Job Description
Summary of Primary Functions:
This individual will be the most senior rental executive of the Company and a member of the Company’s executive management team. In concert with the CEO, the VP – Rental Services will be responsible for driving revenue growth, optimizing fleet utilization, enhancing customer experience, and ensuring the alignment with the Company’s overall business objectives. This role requires strong leadership in multi-branch operations, fleet management, sales execution, and financial performance within the construction equipment industry. The VP – Rental Services will have full responsibility for the newly established Rental Services Division of the Company, including but not limited to achieving the division’s profitability and returns on investment (equity) objectives, implementing best in class operational processes and controls, driving sales to achieve high growth revenue targets, and executing the strategy with operational excellence to achieve the long term growth targets.
The VP – Rental Services will be responsible for clearly, concisely, and accurately communicating the Rental Services Division’s strategic plans to the executive team and board of managers, along with providing monthly, quarterly and annual updates to the CEO and board of managers. It is critical that this executive provides cross-functional direction, leadership and motivation throughout the Company.
Essential and Responsibilities: May include some or all of the following. Other duties may be assigned.
Strategic Leadership
- Develop and execute the Rental Services Division’s strategic plan to drive revenue growth, market share, and profitability
- Identify new market opportunities, including dealership facility expansion within the Company territory, and new product offerings that are complimentary to rental strategy
- Align rental strategy with dealership sales, service, and parts operations
- Champion the diligence, selection, and management of Allied Equipment partnerships for the Company’s Rental Services Division
Operational Excellence
- Oversee day-to-day operations of all rental locations, ensuring consistency, efficiency, and compliance with company standards
- Establish and implement best practices in fleet management, including acquisition, rotation, maintenance, and disposal
- Monitor key performance indicators (KPIs) such as fleet specs, fleet size, utilization rates, return on assets (ROA), return on equity (ROE), rental yield, time to rent ready, and downtime
Financial Performance
- Own the Rental Services Division P&L, including budgeting, forecasting, profitability, and cost management
- Optimize pricing strategies and rate structures to maximize margin, rental share and competitiveness
- Manage capital expenditures related to rental fleet investments
Sales & Customer Experience
- Lead rental sales strategy and execution, including inside sales and outside sales
- Build strong relationships with key accounts from construction equipment and related industries
- Ensure a high level of customer satisfaction through responsiveness, equipment quality, and service reliability
People Leadership
- Recruit, develop, and retain high-performing rental leadership and operational teams
- Drive a culture of accountability, safety, and continuous improvement
- Provide coaching and succession planning for branch and regional leaders
Risk Management & Compliance
- Ensure adherence to safety standards, regulatory requirements, and insurance guidelines
- Mitigate operational risks related to fleet usage, contracts, and transportation
- Oversee contract terms, liability management, and asset security
Qualifications: The requirements listed below are representative of the knowledge, skill, and/or ability required.
- 10+ years of leadership experience in heavy equipment rental, construction equipment dealerships, or related industry
- Experience and track record managing multi-state and multi-location rental operations
- Deep understanding of the fundamentals of rental operations including fleet management, asset utilization (time and dollars) and the importance of the life cycle return on investment
- Customer focused mindset with strong relationship management skillset
- Strong financial acumen with experience in P&L management
- Experience with developing and implementing disciplined operational processes across muti-location operations
Education, Skill, and/or Experience Requirements:
- Bachelor’s Degree in Business, Finance, Engineering or related field
- Advanced knowledge of Rental Software (Integrated Rental or Others), Microsoft Excel, Word and Outlook.
- Diverse knowledge of rental KPIs and performance metrics
- Strong leadership, managerial, organization skills
- Exceptional communication skills and cross functional leadership ability
- Strategic thinker with experience in executing in fast paced (high growth) business models
Work Environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. While performing the duties of this job, the employee is occasionally exposed to wet and/or humid conditions, moving mechanical parts, and outside weather conditions. The noise level in the work environment is usually quiet.
Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is regularly required to stand; use hands to finger, handle, or feel; reach with hands and arms; and talk or hear. The employee frequently is required to sit and walk. The employee may lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, and color vision.
Travel: The position will likely need substantial travel to various locations across the operations in order to identify opportunities, observe operations, problem solve, build relationships and implement operational improvements. Travel will vary but is expected to be 8 to 12 days per month. More travel initially may be required to become familiar with the managers and operations.
We’re an Equal Employment Opportunity and Affirmative Action Employer: Dobbs Equipment is an Equal Employment Opportunity (EEO) and Affirmative Action employer. We are committed to providing an environment free of discrimination, harassment, and retaliation both for our employees and applicants. We make all employment-related decisions on the basis of an individual’s qualifications and job performance. We recruit, hire, promote, train, transfer, and make compensation decisions without regard to race, religion, color, creed, national origin, ancestry or citizenship status, sex, sexual orientation, gender, genetic information, marital status, pregnancy status, age, disability, protected veteran status, or any other characteristic protected by federal, state, or local law.
Notice to Applicants: We participate in E-Verify in the United States.
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Dobbs Equipment is an Equal Opportunity and At-Will Employer.