Director of Rental Sales

Job Description

Director of Rental Sales

Finning Canada is seeking a dynamic and strategic Director of Rental Sales to lead the growth of our Cat Rental Store business. This senior leadership role is responsible for building and executing a comprehensive rental sales strategy, leveraging the strength of our dealership network, and partnering with operational leaders to position rentals as a key driver of our business success.

Position Overview:

• Location: Edmonton, Canada


• Division: Rental Sales


• Reports to: Vice President, Rentals


• Worker Type: Permanent


• Openings: 1

What You Will Do

Lead Rental Sales Strategy (40%)

• Design and implement a forward‑looking rental sales strategy for Rentals across Finning Canada.


• Collaborate with operational leaders and cross‑functional teams (Supply Chain, Service, Operations, Sales, Pricing, Marketing) to ensure alignment and flawless execution.


• Leverage dealership capabilities and customer insights to create scalable programs that drive rental penetration and profitability.


• Build strong partnerships with Caterpillar and other strategic stakeholders to align on growth initiatives.


• Use data‑driven insights and market intelligence to anticipate trends and proactively adjust strategies.

Drive Sales Performance (30%)

• Achieve rental revenue, gross profit, and market share targets through effective execution of the rental strategy.


• Support branch operations with localized programs and initiatives to maximize rental opportunities.


• Monitor KPIs and ensure accountability for rental performance across all channels.


• Focus on strategic accounts, national programs, and Indigenous business opportunities to expand rental footprint.

Champion Customer Experience (15%)

• Deliver a best‑in‑class customer experience for rental transactions and aftermarket support.


• Ensure alignment with Caterpillar’s retail/rental standards and Finning’s value proposition.


• Build strong relationships with key customers and partners to foster loyalty and long‑term growth.

Lead and Develop Teams (10%)

• Provide clear leadership and mentorship to the rental sales team, fostering a culture of safety, accountability, and high performance.


• Drive employee engagement through coaching, performance management, and career development opportunities.


• Promote diversity, inclusion, and collaboration across the team.

Strategic Projects (5%)

• Lead or contribute to critical projects related to rental growth, product support, and customer experience enhancements.

What We Are Looking For

• 10+ years of industry experience with a proven track record in sales leadership.


• 7+ years leading commercial or rental‑focused teams.


• Strong strategic thinking and execution capabilities.


• Exceptional leadership, communication, and relationship‑building skills.


• Undergraduate degree in Business or Commerce; MBA or professional designation preferred.


• Financial and commercial acumen, including budgeting and cost analysis.


• Deep understanding of rental markets, dealership operations, and Caterpillar products.

Why Join Finning?

• Be part of a global leader in rental solutions.


• Drive strategic growth in a high‑potential business segment.


• Work with a collaborative leadership team committed to innovation and customer success.


• Competitive compensation, benefits, and career development opportunities.

At Finning, we prioritize creating a diverse and inclusive environment. We are proud to be an equal opportunity employer, and we actively encourage all individuals to express themselves and achieve their full potential. We do not discriminate against applicants based on gender identity, race, national and ethnic origin, religion, age, sexual orientation, marital and family status, and/or mental or physical disabilities. Finning is committed to collaborating with and providing reasonable accommodations or adjustments to individuals with disabilities. If you require an adjustment or accommodation at any point during the recruitment process, please inform your recruiter.