Vice President of Sales & Marketing

Job Title: Vice President of Sales & Marketing Department: Sales & MarketingReports To: CEOJob Type: Full-Time Onsite, Salaried ExemptPosition SummaryThe 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 modelExperience in forklifts, warehouse equipment, or industrial capital equipmentDemonstrated success managing and growing a national or regional dealer networkBackground with OEMs, manufacturers, or established industrial equipment brands strongly preferredCandidates without industrial material handling and dealer network experience will not be considered.Key ResponsibilitiesExecutive Leadership & StrategyDefine 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 GrowthOwn 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 LeadershipLead 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 GrowthDevelop 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 StrategyServe 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 OperationsOwn 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 StrategyDesign 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 & RepresentationRepresent 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 & GrowthYear-over-year U.S. revenue growth across equipment, parts, and service divisionsExpansion of total addressable market share within targeted industrial segmentsGrowth in strategic and national account revenue contributionDealer Network PerformanceNet expansion of active, high-performing dealer locations in the U.S.Increase in average revenue per dealer and overall dealer productivityImprovement in dealer coverage across key industrial and logistics regionsReduction in underperforming dealer percentage year-over-yearProfitability & Financial PerformanceGross margin improvement across equipment and aftermarket channelsP&L performance against annual revenue and profitability targetsImproved sales mix toward higher-margin products and service revenueMarket ExpansionEntry and penetration into new geographic and vertical marketsGrowth in penetration within warehousing, logistics, port, agriculture, and construction sectorsIncreased share of wallets within existing strategic accountsBrand & Market PositionIncreased brand awareness and preference within U.S. material handling marketsGrowth in qualified inbound dealer and customer opportunitiesStrength of pipeline generated through marketing and channel initiativesOrganizational PerformanceSales team attainment of quota and forecast accuracy improvementReduction in sales cycle time for key accounts and dealer activationImproved dealer onboarding speed and ramp-to-revenue timeRequirements10–15+ years of progressive leadership experience in industrial material handling or related capital equipment industries7–10+ years in senior leadership roles overseeing national sales and dealer networksProven success in forklifts, warehouse equipment, or industrial equipment OEM environmentsStrong track record of building, scaling, and optimizing dealer-based distribution networksBachelor’s degree required; MBA strongly preferredCore CompetenciesIndustrial Dealer Network LeadershipRevenue Growth & Market ExpansionStrategic Channel ManagementExecutive Sales LeadershipBrand & Market PositioningP&L OwnershipOrganizational ScalingCompensation & BenefitsBase Salary: Competitive, aligned with executive experienceAnnual Incentive: Performance-based bonus tied to revenue, margin, and strategic KPIsTotal Compensation: Structured for senior executive market competitivenessBenefits Include:Medical, Dental, Vision Insurance401(k) with Company MatchPaid Time Off (PTO) and Paid HolidaysEmployee Assistance Program (EAP)Additional InformationThis 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.