General Manager of Rental Division
About The Position
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.
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
- 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
Nice To Haves
- 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
- 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
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
Stand Out From the Crowd
Upload your resume and get instant feedback on how well it matches this job.
What This Job Offers
Job Type
Full-time
Career Level
Manager
