Provide overall leadership for regional rental operations and sales, ensuring teams, processes, and priorities are aligned to execute strategy, serve customers effectively, and compete profitably in current and future markets. Evaluate market conditions, customer needs, competitor activity, and operational performance to identify opportunities for growth, improvement, and innovation. Establish and manage revenue forecasts, annual objectives, budgets, capital expenditure requests, and key performance priorities for the region. Provide input and direction on fleet inventory, utilization, and availability to support profitability, customer demand, and regional priorities. Guide rental sales planning, territory coverage, account development, and sales execution to support revenue growth and market penetration. Develop and implement rental processes, policies, and standards that improve execution, accountability, communication, and operational effectiveness. Manage regional expenses, approvals, and financial performance with sound judgment, prioritization, and alignment to business objectives. Minimum of 3 years of sales management, rental management, or comparable operational leadership experience required. High School Diploma or GED required. Strong leadership skills with the ability to develop, motivate, empower, and hold teams accountable. Working knowledge of rental operations, including sales, coordination, yard, driver, fleet, customer service, and administrative processes. Ability to move effectively between strategic, operational, and tactical priorities while maintaining focus on business outcomes. Strong process mindset, detail orientation, judgment, and prioritization skills. Ability to lead both structured operational processes and relationship-driven sales activities. Ability to communicate transparently, inspire engagement, and build collaboration across locations and functions. Ability to challenge current practices, generate new ideas, and proactively drive improvement and transformation. Familiarity with rental equipment markets, construction industry needs, forecasting, inventory control, and profitability drivers. Strong computer skills and ability to effectively use company systems, software, CRM tools, and reporting resources. Ability to drive and maintain a valid drivers license. Experience in heavy equipment rental or sales management and profit and loss responsibility