Rental Manager

About Vermeer Southeast

Vermeer Southeast Sales & Service, Inc, founded in 1967 is a heavy equipment sales and services dealer with locations in Florida, Georgia, and Alabama. In 2018 VSE became a 100% employee-owned company.

About the role

Vermeer Southeast is seeking an experienced and dynamic Rental Manager to join our team. This strategic leadership role is responsible for overseeing all equipment rental operations, optimizing fleet utilization, fostering strong customer relationships, and driving revenue growth, all while ensuring operational excellence. The Rental Manager will lead efforts to maintain and grow our market presence by managing a large-scale fleet of heavy equipment, ensuring financial performance, and delivering exceptional customer service. The ideal candidate will have 10-15 years of extensive experience in the rental equipment industry, with a proven track record of success in fleet management, financial oversight, and profitability in a competitive market. A deep understanding of heavy equipment and the ability to develop and execute strategies that align with business objectives are essential for success in this role.

What you'll do

Customer Relationship Management

• Develops and maintains strong customer relationships to drive repeat business and expand market share.
• Develops and executes strategies to increase repeat business and customer retention, ensuring a steady pipeline of rental clients.
• Leads customer negotiations for rental agreements, ensuring optimal pricing and contract terms.
• Establishes and tracks customer satisfaction metrics, using feedback to improve rental service and responsiveness.
• Partners with key customers to anticipate future rental needs and recommend fleet expansion strategies based on usage patterns.
• Resolves customer inquiries and issues related to rental equipment promptly and strategically to maintain high customer satisfaction.

Team Management and Development

• Plays a key role in developing Vermeer Southeast’s rental strategy, shaping the program to drive long-term revenue growth and customer loyalty.
• Provides strong leadership and mentorship to rental staff, fostering a high-performance culture.
• Develops training programs to enhance the team's industry knowledge, sales acumen, and customer service skills.
• Develops a high-performing rental team through structured training, mentorship, and leadership development initiatives.
• Implements mentorship and leadership development initiatives to build internal talent pipelines and strengthen succession planning within the rental team.
• Sets performance goals for the rental team and conducts regular performance evaluations.
• Fosters a culture of collaboration between the rental department and other departments, such as service, parts, and sales.

Fleet Management

• Develops and executes long-term fleet strategy, including acquisitions, disposals, and lifecycle management, based on data-driven insights.
• Maintains compliance with equipment safety and emissions regulations.
• Analyzes fleet utilization and rental trends to maximize ROI and minimize idle inventory.
• Leverages real-time fleet tracking and telematics to monitor utilization, reduce downtime, and optimize rental availability.
• Works closely with the service department to implement predictive maintenance strategies, ensuring equipment uptime and reducing unplanned repairs.
• Develops a comprehensive lifecycle management plan to optimize fleet acquisition, depreciation, and disposal strategies based on market demand and ROI.
• Manages rental fleet availability to meet customer demand and minimize downtime.

Financial Management

• Leads financial planning for rental operations, including budgeting, forecasting, and cost control strategies.
• Owns the rental department's financial performance, including revenue, expense control, pricing strategies, and ROI maximization.
• Monitors rental revenue, accounts receivable, and profitability metrics, ensuring rental contracts are financially viable.
• Tracks key financial indicators (e.g., return on investment, cost per hour) and implements strategies to improve them.
• Tracks and analyzes cost-per-hour metrics, utilization rates, and asset depreciation to maximize rental fleet profitability.
• Develops and monitors budget forecasts, variance analyses, and revenue projections to ensure rental financial targets are met or exceeded.
• Uses data-driven pricing models and rate optimization tools to maintain competitive pricing and maximize profitability.
• Collaborate with executive leadership to align rental department goals with overall business objectives.

Marketing and Business Development

• Develops and executes strategic initiatives to grow rental revenue, expand market share, and identify new business opportunities within existing and untapped customer segments.
• Regularly assess market trends, competitive pricing, and customer demand to adjust rental strategies and maintain a competitive edge.
• Collaborates with marketing to promote rental offerings and drive customer engagement through campaigns, trade shows, and other marketing activities.
• Identifies and builds relationships with potential new clients and markets.
• Identifies untapped customer segments and industry verticals to expand the rental program into new high-growth markets.
• Oversee all short- and long-term rental contracts, rent-to-buy activities, and opportunities for potential sales.
• Conducts market analysis, risk assessments, and stays abreast of competitive activities and market trends.
• Monitors competitor pricing, fleet availability, and market trends, adjusting rental strategies to maintain a competitive edge.
• Identifies and capitalizes on emerging trends in rental equipment demand and technology.
• Develops partnerships with construction firms, municipalities, and industrial clients to drive large-scale rental contracts.

Technology Utilization

• Leverages rental management software, CRM, and ERP systems to track fleet utilization, rental revenue, and customer engagement, ensuring data-driven decision-making.
• Uses rental automation tools and digital contract management systems to streamline operations and improve customer efficiency.
• Ensures accurate documentation and record-keeping for contracts, inspections, maintenance, and customer interactions.

Key Metrics and Reporting

• Establish and monitor key performance indicators (KPIs) for rental operations to track success and identify areas for improvement.
• Analyzes operational data to identify trends, improve efficiency, and capitalize on market opportunities.
• Prepare detailed financial and operational reports for executive leadership.
• Partners with sales and utilize auction houses and online/internet for opportunities.
• Represents Vermeer Southeast at factory, industry, and company events, including meetings and training.
• Follows all safety rules and regulations while performing work assignments and adheres to all policies and procedures as specified in company manuals and as directed in the employee handbook.
• Leads safety training initiatives and ensures rental staff follow all OSHA, DOT, and EPA regulations, fostering a culture of workplace safety and compliance.
• Ensures all rental operations comply with OSHA, DOT, and EPA regulations, promoting a culture of safety and compliance.
• Establishes compliance checklists and audit procedures to maintain adherence to industry best practices and regulatory requirements.
• Performs all other duties as assigned by management in a professional and efficient manner.

Qualifications

Education and Experience:

• Bachelor’s degree in business, management, or a related field preferred. Equivalent experience in dealership management at the management level required.
• 10-15 years of experience in the rental equipment industry, with at least 5 years in a senior leadership role.

Knowledge, Skills, and Abilities:

• Strong expertise in heavy equipment rental operations, fleet management, and financial performance optimization.
• Experience with ERP, POS, and CRM systems is a plus.
• Proven managerial, customer service, and sales skills.
• Strong analytical skills with the ability to assess data and drive decisions.
• Ability to manage multiple tasks and projects while prioritizing effectively.
• Excellent communication skills, with the ability to work with diverse customer groups and stakeholders.
• Quick thinking and problem-solving skills, especially under pressure.
• Demonstrated experience in contract negotiation, pricing strategies, and risk management in the rental industry.
• Intermediate computer skills, including proficiency in Microsoft Office; experience with business systems is a plus.
• Ability to work effectively in a fast-paced environment with a positive, can-do attitude.
• Knowledge of equipment and/or prior industry experience is a plus.
• Must maintain a professional appearance and exhibit respectful communication and behavior at all times.

Physical Requirements:

• Must be able to lift at least 50 lbs.
• Ability to stand, walk, use hands and fingers, handle, feel, reach with hands and arms, stoop, kneel, crouch or crawl, talk, and hear.

Additional Requirements:

• Background check and pre-employment drug testing required.
• Valid driver's license required, and ability to meet the Company's driver policy. Company will review motor vehicle records annually for employees required to drive for company business.

This position requires a highly skilled and experienced individual who is able to lead by example, drive operational efficiency, and ensure a high standard of customer service while working in a dynamic and growing environment.

We are a Drug Free Workplace and an Equal Opportunity Employer