Matthew Goebel
Sherwood Park,AB
Summary
Senior leader specializing in sales capability development, operational structure, and performance improvement across multi-location organizations. Proven ability to build scalable training frameworks, coach frontline leaders, and drive measurable revenue and margin outcomes. Experienced working across dispersed markets, post-acquisition environments, and high-accountability field operations. Core focus: turning strategy into frontline execution.
Overview
16
16
years of professional experience
Work History
Operations Manager
Strathcona Septic Tank Services
Sherwood Park, AB
01.2023 - Current
- Lead operational performance and workforce capability in a technical field-service environment, rebuilding systems and standardizing execution across teams.
- Designed onboarding structure and cross-training framework to stabilize staffing and accelerate job readiness
- Introduced standardized workflows improving execution consistency across dispatch, field teams, and customer delivery
- Implemented company-wide operational software and trained staff on digital adoption
- Reduced aged receivables from ~$300K to under $20K by installing accountability frameworks and process discipline
- Built role clarity and leadership accountability improving morale and operational reliability
- Serve as internal coach to supervisors and frontline staff to reinforce performance standards
Sales – Lubricants & Specialty Products Manager
AFD Petroleum Ltd.
Edmonton, AB
01.2022 - 01.2023
- Owned performance, coaching, and capability development across specialty product sales portfolio.
- Delivered consistent sales growth through disciplined consultative selling frameworks
- Coached customers and internal teams on product positioning and solution-based selling
- Developed distributor training relationships expanding brand adoption
- Built forecasting discipline supporting strategic planning and inventory alignment
Sales Manager, Northern Alberta
GFL Environmental Inc.
Edmonton
01.2018 - 01.2020
- Led dispersed sales teams across multiple Northern Alberta markets during rapid expansion.
- Rebuilt sales discipline post-acquisition through coaching, CRM adoption, and pricing structure
- Supported award and retention of 50+ municipal contracts through coordinated team execution
- Delivered industry-leading price increase retention (94–98%)
- Grew regional revenue from ~$60M to ~$90M annually
- Mentored managers and sales staff to improve consistency and professional selling standards
- Partnered with operations leadership to align service execution with customer expectations
District Sales Manager
GFL Environmental Inc.
Edmonton
01.2015 - 01.2018
- Standardized onboarding and coaching practices across expanding territory
- Delivered sustained growth outperforming major competitors
- Reinforced structured sales execution and leadership accountability
Owner / Director
Klondike Disposal
Edmonton
01.2010 - 01.2015
- Founded and scaled vertically integrated service company to ~$10M annual revenue.
- Built training and onboarding from scratch in a high-growth startup environment
- Developed operational playbooks enabling scale from 2 to 15 trucks
- Installed dispatch technology and trained workforce on system adoption
- Transitioned business from owner-led to structured enterprise
- Maintained high customer retention through service reliability and leadership presence
Education
Diploma - Business Admin - Business Management
Northern Alberta Institute of Technology
Edmonton04-2006
Skills
- Sales Training Strategy
- Onboarding Design
- Leadership Coaching
- Performance Improvement
- Multi-Location Team Development
- Consultative Selling Systems
- KPI-Driven Training
- Change Management
- Field Coaching
- Cross-Functional Alignment
- Revenue Growth & Pricing Discipline
- Program Rollout & Adoption
Timeline
Operations Manager
Strathcona Septic Tank Services
01.2023 - Current
Sales – Lubricants & Specialty Products Manager
AFD Petroleum Ltd.
01.2022 - 01.2023
Sales Manager, Northern Alberta
GFL Environmental Inc.
01.2018 - 01.2020
District Sales Manager
GFL Environmental Inc.
01.2015 - 01.2018
Owner / Director
Klondike Disposal
01.2010 - 01.2015
Diploma - Business Admin - Business Management
Northern Alberta Institute of Technology