Responsibilities

• Develop and execute marketing strategies aligned with company goals to drive brand awareness, lead generation, and revenue growth in material handling, industrial B2B, and rental markets.
• Define and lead the commercial growth strategy across dealer, rental, fleet, and national account segments.
• Drive market share growth through dealer strategy, fleet programs, and national account initiatives.
• Lead the onsite marketing team, fostering collaboration, innovation, accountability, and commercial execution excellence.
• Conduct market research, competitor analysis, Voice of Customer (VOC), Voice of Dealer (VOD), and customer insights to inform marketing strategy, competitive positioning, product planning, pricing, and financial offerings.
• Ensure consistent brand messaging across all internal and external communications, channels, dealer-facing materials, and commercial programs.
• Lead product and dealer-facing commercial execution across the U.S. market.
• Design, implement, and manage training programs for dealers and sales teams including but not limited to: Material handling product knowledge and solution selling; Financial literacy, pricing strategy, margin management, and ROI analysis; Marketing best practices, brand alignment, and commercial execution.
• Lead all internal and dealer sales training programs and curriculum development.
• Create and implement internal and external dealer sales training programs aligned with product, pricing, and commercial strategy.
• Partner with Training teams to ensure programs are scalable, effective, and updated with new products, processes, pricing models, and financing offerings.
• Support dealer network marketing initiatives and provide tools and resources to maximize sales effectiveness.
• Design, execute, and own dealer sales programs and incentive structures.
• Manage and oversee CO-OP marketing programs to support dealer growth and brand alignment.
• Own all pricing strategy, governance, approvals, and enforcement across products, dealers, fleet programs, and national accounts.
• Create and own bid specifications for major customers, fleet programs, and national account opportunities.
• Create, align, and direct fleet requirements, pricing models, and long-term fleet program decisions.
• Identify, lead, and manage national account engagement for HC Forklift America’s rental business sector, including strategic rental business partners.
• Identify, create, and serve on the executive approval team for new dealers, rental partners, and national account bids.
• Collaborate with Engineering and Factory teams to ensure accurate product specifications, features, manufacturing updates, and launch readiness are communicated effectively.

Requirements

• Bachelor’s degree in marketing, Business, Finance, or related field; MBA preferred.
• 8+ years of marketing experience in industrial B2B or material handling sectors, preferably including equipment rental, leasing, or fleet management.
• Proven experience in dealer and sales enablement, training program design, and cross-functional collaboration.
• Experience leading process improvement, workflow optimization, and application/digital initiatives.
• Experience supporting financial solutions or financing programs is a plus.
• Strong knowledge of digital marketing tools, CRM systems, analytics platforms, and workflow automation.
• Excellent leadership, communication, and interpersonal skills.
• Strategic thinker capable of translating market insights into actionable initiatives.
• Experience with trade shows, dealer networks, or distribution channels is a plus.

Benefits

• Medical, Dental, and Vision insurance
• 401(k) with company match
• Paid Time Off (PTO) and Paid Holidays
• Employee Assistance Program (EAP)