About the role
About Ornata
Ornata is building the remote operations platform for agriculture.
We help farms operate machinery without a human in the cab, using the equipment they already own. Our service combines retrofit autonomy hardware, remote operators, AI, and operational systems to unlock the benefits of autonomy for every farm.
We are working with some of Australia's leading broadacre farming businesses and are now building the commercial and operational foundations required to scale safely, reliably, and repeatably.
About the role
We are looking for an Area Sales Manager to win and grow customers across Victoria and southern NSW.
This is a field sales role. You'll own your territory — our marketing team will generate leads, and you'll progress sales from first conversation through to signed contract and beyond. You'll spend most of your week on the road, in the paddock and at the kitchen table, not behind a desk.
You can be based anywhere sensible across Victoria or southern NSW. What matters is being close to your customers and out across the region.
Ornata puts autonomy to work on customers' own machines. What you sell has to match what our product and operations team can safely and reliably deliver, so this is a disciplined, honest sales role, not a hard-sell one. Our customers are pragmatic people making practical decisions about machinery, labour, risk, and timing. They buy from people they know and trust, which is why a strong local presence in the territory matters.
You'll report to our Commercial Lead and work within the sales process and pricing they set, while owning everything that happens in your territory.
What you'll do
Working closely with the Commercial Lead and Operations Manager, you'll match sales to the available build slots and help achieve the company's growth objectives.
- Get out and meet farmers and farm businesses across the region — in the paddock, at field days, and at industry events.
- Take deals end to end: qualify, run demonstrations, propose, and close.
- Build long-term relationships and grow existing accounts in the territory.
- Run and support in-field demonstrations of Ornata's technology.
- Keep CRM, forecasting, and pipeline discipline tight and honest.
- Work closely with operations so every commitment you make is deliverable.
- Feed what you learn in the field back to the Commercial Lead, product, and operations teams.
What success looks like
In the first 90 days, you'll know Ornata's product and customers, have taken ownership of your territory and the live opportunities in it, and be running deals with confidence.
Over the first 12 months, success means a healthy pipeline of prospects and consistent new contracted revenue across Victoria and southern NSW, strong relationships with customers in the region, and working with the Commercial Lead to provide disciplined forecasting for the company.
Requirements
We are looking for a field sales professional who can build trust with farmers and run a territory with discipline and independence.
You'll likely be a good fit if you:
- Have a track record in field sales or territory management, ideally selling to farmers or farm businesses.
- Build trust quickly with practical, no-nonsense customers.
- Are disciplined about qualification, follow-up, CRM, and forecasting.
- Can explain technology clearly and honestly, and know when not to oversell.
- Are happy to travel as required to get the job done.
- Respect product, operations, and safety constraints, and sell within them.
- Understand farming and farmers in the designated area — and if that knowledge is limited, are a fast learner.
Useful experience — any of the following would help, but none are strict requirements:
- Selling agricultural machinery, agtech, equipment, inputs, or services to farmers.
- Working for a dealership, machinery brand, agronomy, or ag-services business.
- Running product demonstrations in the field.
- An existing network across Victoria and southern NSW agriculture.
- Familiarity with broadacre farming and its operating windows.
Benefits
- Be part of a committed team and see the rewards of your work — all early team members, including this role, hold company options, so each of us is rewarded for the company's success.
- Own a territory in a company building a new category in agriculture, with room to grow as we expand.
- A work vehicle.
- Work directly with the Commercial Lead and the founders.
- Be part of a team building technology for one of Australia's most important industries.
Base package of $100,000–$130,000, inclusive of superannuation, plus commission paid on achieving budgets.