Vice President of Sales & Marketing

Job Title: Vice President of Sales & Marketing

Department: Sales & Marketing

Reports To: CEO

Job Type: Full-Time Onsite, Salaried Exempt

Position Summary

The Vice President of Sales & Marketing is a senior executive responsible for driving enterprise-wide revenue growth, dealer network performance, and market expansion for Hangcha Forklift America across the United States.

This role is specifically designed for a proven industrial material handling executive with deep experience leading dealer-based distribution networks. The VP will oversee national sales, marketing, dealer development, and strategic account functions across forklifts, warehouse equipment, and related industrial solutions.

As a core member of the executive leadership team, this individual will shape commercial strategy, accelerate U.S. market penetration, strengthen channel performance, and elevate brand positioning in a highly competitive industrial equipment landscape.

Critical Requirement (Must Have)

This role requires direct, hands-on leadership experience in the industrial material handling industry, specifically including:

• Proven leadership within a dealer-based distribution model
• Experience in forklifts, warehouse equipment, or industrial capital equipment
• Demonstrated success managing and growing a national or regional dealer network
• Background with OEMs, manufacturers, or established industrial equipment brands strongly preferred

Candidates without industrial material handling and dealer network experience will not be considered.

Key Responsibilities

Executive Leadership & Strategy

• Define and execute integrated U.S. commercial strategy across sales, marketing, and dealer development.
• Partner with the CEO and global leadership to establish long-term revenue growth objectives and market positioning.
• Lead cross-functional alignment across sales, marketing, product, operations, and channel leadership.
• Identify and develop new industrial market segments, verticals, and revenue opportunities.

Sales Leadership & Revenue Growth

• Own national revenue performance across dealer channels, strategic accounts, and direct sales initiatives.
• Drive aggressive growth targets across equipment sales, parts, and service revenue streams.
• Build and lead a high-performance national sales organization.
• Establish disciplined sales governance, forecasting, and performance management systems.

Marketing & Brand Leadership

• Lead enterprise marketing strategy including brand positioning, demand generation, and product marketing.
• Strengthen brand presence across U.S. industrial and material handling markets.
• Direct integrated marketing campaigns supporting dealer growth and product launches.
• Oversee trade shows, industry engagement, and public relations strategy.

Dealer Network Leadership (Core Function)

• Lead expansion, optimization, and performance management of the U.S. dealer network.
• Develop and execute channel strategy to ensure full national coverage and sustainable growth.
• Recruit, onboard, and develop high-performing industrial equipment dealers.
• Establish dealer performance standards, training frameworks, and accountability systems.
• Drive measurable improvement in dealer productivity, profitability, and market penetration.

National Accounts & Strategic Growth

• Develop and manage relationships with national fleet operators, logistics providers, ports, and industrial enterprises.
• Lead enterprise-level bids, strategic partnerships, and long-term commercial agreements.
• Expand strategic account penetration through coordinated dealer and direct sales efforts.

Product & Market Strategy

• Serve as the voice of the U.S. industrial market to global product and engineering teams.
• Provide structured customer and dealer insights to guide product development and innovation.
• Monitor industry trends including electrification, automation, and warehouse technology evolution.

P&L & Commercial Operations

• Own full P&L responsibility for sales and marketing performance.
• Drive forecasting, demand planning, and alignment with supply chain and inventory strategy.
• Build scalable commercial infrastructure to support national expansion.
• Ensure execution alignment between commercial commitments and operational delivery.

Compensation Strategy

• Design and optimize national sales compensation and incentive programs.
• Ensure alignment between performance incentives, revenue growth, and profitability goals.
• Continuously refine compensation structures to support dealer and internal sales performance.

Industry Leadership & Representation

• Represent Hangcha Forklift America at major U.S. industry events, associations, and trade shows.
• Strengthen executive visibility within the industrial equipment and material handling sector.
• Serve as a thought leader in channel strategy and industrial market transformation.

Measurable Success Metrics (Executive KPIs)

Success in this role will be evaluated based on enterprise-level business outcomes, including:

Revenue & Growth

• Year-over-year U.S. revenue growth across equipment, parts, and service divisions
• Expansion of total addressable market share within targeted industrial segments
• Growth in strategic and national account revenue contribution

Dealer Network Performance

• Net expansion of active, high-performing dealer locations in the U.S.
• Increase in average revenue per dealer and overall dealer productivity
• Improvement in dealer coverage across key industrial and logistics regions
• Reduction in underperforming dealer percentage year-over-year

Profitability & Financial Performance

• Gross margin improvement across equipment and aftermarket channels
• P&L performance against annual revenue and profitability targets
• Improved sales mix toward higher-margin products and service revenue

Market Expansion

• Entry and penetration into new geographic and vertical markets
• Growth in penetration within warehousing, logistics, port, agriculture, and construction sectors
• Increased share of wallets within existing strategic accounts

Brand & Market Position

• Increased brand awareness and preference within U.S. material handling markets
• Growth in qualified inbound dealer and customer opportunities
• Strength of pipeline generated through marketing and channel initiatives

Organizational Performance

• Sales team attainment of quota and forecast accuracy improvement
• Reduction in sales cycle time for key accounts and dealer activation
• Improved dealer onboarding speed and ramp-to-revenue time

Requirements

• 10–15+ years of progressive leadership experience in industrial material handling or related capital equipment industries
• 7–10+ years in senior leadership roles overseeing national sales and dealer networks
• Proven success in forklifts, warehouse equipment, or industrial equipment OEM environments
• Strong track record of building, scaling, and optimizing dealer-based distribution networks
• Bachelor’s degree required; MBA strongly preferred

Core Competencies

• Industrial Dealer Network Leadership
• Revenue Growth & Market Expansion
• Strategic Channel Management
• Executive Sales Leadership
• Brand & Market Positioning
• P&L Ownership
• Organizational Scaling

Compensation & Benefits

• Base Salary: Competitive, aligned with executive experience
• Annual Incentive: Performance-based bonus tied to revenue, margin, and strategic KPIs
• Total Compensation: Structured for senior executive market competitiveness

Benefits Include

• Medical, Dental, 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.