Automation Sales Manager - Richmond

Who we are:

Formic is on a mission to reshape American manufacturing by making automation accessible to every factory. As labor constraints rise, costs increase, and global competition intensifies, automation is no longer optional for manufacturers that want to stay competitive.

We deliver automation through a Robotics-as-a-Service model that combines industrial robotics, proprietary software, and full-service support into a single, integrated solution. By removing the traditional barriers of cost, complexity, and risk, we enable manufacturers to deploy automation quickly and realize measurable gains in throughput, safety, and operational efficiency without large upfront capital investment.

Backed by leading investors including Lux Capital, Initialized Capital, Blackhorn Ventures, and Mitsubishi HC Capital North America, Formic is scaling rapidly and building the foundation for a new era of high-performance, Made in America production.

About the team:

Formic’s Sales Team drives adoption of automation across SMB and mid-market manufacturing. The team partners closely with Engineering, Solutions, and Customer teams to educate manufacturers, develop territory strategies, and build pipeline through disciplined outreach and consultative selling.

About the role:

As an Automation Sales Manager, you will be responsible for revenue growth and market expansion within your territory. You will develop and execute a strategic territory plan, build deep knowledge of the regional manufacturing landscape, and establish trusted relationships with manufacturers, integrators, and strategic partners.

You will work directly with customers to evaluate automation opportunities, define project requirements, and collaborate with Engineering and Solutions teams to develop system concepts. You will also lead commercial negotiations and own the full sales cycle from initial engagement through contract execution.

This is an individual contributor role responsible for driving territory growth, building a strong pipeline, and delivering consistent revenue performance.

In this role, you will:

• Own and execute a regional territory strategy to drive pipeline growth and revenue attainment

• Generate and qualify new business opportunities within SMB and mid-market manufacturing accounts

• Lead consultative discovery conversations and on-site meetings with manufacturing decision makers

• Develop tailored automation solutions in partnership with Solutions and Engineering teams

• Advance opportunities through the full sales cycle from prospecting to contract execution

• Build and maintain executive-level relationships across plant, operations, and ownership stakeholders

• Represent Formic at industry events and trade shows to expand regional market presence

• Maintain accurate CRM data, pipeline visibility, and forecast accuracy

• Analyze regional manufacturing trends, competitor activity, and buyer dynamics to refine territory strategy

What makes you a great fit:

• Proven success in full-cycle B2B sales with consistent revenue attainment

• Experience owning and growing a geographic territory independently

• Demonstrated ability to proactively build pipeline in new or underpenetrated markets

• Strong understanding of manufacturing operations and industrial buying processes

• Ability to navigate multi-stakeholder buying committees and technical decision makers

• Analytical mindset with the ability to quantify value and clearly communicate ROI

• Proficiency with Salesforce or comparable CRM systems

• Willingness and ability to travel up to 75% within the assigned territory

• Comfort operating in a fast-growth environment with evolving processes and priorities

Our Total Rewards:

At Formic, we believe people do their best work when they feel supported both professionally and personally. That’s why we offer a comprehensive benefits and perks package for full-time, U.S.-based team members, including:

• Equity in Formic: Participate in our stock option program and share in the success of a fast-growing start-up backed by leading global investors

• Competitive & Uncapped Commission Structure: Designed to reward performance and impact in commission-eligible roles

• Comprehensive Healthcare Coverage: Medical, dental, and vision insurance through Blue Cross Blue Shield and Unum, with 99% of employee premiums covered and 75% coverage for dependents, with optional buy-up plans available

• Additional Insurance Benefits: FSA and DCFSA, life insurance, short-term disability, and long-term disability through Unum, all 100% employer-paid

• Employee Assistance Program (EAP): Fully funded by Formic, offering support when you need it most

• Paid Parental Leave Program: Up to 12 weeks of paid parental leave

• Company-sponsored 401(k): Invest in your future with our company-facilitated retirement savings plan

• Home Office Stipend: A one-time allowance for fully remote and hybrid employees to support an at-home or on-the-road work setup

• Monthly Cell Phone Reimbursement: Monthly stipend toward personal phone and internet expenses

• Flexible Time Off: Take the time you need, when you need it, supported by our flexible PTO policy

Compensation Philosophy

Formic’s pay and equity packages are thoughtfully benchmarked against peer companies at a similar growth stage. Equity represents a meaningful part of our mutual investment: when Formic succeeds, so do you.

Final offers are customized based on experience, geographic location, market considerations, and a candidate’s preferred balance of cash and equity. Our goal is to attract and reward top talent who will have significant impact, and we are open to thoughtful discussions to align on the right structure.

Compensation Range:

$110,000—$145,000 USD

What we look for:

We’re building this company from the ground up, and every person we hire has an outsized impact on our culture, performance, and trajectory. While each team member brings unique strengths and perspectives, we look for people who align with our Operating Principles and embody them in action. If this sounds like you, Formic may be the right place for you!

Fearless Optimism:

You make bold bets and default optimistic. You believe in the mission, aren’t paralyzed by risk, and fear inaction more than failure. You see ambiguity as opportunity and bring energy to building what doesn’t yet exist.

Create the Magic:

You absorb complexity so customers don’t have to. Whether your customer is external or internal, you focus on delivering experiences that are clear, fast, value-added, and outcome-driven. You don’t say “not my job.” You make things work.

Today, Not Tomorrow:

You have a bias to action. You close the loop. You take extreme ownership. You understand that speed compounds, and you don’t confuse activity with results.

Seek Truth:

You think from first principles. You value data over ego and strong opinions loosely held. You’re willing to challenge assumptions, including your own, in pursuit of the best answer.

Made of Rubber:

You are resolute and adaptable. When things break or priorities shift, you rebound stronger. You treat setbacks as learning moments and move forward with grit.

One Formic:

You operate without silos. You practice radical helpfulness, document clearly, and make clean handoffs. You assume positive intent and prioritize team success over individual credit.

Equal Opportunity Employment:

Formic is an equal opportunity employer. We do not discriminate on the basis of race, color, religion or religious creed, sexual orientation, gender, gender identity, marital status, family or parental status, disability, military or veteran status, or any other basis protected by law. All employment decisions are based on a person’s merit, business needs, and role requirements. If you require further accommodations or have questions regarding accessibility of our roles, please reach out to careers@formic.co.

AI Use:

At Formic, fairness and transparency are at the heart of our hiring process. We use AI-powered tools in some interviews to help our teams evaluate candidate responses, but all final hiring decisions are made by humans. You can learn more about how AI is used in our recruitment process by reviewing our AI Hiring Disclosure linked here.