Navigating the Step from Sales Management to Branch Management 

An interview with Andrea Fell, Ames Tile and Stone 

At DMC Recruitment, we’re all about making those crucial connections between exceptional talent and top companies in the building materials industry. As Stephen mentions in the interview, our job becomes a breeze when we encounter outstanding candidates like Andrea Fell. 

In this interview, Stephen Borer chatted with Andrea Fell about her journey from a sales manager position to a branch manager role at Ames Tile & Stone. She shares insights on her career transition, the challenges and triumphs she’s faced, and how Recrutement DMC played a pivotal role in connecting her with Ames.  

Andrea also offers valuable advice to other professionals looking to ace their interviews and advance their careers. Her story is a testament to the opportunities available in this industry for those who are prepared, ambitious and have the capacity to take on additional responsibilities. 

The Interview

Stephen Borer (SB): Can you tell us a bit about your background and how you got started in the building materials industry? 

Andrea Fell (AF): Before I entered the flooring industry, I was in recruitment, mainly working with temporary foreign workers. After getting married and going on maternity leave, I wanted a change. I stumbled into the flooring industry in 2014 after applying for various jobs. Once I met with the management and learned what the role entailed and the opportunities for growth, I knew it was a good fit for my personality and aspirations. I started with Euro Ceramic Tile in an inside sales role, then moved to an architecture and design role. In 2020, I joined EKSA Tile in an architecture & design management position. It was a brand-new company, and we significantly grew it. That experience prepared me for my current role at Ames Tile & Stone, which I started in 2024.

SB: How has the transition from sales manager to branch manager been for you?

AF: The biggest difference is the day-to-day processes. Both roles involve looking after other people, but as a branch manager, the scope of responsibility is much larger. The main challenge was understanding the strengths and weaknesses of different departments and individuals and leveraging these findings to create a positive company culture and improve productivity. This was a big shift from my role as a sales manager. 

SB: What kind of support have you received from Ames during onboarding? 

AF: Ames has been fantastic! There’s a lot of coaching available for one-on-ones. We have quarterly branch manager and leadership meetings, roundtables, webinars, and seminars with fantastic speakers. I’ve also had the opportunity to visit other branches and sit with other branch managers for learning opportunities. The support is endless, and as long as there’s a reason to travel and learn a particular topic, the option remains open. 

SB: Going into the interview for the branch manager role, did you face any particular challenges? 

AF: I didn’t have branch manager experience, but I had sales management and sales experience. I relied heavily on that and prepared extensively by researching branch manager roles in the industry. The interview felt more like a conversation than a traditional Q&A, which made it easier. Experience doesn’t define capability, so if you think you’re suited for a role, do the preparation and work for it, and you’ll set yourself apart. 

SB: Interesting answer, and I 100% agree with that. Transparency is hugely important. When I spoke with you as a candidate, I could see you were determined, prepared, and ready to go the extra mile. I knew you were going to get this job. When I come across a candidate like you, my job is easy – I just have to connect you with the client.

AF: Right, but you must find the person first, and I do not envy that at all! 

SB: True. So, how has your experience with recruitment been, and do you have advice for candidates working with recruiters? 

AF: My previous experience with another recruitment company lacked professionalism and a personal touch. Working with you has been great – we haven’t spoken in months, and we can pick up right where we left off. My last experience wasn’t like this, which was a clear sign that the company I was interviewing for wasn’t right for me. My advice for candidates is to be yourself and be honest and transparent about your abilities and dedication to wanting the position. 

SB: What advice would you give to someone looking to move from a senior sales role to a branch manager position? 

AF: Be curious and honest about your abilities. Be relentless in your pursuit of personal and professional growth. Always be willing to learn and apply what you’ve learned, but also be ready to let go of processes that no longer serve you. You need to be strong, make concise decisions, and be comfortable being uncomfortable, especially with the human aspect of the job. Transparency and genuine leadership are key. Show that you’re willing to put in the work and preparation for the interview – that’s what will set you apart. 

SB: Finally, how would you sell the tile and stone industry as a career to someone? 

AF: Whether it’s tile and stone, lumber, or any other sector, the key is having a passion for growth and being a leader of people. The product matters more for the salesperson and customer, but for a branch manager, it’s about your drive to succeed with your team. Be passionate about your people and your role as a leader. 

SB: That’s an interesting point because the Spec Rep role involves a lot of passion for the product and sharing it with people. But you’ve grown through that, and now it’s about driving the business and leading your team towards their goals. 

AF: Exactly. That quality should be present in anyone seeking a leadership role, regardless of the product or industry. 

Conclusion 

Our conversation with Andrea highlights the importance of thorough preparation for each stage of the interview process. Andrea was a standout candidate because she meticulously prepared and aligned her skills and experience with the needs of the job, even though it was effectively a promotion for her from sales manager to branch manager. Her preparation allowed her to effectively demonstrate how her skills and experience were relevant to the new role, and her ability to learn and adapt gave Ames Tile & Stone the confidence that she was the right person to invest in for the future success of their Edmonton branch. 

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