Director of Prime Product Sales Operations

Position Summary 

The Director of Prime Product Sales Operations is responsible for leading and optimizing all sales support functions associated with the dealership’s Prime Product business, driving profitable revenue growth, market share expansion, operational efficiency, and customer satisfaction across the dealer territory. This role serves as a strategic business partner to the vice president of earthmoving and the prime product sales organization ensuring alignment of sales execution, fleet management, used equipment, strategies, financing solutions, rental fleet utilization, and BCP market development.

The director will lead a team of department managers responsible for critical profit centers and support functions while leveraging data-driven decisions to maximize return on assets inventory turns, sales productivity, and overall business performance.

Essential Responsibilities & Expectations

Strategic Leadership

• Develop and execute annual and multiyear strategic plans supporting Prime Product sales growth and profitability objectives.


• Partner with the VP of Earthmoving to establish market share revenue margin and customer acquisition targets.


• Translate corporate objectives into actionable departmental initiatives.


• Lead business planning, sales forecasting, and operational reviews.


• Drive continuous improvement initiatives across all sales support functions. 

Sales Operations

• Lead sales operations manager in developing:
  
  
  
  • Sales analytics and reporting
  
  
  • Territory optimization
  
  
  • CRM effectiveness
  
  
  • Sales process standardization
  
  
  • Forecasting accuracy
  
  
  • KPI development and measurement
  
  
  • Established performance metrics for sales productivity quote to close ratios and market penetration.
  
  
  • Support account management strategies for key customers.
  
  
  
  

Used Equipment Management

• Provide strategic oversight of used equipment inventory management and remarketing activities.


• Optimize inventory turns, asset utilization, and margin performance.


• Develop wholesale, retail, auction, and trade in strategies.


• Manage aged inventory reduction programs.


• Monitor market trend affecting equipment values and remarketing opportunities.

Rental Fleet Management

• Direct rental fleet growth and utilization strategies


• Ensure optimal fleet mix, age profile, and return on investment performance


• Coordinate fleet disposition and replacement planning.


• Drive rental to sales conversations and customer retention initiatives.


• Monitor fleet utilization, maintenance costs performance, and capital deployment.

Equipment Finance Operations

• Lead financing and leasing strategy execution.


• Partner with Caterpillar Financial and 3rd party lenders.


• Increased financing penetration in customer financing adoption.


• Support customer acquisition through tailored financing solutions.


• Ensure compliance with lending practices and dealership policies.

BCP Growth Leadership

• Oversee Building Construction Products growth initiatives.


• Develop market expansion strategies across assigned territories.


• Identify emerging customer segments and growth opportunities.


• Support dealer network positioning and competitive differentiation.


• Drive contractor acquisition and retention initiatives.

Financial Management

• Prepare manage departmental budgets.


• Achieve revenue, margin, and expense targets.


• Monitor ROA, ROI, inventory turns, fleet utilization, and working capital performance.


• Provide monthly forecasts and business reviews to executive leadership.


• Identify opportunities to improve profitability and operational efficiency.

Talent Development

• Recruit, coach, mentor, and develop high performing managers.


• Establish a session planning and leadership development programs.


• Foster a culture of accountability, collaboration, and continuous improvement.


• Conduct regular performance reviews and development planning.

Customer and Supplier Relations

• Maintain executive level relationships with key customers Caterpillar representatives and financing partners.


• Support strategic account initiatives.


• Resolve significant customer issues and escalations.


• Represent the dealership at regional and industry events.

Qualifications

Education

• Bachelor’s Degree preferred

Experience

• Caterpillar dealer experience preferred.


• Experience managing business exceeding 500 million in annual revenue preferred. 


• Strong background in capital asset management and sales analytics preferred. 

Skills and Competencies

• Relationship Building Skills / Team Facilitation/Change Agent


• Ability to demonstrate experience in sales operations, equipment management, rental operations, or dealer leadership


• Project Management Skills


• Problem Resolution Skills


• Effective Communication Skills


• Written Communication Skills


• Well Organized with ability to prioritize workload


• Self-motivated and results oriented

Working Conditions

• Must be able to sit or stand for extended periods of time.


• Must be able to spend extended period of time walking, talking, using a PC and using a telephone.


• Must have strong customer contact skills, both written and verbal, when interfacing with groups or individuals.