Key Tubing & Electrical, a long-standing South Australian manufacturer supplying custom electrical components across multiple industries, sought to appoint a Commercial Director – Sales & New Products to support the next phase of its growth.
The role was created to strengthen commercial leadership across sales, customer diversification and new product development, with a clear mandate to reduce reliance on a single major customer and expand the business across priority industrial and defence-adjacent sectors. The position formed part of the senior leadership team and required close collaboration with engineering, operations and product development.
The organisation required a senior commercial leader capable of driving revenue growth while also shaping the future product portfolio. This demanded strong B2B sales capability, technical literacy, and the ability to translate customer needs into commercially viable, engineered solutions.
Cultural alignment was critical. The business operates within a flat, practical structure, valuing hands-on leadership, accountability and collaboration. The successful candidate needed to bring strategic thinking without losing operational credibility.
TESS Search Partners undertook a targeted executive search focused on senior commercial leaders with experience across technical manufacturing, OEM environments and complex supply chains. The search prioritised candidates with proven success in sales leadership, customer diversification and new product introduction, as well as the ability to operate effectively at both strategic and operational levels.
Sascha Heib emerged as a strong match, bringing extensive experience across automotive, electrical and industrial manufacturing sectors. His background included senior commercial and general management roles, full P&L accountability, global OEM engagement, and a strong track record in building multi-million-dollar sales pipelines and launching new product initiatives.
Sascha was appointed as Commercial Director – Sales & New Products, joining the senior leadership team at Key Tubing & Electrical. In this role, he is responsible for leading the sales function, expanding the customer base, and driving new product opportunities in collaboration with engineering and operations.
His combination of commercial discipline, technical understanding and people leadership aligned closely with the organisation’s growth strategy and long-term objectives.
