SUMMARY: The General Manager is responsible for leading a newly established business unit, with full ownership of profit and loss (P&L), strategic direction, operations, and team development. This role will drive market entry initiatives, including building and optimizing the rental fleet, designing scalable processes, and recruiting and developing a high-performing team.
The ideal candidate will establish a strong market presence and deliver exceptional service tailored to agriculture professionals, builders, and contractors. This leader will play a critical role in shaping the division’s growth, operational excellence, and long-term success.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.
Operations:
Strategic Launch & Growth
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Develop and execute a comprehensive go-to-market strategy, including target sectors, service offerings, and pricing models.
- Build and manage 12- and 24-month roadmaps covering fleet composition, branch expansion, and revenue targets.
Fleet Acquisition & Optimization
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Identify, procure, and commission construction equipment assets, including excavators, loaders, lifts, and compaction machinery.
- Monitor utilization, downtime, and maintenance KPIs; continuously optimize fleet performance to maximize uptime and ROI.
Operations & Maintenance
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Establish and standardize operating procedures (SOPs) for equipment dispatch, inspections, preventative maintenance, and repairs.
- Implement or enhance rental management systems to track fleet performance, billing, and regulatory compliance.
Customer Success & Business Development
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Develop and maintain strong relationships with general contractors, subcontractors, and public sector agencies.
- Design and implement service packages, customer training programs, and loyalty initiatives to drive retention and growth.
Safety & Compliance
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Develop and enforce safety protocols aligned with OSHA and applicable local regulations.
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Lead safety audits, toolbox talks, and certification programs to ensure a safe and compliant work environment.
Customer Service:
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Processes customer orders and quotes, resolves negotiations and issues.
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Monitors fulfillment of rental orders to ensure a high level of customer satisfaction.
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Assures the PAR and Star rentals are serviced or replaced quickly in the event of a breakdown or other problem.
General Requirements:
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Demonstrate strong communication skills, maintaining effective relationships with management, coworkers, vendors, and customers.
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Uphold a high standard of professionalism, representing the company positively at all times.
- Follow and promote all safety procedures, ensuring proper use of equipment and adherence to safety standards.
- Exhibit strong organizational skills, attention to detail, and the ability to work independently in a fast-paced environment.
- Effectively prioritize tasks, manage multiple responsibilities, and adapt to changing deadlines.
- Show initiative through self-motivation, continuous learning, and participation in company training and communication efforts.
- Foster a collaborative, team-oriented environment with a commitment to accountability and excellent customer service.
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Possess a valid driver’s license with a satisfactory driving record and meet company insurability requirements.
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Proven ability to build and scale operations from the ground up in a fast-paced environment.
- Strong leadership and team-building skills with a focus on accountability and performance.
- Excellent strategic thinking and execution capabilities.
- Demonstrated ability to manage multiple priorities and drive results under tight timelines.
- Strong communication and stakeholder management skills.
Core Competencies
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Strategic & Entrepreneurial Mindset
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Data-Driven Decision Making
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Operational Excellence
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Customer-First Orientation
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Collaborative Leadership
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Safety-First Culture
Education and/or Experience:
- 7+ years in equipment rental, heavy-civil construction, or construction services.
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3+ years’ P&L ownership, managing multi-million-dollar budgets.
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Demonstrated success launching new business units or service lines.
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Deep knowledge of construction equipment types, specs, and market pricing.
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Strong analytical skills: comfortable with utilization dashboards, financial models, and forecasts.
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Excellent people leader: hiring, coaching, performance management.
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Willingness to travel up to 40% across branch network and customer sites.
PREFERRED
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Bachelor’s degree in Business, Engineering, Supply Chain, or related field.
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Familiarity with rental management systems.
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.Multistate regulatory expertise (emissions, DOT, OSHA, EPA).
Computer Skills:
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Must be computer literate in Microsoft Office Suite.
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Rentalman a plus
TRAVEL:
- This job requires routine travel within close proximity of regular assigned work locations.
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Base: Salinas, CA (other regional hubs considered).
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Up to 40% to branches, project sites, vendor facilities, and industry events.
