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VP of Rental Equipment Direct Hire

Sonsray Machinery

Position Details & Responsibilities

About the Company

Sonsray Machinery LLC. operates 13 CASE construction equipment dealerships located in California, Nevada, Oregon, and Washington. Sonsray Machinery LLC. Provides comprehensive sales, as well as parts and service support, including rental and leasing programs for Case customers. Sonsray Machinery LLC. is a growing dynamic company offering a unique environment that fosters individual growth and rewards performance.

Job Description Summary

As the VP of Rental Equipment, you will be responsible to start up and grow the rental center at all 13 locations. This position will fully manage the overall direction, coordination, and evaluation of the rental center. This includes hiring, training and managing Inside Rental Sales and Outside Rental Sales staff, as well as the operational and financial reporting on each function for the rental construction equipment sales division.

Duties & Responsibilities

  • Review all rental agreement contracts generated on a daily basis; i.e., creations, amendments, suspensions, and terminations of all Rental equipment
  • Develop business marketing sales plan to increase market penetration
  • Assess daily the need for purchasing equipment through feedback from salesmen, store managers, customer feedback, supplier salesmen and marketing department
  • Assess, modify, and approve weekly Sales Plan to ensure that it is carried out and is results and revenue driven
  • Utilize rental sales skills by working with and managing outside rental sales staff in the field at least 50% of the time
  • Establish and be able to maintain a mutually beneficial re-rent business partnership
  • Ensure ongoing compliance with all statutory requirements
  • Review the receivable collection efforts (calls and/or visits made) on a daily basis
  • Ensure Salesmen and Customer Service Representatives are focused and aware of any slow moving equipment at all times
  • Ensure that Rental Center Yards, facilities, and rental staff are presentable and exhibit professionalism at all times
  • Handle various reporting such as monthly rental income forecast, daily contract count, and capital approval requests
  • Carry out supervisory responsibilities in accordance with the organization`s policies and applicable laws
  • Interview, hire, and train employees; plan, assign, and direct work; appraise performance; reward and discipline employees; address complaints and resolve problems
  • Travel up to 50% mainly in CA, NV, WA, and OR
  • The position is based out of Corporate office in Torrance, CA and reports directly to the President


  • Bachelor’s Degree is required
  • Prior experience in heavy construction rental equipment industry is required to be considered
  • Must have strong sales management and business development skills
  • Prior experience with dealership organization providing sales rental management and customer support is a plus
  • Basic technical and mechanical understanding is a plus
  • Startup and turnaround experience is highly desired
  • Strong leadership, motivator, and sales management experience
  • Great presentation, written and oral communication, and interpersonal skills
  • Computer literacy, MS Office Proficient, and CRM systems
  • Must be able to travel up to 50% mainly in CA, NV, WA, and OR

Related titles and experience may include Director of Rental, VP of Rental, Rental Branch Manager, General Manager, Operations Manager, Unit Manager, Dealership Manager, Rental Manager, or similar experience.


Benefits package includes salary, bonus plan, mileage reimbursement or car allowance, 401K matching, PPO/HMO medical, dental, vision and life insurance plan. Paid vacation, sick and holiday.

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