VP, Sales and Marketing

About the role

Reporting to the President, the VP of Sales & Marketing is an executive leader responsible for driving profitable revenue growth, increasing market share, strengthening customer relationships, and building a high-performing sales organization. This executive leader oversees New Equipment Sales, Aftermarket Sales, Dock & Door Sales, Inside Sales Support, Business Intelligence, and Marketing, while establishing the strategy, processes, performance expectations, and leadership necessary to achieve both short- and long-term business objectives. The role serves as a key member of the Executive Leadership Team and represents RSC with customers, The Raymond Corporation, dealer partners, suppliers, and industry organizations. The role will be required to travel regionally 20-30% of the time.

Responsibilities

• Develop and execute sales strategies that drive revenue, profitability, market share, and customer growth.
• Align sales resources, territories, and account plans with market opportunities and business priorities.
• Drive new business development while expanding existing customer relationships.
• Align sales resources with market opportunities, customer potential, and organizational priorities.
• Lead new product initiatives and sales strategies that support long-term growth.
• Provide leadership, direction, and accountability for the sales organization.
• Recruit, develop, and retain high-performing sales leaders and team members.
• Establish clear goals, performance standards, and operating rhythms that promote accountability and execution.
• Build organizational capability and succession strength for future growth.
• Create a culture of ownership, collaboration, continuous improvement, and accountability.
• Own the sales forecasting process and ensure accurate pipeline visibility and performance reporting.
• Establish and monitor key performance indicators related to revenue, bookings, pipeline health, market share, and customer growth.
• Leverage business intelligence and market insights to identify opportunities, risks, and strategic priorities.
• Partner with Finance to align forecasts, revenue expectations, profitability objectives, and annual business plans.
• Regularly communicate performance, trends, opportunities, and risks to the President and Executive Leadership Team.
• Promote a customer-focused, consultative sales approach throughout the organization.
• Maintain executive relationships with key customers and participate in strategic business reviews and negotiations.
• Monitor industry trends, market conditions, and competitive activity to inform business strategy.
• Represent RSC within the Raymond dealer network and the broader material handling industry.
• Provide strategic direction and oversight for Marketing, ensuring alignment with business objectives and sales priorities.
• Support brand positioning, digital marketing, lead generation, customer communications, events, and sales enablement.
• Measure marketing effectiveness and ensure investments support growth objectives.
• Promote enterprise thinking and collaboration, balancing functional priorities with what is best for RSC as a whole.
• Collaborate with and build strong relationships with Operations, Service, Rental, Parts, Finance, and People Operations to ensure alignment and customer success.
• Translate enterprise strategy into clear priorities and actions.
• Champion accountability, collaboration and continuous improvement.
• Drive organizational culture and framework.

Qualifications