VP Rental Services

About the Role

This individual will be the most senior rental executive of the Company and a member of the executive management team. In concert with the CEO, the VP – Rental Services will drive revenue growth, optimize fleet utilization, enhance customer experience, and ensure 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, including achieving 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 strategy with operational excellence to meet long-term growth targets.

The role involves clearly communicating the Rental Services Division’s strategic plans to the executive team and board of managers, along with providing monthly, quarterly, and annual updates. This executive will provide cross-functional direction, leadership, and motivation throughout the Company.

Responsibilities

• 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 and new product offerings complementary to the rental strategy.
  • Align rental strategy with dealership sales, service, and parts operations.
  • Champion the diligence, selection, and management of Allied Equipment partnerships for the 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.

Requirements

• 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 rental operations fundamentals, including fleet management, asset utilization (time and dollars), and lifecycle return on investment.
• Customer-focused mindset with strong relationship management skills.
• Strong financial acumen with experience in P&L management.
• Experience developing and implementing disciplined operational processes across multi-location operations.

Qualifications

• 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, and organizational skills.
• Exceptional communication skills and cross-functional leadership ability.
• Strategic thinker with experience executing in fast-paced, high-growth business models.

Work Environment

The work environment involves occasional exposure to wet and/or humid conditions, moving mechanical parts, and outside weather conditions. The noise level is usually quiet.

Physical Demands

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 sits and walks. The employee may lift and/or move up to 25 pounds. Specific vision abilities required include close vision and color vision.

Travel

Substantial travel is required to various locations across operations to identify opportunities, observe operations, problem-solve, build relationships, and implement operational improvements. Travel is expected to be 8 to 12 days per month, with potentially more initially to become familiar with managers and operations.