General Manager of Rental Division

About the role

Stowers Machinery is proud to expand from East Tennessee into Southern Florida through the launch of Coastal Construction Equipment, LLC, the region's Cat® Compact Equipment Dealer. This significant growth initiative will establish a new organization designed to provide customers throughout Southern Florida with exceptional equipment sales, rental, parts, service, and product support. The General Manager of the Rental Division is responsible for leading all rental operations across Coastal CAT, ensuring strong financial performance, high equipment utilization, and exceptional customer service. This role oversees rental strategy, fleet management, branch rental operations, and team performance to support growth and profitability. Working closely with executive leadership, sales, product support, and logistics teams, the General Manager ensures that rental operations align with company goals, market demand, and customer expectations. The position plays a key role in developing rental talent, optimizing fleet investments, and strengthening the company’s presence in the rental market.

Responsibilities

• Lead and manage rental operations across all branches and territories
• Develop and implement rental strategies, goals, and performance metrics
• Oversee fleet planning, acquisitions, disposals, and utilization targets
• Build and maintain strong relationships with key customers and industry partners
• Collaborate with sales, product support, and logistics teams to support customer needs
• Monitor market conditions and adjust rental strategies to maintain competitiveness
• Provide coaching, training, and performance feedback to rental managers and staff
• Ensure accurate forecasting, reporting, and rental system documentation
• Represent the company at industry events, customer meetings, and manufacturer functions
• Lead, mentor, and develop the rental team across all locations
• Promote a culture of safety, accountability, and customer focus
• Support succession planning and talent development within the rental division
• Align rental strategies with company goals and communicate expectations clearly
• Collaborate with leadership teams to support cross functional initiatives

Requirements

• Understanding of rental operations, equipment applications, and market demand
• Ability to develop and execute rental strategies that support revenue and utilization goals
• Strong leadership and communication skills for managing teams and customer relationships
• Ability to analyze rental metrics, fleet performance, and financial results
• Knowledge of pricing structures, rental agreements, and fleet planning
• Ability to collaborate across departments to support customer solutions

Bachelor’s degree in business, operations management, or a related field preferred. Equivalent experience in rental operations or leadership may be considered.

• Ability to travel regularly to branch locations, customer sites, and industry events
• Ability to sit or stand for extended periods during meetings or travel
• Ability to manage multiple priorities and deadlines
• Ability to interact with customers and employees in office, shop, and field environments

Work performed in both office and field environments with frequent customer and branch interaction. Regular collaboration with rental, sales, product support, and executive teams. Fast paced environment requiring adaptability and strong communication. Standard business hours with additional time required for travel, events, or operational needs. Most work is conducted in a comfortable office environment but exposure to site conditions may also occur. Personal protective equipment must be worn in areas as required. Although the work usually is not considered inherently dangerous, employees must be careful while performing onsite services.

Qualifications

• Experience in rental management, equipment operations, or dealership leadership
• Familiarity with Caterpillar products, rental systems, or heavy equipment industries
• Training or certification in business management, operations, or leadership

Skills

• Experience managing multi location rental operations or large equipment fleets
• Strong negotiation, problem solving, and decision making skills
• Familiarity with rental systems, fleet management tools, and reporting platforms
• Ability to work independently and collaboratively in a fast paced environment