What are the responsibilities and job description for the Director of Marketing position at HC Forklift America Corp?
Job Title: Director of Marketing
Department: Marketing
Reports To: CEO
Job Type: Full-Time Onsite, Salaried Exempt
Position Summary
HC Forklift America is seeking a strategic and results-driven Director of Marketing to lead onsite marketing initiatives, drive growth in the material handling, industrial B2B, and rental markets, and strengthen our brand across sales channels. This role will also oversee dealer and sales training, process simplification, application/digital tool development, and future internal financing solutions.
The Director will partner closely onsite with Training, IT, Digital Architecture, Finance, Engineering, Factory, Sales, and Operations teams to ensure product messaging, training, processes, and applications are aligned and effective across the business.
This role is also responsible for defining and leading the commercial growth strategy for HC Forklift America, driving market share growth through dealer strategy, fleet programs, national accounts, pricing governance, and dealer sales programs, while delivering sustained growth and record profitability.
This is a fully onsite leadership role, requiring hands-on collaboration to align marketing, training, operational, commercial, and financial initiatives with business objectives.
Key Responsibilities
Strategic Marketing & Commercial Leadership
- 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.
Dealer, Sales Enablement & Training
- 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.
Pricing, Fleet, and National Accounts
- 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.
Cross-Functional Collaboration
- Collaborate with Engineering and Factory teams to ensure accurate product specifications, features, manufacturing updates, and launch readiness are communicated effectively.
- Partner with IT and Digital Architecture teams to optimize marketing systems, internal applications, ITA data, and digital tools supporting sales, operations, dealer programs, pricing, and financial initiatives.
- Manage and oversee all ITA data to ensure accuracy, usability, reporting integrity, and alignment with commercial initiatives.
- Work with Finance to support development of internal financing solutions, enabling HC Forklift America to provide capital or financing options to dealers and customers in the future.
- Align marketing and commercial initiatives with Sales, Operations, Product, Finance, and Factory teams to ensure seamless execution of campaigns, product launches, fleet programs, and financial offerings.
Process Simplification & Application Development
- Lead initiatives to simplify marketing and sales processes, improving workflow efficiency, pricing governance, and operational effectiveness.
- Oversee development of internal and customer-facing applications and tools to enhance usability, data tracking, reporting, dealer enablement, and financial program management.
- Ensure marketing and commercial tools support dealer effectiveness, sales efficiency, customer satisfaction, and national account execution.
Marketing Execution, Trade Shows & Events
- Manage all marketing channels, including digital marketing, content marketing, social media, email campaigns, events, and trade shows.
- Own all trade shows, rental shows, and customer events end-to-end, including planning, execution, messaging, and ROI measurement.
- Lead major industry trade shows, rental shows, customer demos, and commercial events.
- Create and implement product planning, customer demonstrations, product launches, and go-to-market execution.
- Develop marketing collateral, presentations, and communications aligned with product offerings, pricing strategy, commercial programs, and financial solutions.
Marketing Performance & Measurement
- Track and report on marketing and commercial performance metrics, ROI, market share growth, dealer effectiveness, and operational impact.
- Make data-driven adjustments to strategies, programs, pricing, and execution to ensure growth, profitability, and market leadership.
Qualifications
- 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.
Work Environment:
- Fully onsite role requiring collaboration with Training, IT, Digital Architecture, Finance, Engineering, Sales, Operations, and Factory teams.
- Active involvement in dealer training, process improvement initiatives, digital applications, product marketing campaigns, and financial program development.
- Travel approximately 25–40% for dealer visits, training sessions, trade shows, and cross-functional collaboration.
Success Metrics:
- Dealer and sales teams are consistently trained and equipped to sell material handling solutions effectively.
- Marketing and sales processes are streamlined, efficient, and measurable.
- Internal and customer-facing marketing applications/tools are implemented and adopted successfully.
- Marketing strategies drive measurable growth in industrial B2B, rental, and material handling markets.
- Brand consistency and messaging are maintained across all channels and dealer networks.
- Development and adoption of internal financing solutions successfully support customer and dealer capital needs.
Compensation & Benefits
- Salary Range: $130,000 – $150,000 annually (based on experience and qualifications)
- Benefits Include:
- Medical, Dental, and Vision insurance
- 401(k) with company match
- Paid Time Off (PTO) and Paid Holidays
- Employee Assistance Program (EAP)
Additional Information
This job description reflects the current expectations for the position but is not intended to be all-inclusive. Duties, responsibilities, and qualifications may be modified or reassigned at any time to meet the evolving needs of the organization.
Salary : $130,000 - $150,000