VP, Sales & Marketing Position OverviewReporting 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.
Job Responsibilities (including, but not limited to):Sales Strategy & Profitable Growth- 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.
Sales Leadership & Organizational Performance- 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.
Forecasting & Business Intelligence- 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.
Customer & Market Leadership- 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.
Marketing Leadership- 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.
Executive & Cross-Functional Leadership- 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.
Required Qualifications - Bachelor's degree in Business, Sales, Marketing, Management, or a related field, or an equivalent combination of education and relevant experience.
- 10+ years of industrial, commercial or business sales leadership experience.
- Demonstrated experience leading and developing sales teams, managers, and/or geographically dispersed organizations.
- Demonstrated experience developing new business and expanding existing customer relationships.
- Demonstrated track record of achieving revenue, profitability, market share, and customer growth objectives.
- Demonstrated accountability for understanding financial results and utilizing financial statements to support strategic decision-making.
- Successful P&L Management Experience in and responsibility for Financial Statement management
Preferred Qualifications - Proven sales leadership experience within a dealership environment; material handling, industrial equipment, B2B distribution, or a similarly complex environment may also be considered.
- Strong experience with sales forecasting, budgeting, pipeline management, performance reporting, and business planning.
- Demonstrated ability to operate effectively within a complex, cross-functional organization and contribute to executive-level decision-making.
Knowledge, Skills & CompetenciesExecutive & Strategic Leadership- Strong executive presence, judgment, and ability to influence at all levels.
- Strategic thinker who maintains a big-picture perspective while driving execution.
- Strong business and financial acumen.
- Ability to lead through growth, change, ambiguity, and evolving market conditions.
- Demonstrated ability to lead through other leaders and hold teams accountable.
Sales & Business Acumen- Proven ability to build, develop, and lead high-performing sales organizations.
- Strong understanding of consultative selling, territory development, account management, new business development, and customer retention.
- Strong forecasting, pipeline management, negotiation, and customer relationship skills.
- Ability to establish meaningful performance metrics and use data to improve results.
- Ability to understand customer needs and position RSC as a trusted business partner.
Execution & Analytical Thinking- Strong analytical and problem-solving skills with the ability to translate information into action.
- Results-oriented with a high degree of ownership, urgency, and follow-through.
- Ability to manage multiple priorities and make sound decisions in complex conditions.
- Willingness to challenge the status quo and implement better approaches when needed.
- Ability to balance commercial opportunity with operational capability, financial discipline, and long-term priorities.
Communication & Collaboration- Exceptional interpersonal, written, verbal, and presentation skills.
- Strong cross-functional collaboration, negotiation, and influencing skills.
- Ability to build credibility and trust with associates, customers, manufacturers, suppliers, and industry partners.
- Ability to engage in productive challenges while supporting organizational decisions and shared outcomes.
Technology & Business Systems- Strong proficiency with Microsoft Office applications, including Excel, Word, PowerPoint, Teams and Outlook.
- Ability to effectively utilize CRM, sales reporting, forecasting, and business intelligence tools.
What Success Looks Like Through Our ValuesDrive Purpose- Connects sales priorities and decisions to RSC's broader strategy and long-term direction while building lasting customer relationships and sustainable growth.
Make It Happen- Translates strategy into clear goals, ownership, and action. Creates accountability, addresses performance gaps, and drives measurable results.
Deliver the Best- Sets high standards for leadership, sales performance, customer experience, and execution while continuously improving the organization.
Move Forward Together- Builds strong partnerships across functions and promotes shared ownership for RSC's success.
Ensure Safety- Ensures sales expectations and customer commitments do not compromise the safety of RSC associates, customers, or partners.
Benefits- Base salary plus executive level bonus structure
- Competitive benefit package including medical, dental, vision, life & disability
- Company Paid Short-term disability insurance
- 401k retirement plan with company match
- Employee Discount Program
- Volunteer Time Off
- Paid Time Off
- Referral Bonus
- Fun, competitive & team-oriented company culture
