Steelforce America has announced the appointments of Ren Saito as Sales Director, Commercial – Industrial, and Ian Waddell as Sales Manager, Industrial. These strategic hires reinforce Steelforce America’s commitment to expanding its commercial presence and accelerating growth across industrial markets in North America.

As the company continues to scale, it is placing increased emphasis on leadership capable of connecting global supply networks with new market opportunities. These appointments reflect a strategic focus on diversifying the customer base beyond traditional packaging markets into sectors such as construction and energy.

Ren Saito, Sales Director, Commercial – Industrial

Saito will lead commercial strategy and business development, focusing on diversifying Steelforce America’s industrial reach. He joins from JFE Shoji America, where he recently served as Manager, Business Development.

• Proven Impact: In 2024, Saito generated over $45 million in revenue and led a team delivering more than $10 million in gross profit.
• Global Perspective: Bilingual in English and Japanese, Saito brings an international perspective that aligns with the company’s global platform.

Ian Waddell, Sales Manager, Industrial

Waddell will focus on growing the industrial customer base and delivering integrated metals solutions across a broad range of end-use markets. He also joins from JFE Shoji America, where he served as Regional Sales Manager.

• Industry Expertise: His background includes roles at Worthington Steel and leadership in sales strategy for a startup organisation.
• Operational Discipline: Waddell’s experience spans the entire supply chain, from mill sourcing and pricing strategy to contract negotiation and final delivery.

Executive Commentary

“Ren and Ian both bring a level of professionalism and energy that is critical for our expansion,” said Davide Padovani, CEO of Steelforce Packaging. “Ren’s ability to grow business across multiple industries and Ian’s instinctive understanding of relationship-building make them exceptional additions to our team”.

Brion S. Talley, CEO, North America, Steelforce America, added: “Ren’s relentless approach to building business and Ian’s ability to translate market insight into action are exactly what we need to drive our model forward. They both understand how to create lasting partnerships while driving disciplined growth”