Animal Comfort and Performance Advisor

Position Purpose:

Reporting to the National Sales & Business Development Lead, the Animal Comfort & Performance Advisor (ACPA) is responsible for maintaining and developing dealer relationships, promoting Animat solutions, delivering training programs, and identifying new business opportunities within the assigned territory.  The territory would cover Washington, Oregon, and Idaho, as well as Alberta, Saskatchewan, Manitoba and British Columbia.  

As the primary owner of dealer channel accounts, the ACPA plays a critical role in advising end users (farmers) on optimizing animal comfort, health, and operational performance through Animat solutions. This includes providing hands-on expertise, practical recommendations, and tailored solutions to enhance animal welfare, increase productivity, and maximize ROI.

The ACPA serves as the bridge between farm clients and the dealer network, ensuring end-user needs are understood, solutions are implemented effectively, and dealers are supported to grow their business.

Key Responsibilities:

Dealer Management & Sales Support

• Maintain and develop relationships with existing dealer accounts.


• Promote Animat solutions to drive sales through the dealer network.


• Develop and deliver training programs and technical support for dealer teams.


• Serve as the main point of contact for dealer accounts to ensure seamless business flow.


• Conduct regular farm visits to demonstrate products, provide technical support, and gather feedback.


• Address customer inquiries, complaints, and concerns promptly.


• Support marketing activities, including trade shows, conferences, and other events.

End-User Advisory

• Advise farmers on optimizing animal comfort, health, and herd performance.


• Provide tailored solutions leveraging Animat products and technologies.


• Conduct farm assessments, make recommendations, and support implementation.


• Demonstrate ROI and operational benefits of Animat solutions.

Business Development

• Identify and pursue new business opportunities within the territory.


• Develop plans to expand Animat’s market presence and product adoption.


• Collaborate with dealers to convert end-user needs into sales opportunities.

Performance Monitoring

• Monitor KPIs, sales metrics, and dealer performance across the territory.


• Identify gaps or underperformance and implement corrective actions with dealers and internal teams.


• Report progress and insights to the National Sales & Business Development Lead.

 Market Intelligence

• Provide feedback on market trends, competitor activity, and customer needs.


• Contribute insights to product development and positioning.

Product & Market Knowledge

• Stay updated on industry trends, dairy and beef farming practices, and competitor activities.


• Develop a deep understanding of Animat’s product portfolio and its application in livestock operations.


• Provide input to the product development team based on customer feedback.

Sales Reporting & Analysis

• Track projects and opportunities to ensure cohesive development of Animat sales in the territory.


• Use CRM tools to plan visits, record activities, and schedule follow-ups.


• Prepare structured and ad hoc market reports to track performance and support sales targets.

Key Competencies

• Strong knowledge of animal husbandry, dairy and/or beef production, and herd management.


• Technical expertise in animal comfort solutions (mats, bedding, mattress systems)


• Excellent advisory and consultative skills with farm clients.


• Strong interpersonal and relationship-building skills with dealers and end users.


• Ability to interpret and act on sales metrics and KPIs.


• Self-motivated, proactive, and able to manage a large territory independently.


• Strong problem-solving, analytical, and communication skills.


• Ability to collaborate across internal teams to achieve results.


• Financial acumen and business-minded approach.

Success Metrics

• Growth in dealer sales and territory revenue.


• Successful adoption of Animat solutions by end-user clients.


• Improved farm performance metrics (animal comfort, health, productivity).


• High dealer satisfaction and engagement.


• Effective training and support delivered to dealer networks.

Qualifications & Experience

• University degree in Agriculture, Animal Science, or related field; relevant agricultural experience accepted.


• Minimum 5 years of sales, advisory, or technical support experience in agriculture industries.


• Strong understanding of dairy and/or beef farm operations and farmer needs.


• Proficiency in CRM tools and Microsoft Office Suite.


• Excellent communication, negotiation, and interpersonal skills.


• Valid driver’s license and willingness to travel extensively.