Senior Executive, Rental & Used Operations

Job Responsibilities

1. Plan, establish and formulate sales and marketing strategies towards developing distribution channels of used equipment to the existing and new markets within domestic and international.

2. Establish competitive equipment rental rates to optimize returns.

3. Assist rental and used equipment manager in liaising with Overseas Caterpillar Dealers with a view of buying/selling surplus used equipment.

4. Identify, review and establish the prices of trade-in/ local purchase / import, machines on rental and used equipment sales conversion in articulation with the used equipment market pricing.

5. Establish contingency / short term action plans in order to combat competitors activities.

6. Stock planning/Sales forecasts – communicate, liaise with branches for new projects, sales projection to facilitate accurate forecast on stock planning.

7. Work closely with service team to achieve the following:

· Promote quick turnaround and efficient service to rental customers

· Keep abreast on status of equipment under work-in-progress

· Track & monitor repairs of equipment are within budget

8. Stringent control on all documentation submitted by branches is in compliances to SI eg: Payment receipt/Rental Agreement/Guarantee letter/T1/T2/AEDI/DA/Waiver (if applicable) prior to delivery of equipment

9. Constantly manage CAT Rental operations in line with CAT operation excellence / REP

10. Constantly ensure machines are available for re-rent and delivered on a timely basis

11. Be aware of competitor's activities, rental rates and market movements

12. Establish contingency / short term action plans in order to combat competitors activities.

13. Identify and continuously develop knowledge and information on competitor activities, pricing and tactics, marketing activities – both domestic and international.

14. Direct, control and drive the sales team in Head Office and regional sales executives and sales personnel in branches towards achieving the Used Equipment Department sales and administration objectives through sales funneling and marketing promotion activities.

15. Assist in planning, monitoring, executing roll-in / roll-out plan for the rental fleet.

16. Ensure that the correct stocks are carried suited for the used equipment market.

17. Ensure and advise that the appropriate price is given in regard to Trade-in of equipment to prevent over evaluation

18. Adopt aggressive and flexible rental rates in order to enhance equipment utilizations and market share

19. Aligned with principle – Caterpillar rental revenue growth and at the same time with company's direction of profitability

20. Ensure that OT and abuse for rental equipment are collected and not neglected

21. Ensure that DDC target set my CATERPILLAR IS ACHIEVED

22. Manage other assignment and duties as delegated by the Superior from time to time.

Job Requirements

• Bachelor's Degree in Business Management, Marketing, Engineering, Finance and Accounts and other related.
• Minimum 5 years working experiences in a sales/development related field.
• Proven experience in sales strategy development, market expansion, distribution channel development, and sales team management.
• Strong knowledge of heavy equipment, machinery rental operations, used equipment sales, trade-in valuation, and equipment pricing.
• Ability to analyze market trends, competitor activities, rental rates, and equipment resale values to develop effective pricing strategies.
• Proficient in Microsoft Office applications, particularly Excel, for sales reporting, forecasting, and performance analysis.