Field Execution

• Provide technical support for Laundry and Warewash equipment and product programs to support sales initiatives and customer satisfaction. 
• Support installation and setup of Betco’s LWW programs through coordination with distributor field service technicians and internal sales teams. 
• Ensure proper electrical, plumbing, and equipment installation standards are met.      
• Serve as a key technical resource for troubleshooting, product application, and field program optimization. 
• Maintain accountability for assigned equipment, tools, parts, and demo inventory. 

Training & Development

• Conduct product, program, and technical training for internal sales teams, distributor partners, end users, and technical service specialists. 
• Train and support field service technicians in all phases of job performance, ensuring consistent competency across territories. 
• Develop training tools and materials for delivery in-person, at Betco HQ, digitally (webinars), or via e-learning platforms. 
• Communicate new product introductions and program updates to distributor service teams. 

Program Strategy Support

• Assist in identifying and qualifying target end users and closing opportunities within the LWW category. 
• Provide market insights and service strategy recommendations based on field experience and customer feedback. 

Sales and Revenue Growth Support

• Achieve annual territory/category revenue plans and support strategic sales execution. 
• Work closely with customers and internal sales teams on LWW solutions to maximize customer impact and program adoption. 
• Support corporate account requests and territory initiatives as directed. 

Business & Process Management

• Utilize CRM to document all activity including sales calls, target end user activity, distributor feedback, and competitor information. 
• Support pricing and margin strategy recommendations through cost analysis and competitive pricing intelligence. 
• Assist in product line rationalization recommendations based on market need and business performance. 

BEHAVIORAL CAPABILITIES

• Integrity
• User and Customer Focus
• Energy
• Intelligence
• Analytical Skills
• Creativity
• Pragmatism      

EDUCATION AND/OR EXPERIENCE

• Minimum of five (5) years of field experience in installation and service of Laundry and Warewash equipment and programs required. 
• Demonstrated ability to contribute to or lead strategic business planning and cross-functional collaboration. 

REQUIRED SKILLS

• Comprehensive technical understanding of electrical and plumbing standards and procedures. 
• Knowledge of laundry micro-processing hardware, programming, formulations, and technical training. 
• Strong presentation and training skills, including ability to lead training in multiple formats. 
• Strong analytical and critical thinking ability, including interpreting sales trends and performance data. 
• Proficiency in Microsoft Office Suite (Outlook, Teams, Word, Excel, PowerPoint) and CRM.      
• Organized, proactive, self-starter mindset with ability to manage multiple projects simultaneously.