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When Oskari Kantonen stepped into the role of Sales and Marketing Director at Rex Nordic, he joined a company with bold ambitions. Based in Finland, Rex Nordic had already established itself as the European market leader in professional mobile heaters and coolers—and under Kantonen’s direction, the company was ready to take on North America.
But entering a new market requires more than a great product. It takes local insight, a scalable sales strategy, and most importantly—the right people.
“Sales brings in the money,” Kantonen says. “You need the right team to make it happen.”1
With help from Goldbeck Recruiting, Rex Nordic began building a high-performing field sales team in Canada. The experience offers powerful lessons for companies looking to expand into new markets while maintaining their company culture and standards.
From Accounting to Sales Leadership
Kantonen didn’t begin his career in sales. “I actually started out in accounting,” he explains. “But life took me into sales.”
His business and sales background eventually led him to Rex Nordic, where he now oversees a team of sales managers and guides the company’s strategic expansion across Europe and beyond.
Establishing a Canadian Presence
In early 2025, Rex Nordic launched its Canadian subsidiary, officially operating under the name Canadian Rex Nordic Corporation.
“Our headquarters is in Finland, but we’re treating Canada as a local market,” Kantonen says. “We ship to Vancouver, we have local field sales reps, and we’re working through a growing network of Canadian dealers.”
The company got off to a fast start. After exhibiting at an agricultural equipment expo in Red Deer, Alberta, the team walked away with three new dealers. Within just a few months, they’d grown their Canadian dealer network to 65.
“We drove from Vancouver to Red Deer, which gave us two days in a van to align on the strategy,” Kantonen recalls. “It was a great experience.”
Scaling Sales With a Strategic Recruiting Partner
To make their North American plans a reality, Rex Nordic turned to Goldbeck Recruiting to help them find experienced, locally based talent.
“We were already running behind schedule and needed to move fast,” says Kantonen. “We met with a few firms, but when we spoke with Henry Goldbeck and Ece Ozer, they just got our idea immediately. That gave me confidence.”
Goldbeck’s team, led by Senior Recruiter Vanessa Cox, provided a quick turnaround.
“She’s brilliant,” says Kantonen. “We got a strong batch of candidates. We conducted interviews from Finland, and one of those hires is now our Sales Manager for Canada.”
Rex Nordic plans to grow that team to 12 as they continue scaling across North America.
Building a Sales-Ready Culture
Kantonen’s approach to team building is rooted in mindset and adaptability.
“Sales is a numbers game,” he says. “You’ve got to be out there knocking on doors, making calls, setting meetings. But you also need to be analytical. If something’s not working, you have to figure out why—and adjust.”
He looks for hires with grit and curiosity.
“You don’t need an engineering degree to sell our products,” he says. “If I can understand it, so can someone else. It’s about energy, enthusiasm, and being able to read the customer.”
While he sees sales as the engine, he also knows the importance of support.
“Marketing is there to generate leads, share knowledge, and make sales stronger,” he says. “It’s a team game.”
Seeing Is Believing: The Product Advantage
Rex Nordic’s core product is a diesel-powered industrial heater, used in large spaces like workshops, logistics centers, and agricultural operations.
“It’s fast, affordable, and efficient,” Kantonen explains. “No smoke, no fumes, no noise.”
He believes the best way to win people over is to let them experience it.
“That’s why I love expos,” he says. “When people see our product in action, they get it.”
Final Thoughts: Global Vision, Local Execution
Today, Rex Nordic operates in 13 countries—with plans to hit 15 by fall—and supports more than 2,100 dealers. With their Canadian expansion well underway and a growing team in place, they’re staying true to their mission.
“We want to be the global market leader,” Kantonen says. “And that means building strong local teams wherever we go.”
His takeaway for companies planning their own international growth?
“Don’t underestimate the importance of good recruitment,” he says. “The right people make all the difference—and a good partner can help you find them.”
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