National Sales Director - Wholesale (Furniture & Appliances)

HEQS Wholesale Group is an Australian family-owned manufacturer, importer and wholesaler of furniture and appliances, trading since 2007. We run an 11,000 sqm factory producing 120+ couches and beds a day, source from nine countries, and hold stock in our own Sydney, Melbourne and Brisbane warehouses across a range of more than 1,000 products.

We supply retail, hospitality, aged care, NDIS, student accommodation, holiday parks and commercial fit-out clients nationally. The next chapter is bigger: institutional and government-backed supply. Australia's purpose-built student accommodation pipeline now sits above 47,000 beds, Build-to-Rent is moving from planning into delivery, and social housing maintenance programs are creating multi-year, repeat-volume furniture and appliance demand. We have the manufacturing capacity, the product range and the warehouses in all three eastern states. What we need now is the right leader to go and win that work.

About the role

This is a rebuild-and-lead role reporting directly to the Managing Director. You take ownership of the entire Wholesale sales department: its strategy, its people, its pipeline and its numbers.

You inherit an established client base and two strong state-based sales professionals, our VIC lead covering student accommodation, co-living and builders, and our NSW lead covering the Chinese market, PBSA and commercial fit-out, plus a seven-person offshore telemarketing, quoting and operations team already generating leads and processing orders. Your first hire will be an QLD representative to open up Brisbane and regional Queensland properly.

Key responsibilities

- Build and own the national wholesale sales strategy across NSW, VIC and QLD, with clear sector targets and a revenue plan you stand behind
- Lead, coach and hold accountable a national team: two state sales leads,



a QLD rep you will recruit, and a seven-person offshore sales and operations team
- Personally open and own our largest institutional opportunities across PBSA developers and operators, Build-to-Rent projects, social and community housing maintenance supply, and supply panels with national facility management contractors
- Drive our tender and panel capability: prequalification, submissions, pricing strategy, contract negotiation and ongoing account governance
- Segment and re-activate our existing client base across nine sectors, from active high-value accounts through to dormant and cold leads
- Own the numbers: pipeline, quote-to-order conversion, margin, and sales performance reported monthly to the Managing Director
- Make Microsoft Dynamics 365 the genuine source of truth for the department, covering activity, pipeline and forecasting
- Work closely with our operations, procurement and manufacturing teams so what you sell can be delivered on time and at margin

About you

We are open-minded about the industry you come from. What matters is that you have genuinely led a sales team and genuinely won institutional or government-backed business.

- 5+ years in a sales leadership role (National Sales Manager, Sales Director, State Manager or similar) with direct people-management responsibility
- Demonstrated success winning B2B or B2G contracts: tenders, supply panels, head agreements or multi-site rollouts
- Solid commercial acumen: you can build a pricing strategy, protect margin and read a P&L;




- Experience managing a geographically dispersed team across multiple states
- Confident with CRM discipline (we use Microsoft Dynamics 365) and comfortable running a team on data rather than anecdote
- Willingness to travel interstate regularly
- Current Australian driver’s licence and full working rights in Australia

Highly regarded

- Existing relationships in student accommodation, Build-to-Rent, social or community housing, aged care, NDIS/SDA, hospitality or commercial fit-out
- Background in furniture, bedding, appliances, joinery, FF&E; or building products
- Experience with government procurement processes and prequalification schemes
- Experience building a sales function from a small base rather than inheriting a mature machine

What we offer

- Base salary $120,000 to $150,000 depending on experience, plus superannuation
- Uncapped commission and performance incentives tied to national revenue and margin
- Fully maintained company car, iPhone and laptop, personal use included
- A genuine seat at the table: you report to the Managing Director and you shape the department
- Full manufacturing, warehousing and offshore support behind you in all three states
- Long-term stability with a profitable, family-owned business trading since 2007
- Staff discounts across our range

Our commitment to inclusion

HEQS Wholesale Group acknowledges the Traditional Custodians of the lands on which we live and work, and pays our respects to Elders past, present and emerging. We are an equal-opportunity employer and warmly encourage applications from Aboriginal and Torres Strait Islander peoples. We also welcome and value applications from veterans and ex-Australian Defence Force personnel, as the leadership, discipline and resilience you bring are a genuine asset to our team.

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📌 National Sales Director - Wholesale (Furniture & Appliances) (New South Wales)
🏢 HEQS Wholesale Group
📍 New South Wales