- Market Leading Autonomous Farm Machinery Tech
- Richmond Head Office, Travel VIC & NSW (Field-based)
- Package: $100,000 – $130,000 base (inc. Super) + Uncapped Commission + Company Vehicle + Equity Options

About Ornata

Humans of Agriculture, are proud to partner with Ornata to recruit an Area Sales Manager to join their team.

Ornata is building Next-Gen AgTech that transforms standard farm machinery into fully autonomous operations. By integrating retrofit hardware, remote operator support, cutting-edge AI, and operational systems, Ornata enables broadacre farms to run driverless machinery safely, reliably, and efficiently, using the equipment they already own. Australian owned and operated, they have identified the gaps in efficiency and ability to operate at scale within farming and have built the solution via autonomy.

Having already partnered with some of Australia’s leading broadacre farming enterprises, Ornata is now establishing the commercial and operational foundations required to scale its technology across the country.

Why HoA are Excited:

Until now, the founders of the business have been leading the sales operations themselves, and describe the customer conversations as their favourite part of the work. This role will get the chance to take that on, and build trust and long-standing relationships with Aussie farmers.

You’ll be selling a market leading product, the value proposition is there, what they’re looking for is someone to bring it to life with customers.

We’ve had a lot of conversations over the years about the challenges that face Australian farming, and we see Ornata as a revolutionary organisation that is solving some of the biggest ones- labour hire, workload management, and operational efficiency.

After completing the first commercial deployments of the technology 6 months ago, and the ongoing analysis and feedback, it’s become explicit Ornata is primed for continuing success. The word-of-mouth chatter of their platform is buzzing across farming networks.

The Opportunity

Ornata is seeking a high-performing,



self-directed Area Sales Manager to take ownership of their Victoria and Southern NSW territory.

This is an active field sales role designed for someone who thrives on being out in the paddock rather than behind a desk. Supported by an internal marketing team that generates qualified leads, the Area Sales Manager will manage the entire sales pipeline, from initial conversations through to in-field demonstrations and signed contracts.

Because Ornata’s autonomy systems integrate directly into daily farm operations, this position requires an honest, consultative sales approach. Farmers buy from people they know and trust, making an authentic local presence in the region essential to success in this role.

Key Responsibilities

Reporting directly to Ornata’s Commercial Lead and working alongside the Operations Manager, the Area Sales Manager will:

- Own and progress the end-to-end sales cycle across Victoria and Southern NSW.
- Meet regularly with growers and agricultural businesses in the field, at field days, and across industry events.
- Lead and support hands-on, in-field technology demonstrations to showcase Ornata's autonomous solutions in action.
- Align sales commitments with operational capacity to ensure every solution promised can be safely and reliably delivered.
- Keep CRM tracking, pipeline forecasting, and deal qualification structured and accurate.
- Feed operational feedback and customer insights from the paddock back to Ornata’s product and commercial leadership teams.

What Success Looks Like:

- First 90 Days: You will thoroughly understand Ornata’s platform, take ownership of active opportunities, and confidently lead client conversations across the territory.
- First 12 Months: You will have established a healthy pipeline,



delivered consistent new contracted revenue across Victoria and Southern NSW, and built strong, lasting relationships within the regional agricultural community.

About You:

Ornata is looking for an experienced field sales professional who can build trust with farmers and operate independently across a broad territory.

Experience and Skills:

- A proven track record in regional field sales or territory management, ideally within the agricultural sector.
- The ability to connect naturally and authentically with customers.
- Strong commercial discipline around lead qualification, follow-ups, and CRM management.
- Excellent communication skills, with the ability to explain complex technology clearly and transparently.
- A willingness to travel regularly throughout Victoria and Southern NSW as required by the role.
- An understanding of broadacre farming operations and seasonal windows.
- Experience selling farm machinery, agtech, equipment, inputs, or agricultural services.
- An existing network across Victorian and Southern NSW agriculture.

Why Consider This Role?

- Early team members receive equity options, allowing everyone to share in Ornata’s growth and long-term success.
- Play a pivotal role in establishing a new technology category in one of Australia’s most vital sectors.
- A company vehicle is provided for all field travel across the territory.
- Base salary of $100k–$130k (inc. super) plus commission tied to performance targets.

The Process:

At Humans of Agriculture, we pride ourselves on living up to our names-sake, and ensuring the human element is the focus of our recruitment processes. Upon application review, candidates of interest will be contacted for a confidential conversation about the chance with our team. This allows for a two-way conversation for us to provide insights, and for you to ask questions about the role, and business we’re recruiting for.

We are actively reviewing applications, and kick-starting initial conversations. If you’re interested in the opportunity, apply now.

📌 Area Sales Manager - VIC & Southern NSW (Melbourne)
🏢 Humans of Agriculture
📍 Melbourne