Steelforce America announces two new hires

Steelforce America has announced the appointment of a new sales manager and sales director for its industrial segment.

Ian Waddell takes up the role of sales manager, industrial, reinforcing the company’s continued investment in expanding its commercial presence across North America.

In this role, Waddell will focus on developing and growing Steelforce America’s industrial customer base, supporting the company’s strategy of delivering integrated steel and metals solutions across a broader range of end-use markets.

As Steelforce America continues to scale, the need for commercially driven talent with strong market awareness and relationship-building capabilities has become increasingly important. Waddell’s appointment reflects the company’s commitment to strengthening its regional execution while leveraging its global supply network.

Waddell joins Steelforce America from JFE Shoji America, where he served as regional sales manager, managing a diverse steel trading portfolio across construction and tinplate markets. He developed new accounts from the ground up, converting them into long-term, profitable business through strategic sourcing and supply chain execution.

Earlier in his career, Waddell held roles at Worthington Steel and led sales strategy for a startup organisation, demonstrating both commercial discipline and entrepreneurial drive. His experience spans pricing strategy, contract negotiation, and end-to-end coordination from mill sourcing through delivery.

The appointment of Ren Saito as Steelforce’s sales director, commercial – industrial, further strengthens the company’s leadership team.

In this role, Saito will lead commercial strategy and business development across industrial sectors, with a focus on diversifying Steelforce America’s customer base and accelerating growth beyond traditional packaging markets.

As Steelforce America continues to evolve, the company is placing increased emphasis on leadership that can connect global supply capabilities with new market opportunities. Saito’s appointment reflects this strategic direction.

Saito joins Steelforce America from JFE Shoji America, where he most recently served as Manager, Business Development. In that role, he generated more than $45 million in revenue in 2024 and led a team responsible for delivering over $10 million in gross profit. His track record includes building new markets, scaling revenue growth and establishing long-term partnerships across the US.

Over his career, Saito has demonstrated a consistent ability to identify new opportunities, develop sustainable business models, and manage complex customer and supplier relationships across global markets. Bilingual in English and Japanese, he brings a strong international perspective aligned with Steelforce America’s globally connected platform.