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Job Description
Job Id:
206
# of Openings:
0
Job Title: Director of Marketing
Department: Marketing
Reports To: VP of Sales and Marketing
Job Type: Full-Time Onsite, Salaried Exempt
Position Summary
HC Forklift America is seeking a strategic and commercially driven Director of Marketing to lead onsite marketing initiatives with a primary focus on industrial material handling, dealer network development, and aftermarket growth (parts, service, and lifecycle support).
This role is designed for a proven industrial material handling professional with deep experience supporting dealer-based distribution models and aftermarket revenue strategies. The Director will drive brand positioning, commercial growth, and dealer effectiveness across material handling, industrial B2B, and rental markets.
In addition to marketing leadership, this role will oversee dealer enablement, sales training, pricing strategy, fleet programs, and digital/commercial tools, ensuring alignment across the full equipment lifecycle—from initial sale through aftermarket support.
The Director will partner closely onsite with Training, IT, Digital Architecture, Finance, Engineering, Factory, Sales, Aftermarket, and Operations teams to ensure product messaging, dealer programs, and commercial strategies are aligned and effectively executed.
This is a hands-on, onsite leadership role responsible for translating strategy into execution across dealer channels and aftermarket growth initiatives.
Critical Requirement
This role requires direct experience in the industrial material handling industry, including:
- Experience in forklifts, warehouse equipment, or industrial capital equipment
- Proven work within a dealer-based distribution network
- Exposure to or ownership of aftermarket strategies (parts, service, lifecycle revenue)
- Strong understanding of dealer economics, pricing, and channel performance
Candidates without relevant industry and dealer network experience will not be considered.
Strategic Marketing & Commercial Leadership
- Develop and execute marketing strategies aligned with company goals to drive market share growth, dealer performance, and aftermarket revenue expansion.
- Define and lead commercial growth strategy across dealer, rental, fleet, national accounts, and aftermarket segments.
- Drive brand positioning within the U.S. industrial material handling market, ensuring alignment with dealer and aftermarket strategy.
- Lead the onsite marketing team, fostering accountability, execution excellence, and commercial impact.
- Conduct market research including Voice of Customer (VOC) and Voice of Dealer (VOD) to inform strategy, pricing, product planning, and aftermarket opportunities.
- Ensure consistent brand and product messaging across all dealer-facing and customer-facing channels.
Dealer Strategy, Enablement & Aftermarket Growth
- Develop and execute dealer-focused marketing and commercial programs to increase equipment sales and aftermarket penetration.
- Support and enhance dealer aftermarket performance, including parts and service program alignment.
- Design and implement dealer sales programs, incentives, and CO-OP marketing initiatives.
- Provide tools, resources, and campaigns that improve dealer effectiveness across equipment and aftermarket revenue streams.
- Partner with aftermarket and service leadership to support lifecycle revenue growth strategies.
Sales Enablement & Training
- Lead development of dealer and internal training programs, including:
- Material handling product knowledge and solution selling
- Pricing strategy, margin management, and ROI analysis
- Aftermarket positioning (parts, service, lifecycle value)
- Ensure training programs align with dealer performance goals and commercial strategy.
- Partner with Training teams to scale programs across new products, pricing models, and aftermarket initiatives.
Pricing, Fleet, National Accounts & Aftermarket Integration
- Own pricing strategy, governance, and execution across equipment, dealer channels, fleet programs, and national accounts.
- Integrate aftermarket considerations into pricing and commercial programs (lifecycle profitability).
- Lead development of bid specifications and proposals for major fleet and national account opportunities.
- Support rental and fleet strategies with aligned marketing and commercial positioning.
- Participate in evaluation and approval of new dealers, partners, and national account opportunities.
Cross-Functional Collaboration
- Partner with Engineering and Factory teams to align product positioning, features, and launch strategies.
- Collaborate with IT and Digital Architecture to develop tools supporting dealer performance, pricing, and aftermarket programs.
- Work closely with Aftermarket, Service, and Parts leadership to align messaging and growth strategies.
- Support Finance in development of internal financing and lifecycle solutions for dealers and customers.
Process Simplification & Digital Enablement
- Lead initiatives to simplify commercial workflows, pricing processes, and dealer engagement models.
- Oversee development of internal and dealer-facing tools supporting sales execution, aftermarket tracking, and performance analytics.
- Ensure systems support scalability, reporting accuracy, and dealer adoption.
Marketing Execution, Trade Shows & Industry Presence
- Lead all marketing channels including digital, content, events, and trade shows.
- Own execution of major material handling and rental industry events.
- Support product launches, customer demos, and go-to-market strategies.
- Develop high-impact collateral aligned with product, pricing, dealer programs, and aftermarket offerings.
Marketing Performance & Commercial Analytics
- Track and report on key metrics including dealer performance, aftermarket growth, lead generation, and ROI.
- Use data-driven insights to optimize marketing, pricing, and dealer programs.
- Ensure alignment between marketing initiatives and measurable commercial outcomes.
Qualifications
- Bachelor’s degree in marketing, Business, Finance, or related field; MBA preferred
- 8+ years of experience within industrial material handling or related capital equipment industries (required)
- Proven experience working with dealer networks and distribution channels
- Experience supporting or driving aftermarket (parts/service) strategies strongly preferred
- Background in equipment rental, leasing, or fleet programs is highly desirable
- Experience in sales enablement, training, and cross-functional leadership
- Strong understanding of pricing strategy, dealer economics, and lifecycle revenue models
- Experience with digital tools, CRM systems, analytics, and workflow optimization
Work Environment
- Fully onsite role requiring close collaboration with cross-functional teams including Sales, Aftermarket, IT, Engineering, and Operations
- Active involvement in dealer engagement, training, product marketing, and aftermarket strategy execution
- Travel approximately 25–40% for dealer visits, training sessions, trade shows, and customer engagement
Success Metrics
- Dealer Performance: Measurable improvement in dealer sales effectiveness and market coverage
- Aftermarket Growth: Increased parts and service revenue contribution across dealer network
- Market Share Expansion: Growth in key industrial, rental, and logistics segments
- Program Effectiveness: Successful implementation and adoption of dealer programs and incentives
- Pricing Discipline: Improved margin performance and pricing consistency
- Training Impact: Dealer and sales teams effectively trained on product, pricing, and aftermarket strategies
- Marketing ROI: Measurable lead generation, pipeline contribution, and revenue impact
Benefits Include:
- Medical, Dental, and Vision insurance
- 401(k) with company match
- Paid Time Off (PTO) and Paid Holidays
- Employee Assistance Program (EAP)
Additional Information
This job description reflects the current expectations for the position but is not intended to be all-inclusive. Duties, responsibilities, and qualifications may be modified or reassigned at any time to meet the evolving needs of the organization.
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