VP of Sales

VP of Sales & Marketing

Commercial & Industrial Generator Manufacturing / Distribution

Reports To: CEO/President

Location: Miami, FL, with some travel required across US and Caribbean territories

Direct Reports: Sales Executives, Marketing Manager, Sales Support staff; oversight of two external marketing agencies

Classification: Full-time, Exempt

Position Summary

The VP of Sales & Marketing will own revenue growth and market share expansion for a commercial and industrial generator manufacturer/distributor operating across the US, Canada and Caribbean. This role is responsible for scaling the dealer network, deepening OEM channel relationships, and unifying sales and marketing strategy across in-house resources and two external agency partners.

Key Responsibilities

Dealer Network & Channel Growth

• Develop and execute a strategic plan to expand dealer coverage in underpenetrated US regions and Caribbean markets
• Recruit, onboard, and evaluate new dealers; restructure or exit underperforming relationships
• Establish dealer performance standards, territory protection policies, and tiered incentive programs
• Strengthen and expand OEM affiliate relationships to support distribution volume

Sales Leadership

• Build and manage a sales organization capable of supporting B2B capital equipment sales cycles (specification, bid, and project-based selling)
• Set and own revenue targets, pricing strategy, and margin objectives by channel and territory
• Develop sales forecasting, pipeline management, and CRM discipline across the team
• Lead major account and strategic project pursuits personally where deal size or complexity warrants

Marketing Strategy & Oversight

• Set unified brand and go-to-market strategy across in-house marketing staff and two external agencies
• Ensure marketing investment (digital, trade show, dealer co-op programs, collateral) is tied to measurable lead generation and dealer support outcomes
• Oversee product launch marketing in coordination with manufacturing and engineering
• Establish clear KPIs and reporting cadence for all marketing spend, in-house and outsourced

Strategic & Financial Accountability

• Own the sales and marketing P report against budget monthly
• Participate in company-wide strategic planning, including new product/market entry decisions
• Provide market intelligence on competitors, pricing pressure, and industry trends (power generation, backup/standby, prime power segments)
• Partner with operations and finance to align sales forecasts with production capacity and inventory planning

Leadership

• Build bench strength within the sales and marketing organization to support future scaling
• Serve as a key contributor to executive decision-making on growth strategy and market expansion

Qualifications

Required

• 10+ years progressive sales and marketing leadership experience, with at least 5 years in a VP or senior director capacity
• Experience in capital equipment, industrial/commercial equipment manufacturing, or power generation industry (generators, engines, or related equipment strongly preferred)
• Demonstrated success building or scaling a dealer/distributor network
• Experience managing both direct B2B sales teams and marketing functions (in-house and/or agency)
• Strong financial acumen — comfortable owning P&L, forecasting, and margin management
• Willingness to travel the US and Caribbean territories

Preferred

• Experience with OEM channel partnerships or private-label distribution arrangements
• Familiarity with bid/spec-driven sales processes (commercial construction, data centers, healthcare, government)
• Prior experience in a closely-held or family-owned business, with an understanding of the operating cadence that comes with founder/owner leadership

Success Metrics (First 12–18 Months)

• Net new dealer additions and territory coverage expansion (100%)
• 20% Revenue growth and market share gains by region
• Gross margin performance by channel 25 points in retail and 20 points in dealer/wholesale channels
• Marketing-sourced/dealer-supported lead volume and conversion
• Successful consolidation of marketing strategy across in-house team and agencies

Compensation Structure

• Base salary + performance bonus tied to revenue growth, margin, and dealer expansion targets
• Standard benefits package; relocation assistance if applicable