Job Title: Branch Manager- CraneWorks & RentalWorks

Location: Lanett, AL

Reports to: General Manager – CraneWorks & RentalWorks

FLSA Status: Full-time, Exempt

Schedule: 7:00am-5:00pm

About the Company

CraneWorks/RentalWorks is a leading provider of crane, lifting, and specialized equipment solutions serving the construction, industrial, infrastructure, energy, and commercial markets. Through a commitment to safety, reliability, and exceptional customer service, we offer comprehensive crane rental, equipment rental, transportation, maintenance, and project support services across the Southeast and beyond.

Our team is built on a foundation of integrity, operational excellence, and continuous improvement. We take pride in developing talented employees, investing in modern equipment, and delivering solutions that help our customers complete projects safely, efficiently, and on schedule. At CraneWorks and RentalWorks, employees have the opportunity to contribute to a growing organization where teamwork, innovation, and professional development are valued every day.

Position Summary

The Operations manager – CraneWorks & RentalWorks is the senior local leader responsible for building and leading a newly established branch in the area. This role combines commercial leadership, operational execution, team development, customer service, safety, asset utilization, and branch profitability across both CraneWorks and RentalWorks.

The successful candidate may come from a sales, operations, branch management, equipment rental, crane, construction services, transportation, industrial services, or related field-service background. The company is seeking a practical, hands-on leader who can grow the market, develop customer relationships, lead people, manage branch performance, and ensure the branch operates safely, efficiently, and profitably.

The Operations manager will work closely with General Managers, Sales, Service, Dispatch, Safety, Human Resources, Finance, and other departments to establish branch operating rhythms, support revenue growth, improve customer satisfaction, and drive accountability across the team. The role requires discretion and independent judgment in evaluating branch performance, prioritizing resources, solving problems, and implementing strategies that improve safety, service, efficiency, and profitability.

As part of the company’s continued growth, this position will help launch and scale the branch by building a local customer base, establishing disciplined operating processes, recruiting and developing the initial team, coordinating CraneWorks and RentalWorks resources, and creating a strong branch culture centered on Safety, Service, and Excellence. The ideal candidate will have an entrepreneurial mindset, strong business judgment, and the ability to lead through influence as well as direct management.

Candidate Profile

This role is designed for a well-rounded branch leader and may be a strong fit for either a commercially oriented candidate who has led sales growth and customer development or an operations-oriented candidate who has managed people, equipment, workflow, service, dispatch, and branch execution. The strongest candidates will be able to connect both sides of the business: growing revenue and customer relationships while ensuring safe, reliable, and disciplined operational performance.

Key Responsibilities

Branch Leadership & Market Development:

· Provide overall leadership for CraneWorks and RentalWorks branch operations, sales execution, customer service, team development, and market growth.

· Build the branch’s local market presence by developing customer relationships, identifying target accounts, supporting outside sales activity, and representing the company in the market.

· Partner with sales, operations, service, and dispatch teams to convert customer opportunities into well-executed jobs, rentals, and long-term account relationships.

· Assign primary duties and daily responsibilities to branch personnel and actively manage work progress, productivity, and staffing.

· Schedule employees according to business demands, workload, and economic conditions.

· Establish guidelines, performance expectations, and measurable goals for branch employees.

· Conduct daily branch huddles with dispatch and equipment rental coordinators to ensure daily activities are completed and plans are established for the following business day.

· Conduct regular branch meetings to address operational issues, identify areas for improvement, and communicate company initiatives.

· Foster teamwork and communication between CraneWorks and RentalWorks to maximize branch resources and customer opportunities.

· Perform regular office, yard, and equipment inspections to ensure the branch is clean, organized, safe, and operating efficiently.

· Organize and oversee weekly yard and equipment inspections and ensure identified deficiencies are addressed promptly.

· Evaluate branch workflow, processes, and procedures and recommend improvements to the General Managers.

· Ensure branch operations are conducted in accordance with all applicable company policies, procedures, and safety requirements.

· Maintain current and accurate records and ensure safe and compliant work practices.

· Understand and monitor the branch's Profit & Loss statement, financial performance, and operating expenses.

· Assist with branch administrative functions, including time approvals, contracts, attendance tracking, inventory, and other required documentation.

· Cooperate and work harmoniously with all departments and levels of management.

CraneWorks Operations

· Develop and maintain a practical working knowledge of mobile cranes, crane operations, lift planning, load charts, and related equipment sufficient to lead the branch, support customers, and coordinate internal resources.

· Use or learn applicable crane planning resources, including 3D Lift Plan, to support safe and effective crane operations.

· Use or learn Visual Dispatch and other branch management tools to help coordinate crane operations, monitor activity, and improve service execution.

· Work closely with the Service Manager to troubleshoot service and repair issues, including down equipment and equipment readiness.

· Monitor crane fleet utilization and identify opportunities to improve equipment deployment and profitability.

· Coordinate resources and workflow to support efficient crane operations and customer commitments.

· Ensure crane-related personnel, equipment, and operational resources are properly coordinated to meet customer and project requirements.

RentalWorks Operations

· Develop and maintain a practical understanding of RentalWorks equipment, rental processes, customer needs, and branch operating requirements.

· Use or learn RentalMan, SolarTrak, and other applicable systems to support rental operations, contract accuracy, asset tracking, and customer service.

· Monitor fleet utilization and identify under-utilized equipment and opportunities to improve fleet performance and profitability.

· Oversee the accuracy of rental agreements and ensure deficiencies are identified and corrected.

· Assist with contracts, dispatching, work orders, inventory, SolarTrak administration, and other RentalWorks operational functions as needed.

· Oversee the customer damage process through completion, including coordinating repairs, customer chargebacks, work orders, and timely payment.

· Work closely with the Service Manager regarding down equipment, ready-line equipment, the Green Tag process, and Wash Pad operations.

· Work with the Service Manager to identify opportunities to generate revenue through the repair of customer-owned equipment.

· Ensure rental equipment is properly maintained, inspected, repaired, and prepared for rental.

Personnel Management & Development

· Participate in recruiting, interviewing, hiring, onboarding, training, and development of branch employees.

· Establish clear job expectations, performance standards, and goals for branch personnel.

· Coach, motivate, and develop employees to achieve individual and branch objectives.

· Provide ongoing feedback and conduct periodic performance evaluations and annual reviews.

· Identify employee training needs and ensure appropriate training and follow-up are provided.

· Provide guidance, counseling, and instruction to employees as needed.

· Consult with Human Resources and the appropriate General Manager before taking formal disciplinary action.

· Monitor attendance, productivity, performance, and adherence to company policies.

· Hold employees accountable for meeting established performance and safety expectations.

· Lead by example and promote a positive, professional, team-oriented work environment.

· Enforce all CraneWorks/RentalWorks policies, procedures, and standards.

Safety & Compliance

· Promote a strong safety culture across both CraneWorks and RentalWorks operations.

· Promptly respond to accidents and incidents and conduct appropriate preliminary fact-finding investigations.

· Report accidents and incidents promptly to the Safety Director and other appropriate personnel.

· Ensure employees follow all applicable company safety policies, procedures, and training requirements.

· Maintain awareness of applicable OSHA, DOT, environmental, and other regulatory requirements affecting branch operations.

· Participate in branch and company safety meetings and reinforce safety expectations with branch personnel.

· Ensure equipment, facilities, yards, and work areas are maintained and operated in a safe and compliant manner.

· Address safety deficiencies promptly and follow up to ensure corrective actions are completed.

Equipment, Fleet & Asset Management

· Monitor branch equipment, vehicles, tools, and other company assets to ensure they are properly maintained, utilized, and accounted for.

· Monitor fleet utilization and identify under-utilized or excess equipment.

· Work with appropriate leadership to maximize equipment utilization and profitability.

· Coordinate with the Service Manager regarding equipment maintenance, repairs, down equipment, and ready-line equipment.

· Oversee the Green Tag process and Wash Pad operations as applicable to the branch.

· Work with the Service Manager to troubleshoot service and repair issues and minimize equipment downtime.

· Ensure customer-damaged RentalWorks equipment is properly documented, repaired, and returned to service in a timely manner.

· Oversee the customer damage chargeback process through completion, working with the appropriate departments to ensure repairs and associated work orders are completed and paid promptly.

· Conduct or oversee regular equipment inspections and address deficiencies.

· Promote opportunities to repair customer-owned equipment in coordination with the Service Department.

· Ensure equipment and assets are properly stored, maintained, and utilized.

Sales, Customer Development & Revenue Growth

· Provide leadership and direction to branch sales personnel and teams supporting both CraneWorks and RentalWorks.

· Help define and execute the branch’s go-to-market plan, including target accounts, local market priorities, cross-selling opportunities, and customer retention strategies.

· Develop relationships with contractors, industrial customers, infrastructure customers, municipalities, utilities, vendors, and other local stakeholders.

· Maintain a complete understanding of company pricing, proposal procedures, products, services, and rental offerings.

· Coach, motivate, and develop sales personnel to provide exceptional customer service and maximize revenue opportunities.

· Teach and demonstrate technical selling skills and product knowledge to inside sales personnel.

· Maximize opportunities to secure new business and expand relationships with existing customers.

· Consult with prospects and customers and recommend appropriate CraneWorks and RentalWorks resources and solutions.

· Foster a team environment that enables employees to capture new business and serve customers at a high level.

· Hold sales personnel accountable for established performance expectations and goals.

· Manage and monitor sales plans, budgets, metrics, dashboards, pipeline and forecasts, product mix, sales processes, and CRM activity.

· Develop and maintain strong relationships with customers, employees, vendors, and other key stakeholders.

· Represent the company professionally in a variety of environments, from the boardroom to the jobsite.

· Remain competitive, passionate, and driven to deliver exceptional service and business results.

· Stay current on products, equipment, market conditions, sales strategies, and industry trends and share knowledge with the branch team.

Financial & Performance Management

· Understand and actively manage the branch Profit & Loss statement.

· Monitor branch revenue, expenses, margins, equipment utilization, labor costs, and other key performance indicators.

· Work with leadership to establish and achieve branch financial and operational goals.

· Identify opportunities to reduce unnecessary costs while maintaining safety, service, and operational quality.

· Analyze branch performance and recommend strategies to improve profitability.

· Monitor sales, rental, equipment utilization, productivity, and other branch metrics to identify trends and opportunities.

· Hold branch personnel accountable for performance against established goals and expectations.

· Key measures of success include safety performance, revenue growth, gross margin, branch profitability, fleet utilization, customer satisfaction, on-time execution, employee retention and development, CRM/pipeline discipline, and overall branch readiness.

Communication & Collaboration

· Maintain effective communication with the General Manager and other members of management.

· Cooperate and work harmoniously with all departments and all levels of management.

· Communicate operational issues, customer concerns, equipment needs, staffing issues, and other significant matters to appropriate leadership.

· Promote communication and collaboration between CraneWorks and RentalWorks.

· Serve as a key point of leadership and escalation for branch employees and customers.

Qualifications & Skills

· Proven leadership experience in branch management, sales management, operations management, equipment rental, crane, construction, transportation, industrial services, field services, or a related business.

· Knowledge of mobile cranes, crane operations, and crane load charts preferred; willingness and ability to learn required.

· Experience with 3D Lift Plan or similar crane planning software preferred.

· Experience with equipment rental operations, rental management systems, fleet utilization, asset management, or related branch operating disciplines preferred.

· Understanding of fleet utilization, equipment maintenance, and asset management.

· Strong understanding of sales, customer service, account development, market growth, and business development.

· Strong analytical and financial management skills, including the ability to understand and manage a branch P&L.

· Excellent verbal and written communication skills.

· Outstanding organizational, leadership, and interpersonal skills.

· Strong problem-solving and decision-making abilities.

· Ability to effectively prioritize and manage multiple responsibilities in a fast-paced environment.

· Ability to coach, develop, motivate, and hold employees accountable.

· Ability to exercise sound judgment and make decisions independently.

· Ability to work effectively in environments ranging from an office to an equipment yard, shop, construction site, or customer jobsite.

Education & Experience

· High School Diploma or equivalent required.

· Bachelor's degree in business, management, operations, or a related field preferred.

· Minimum of 5 years of management experience preferred.

· Experience in crane, heavy equipment, equipment rental, construction, transportation, industrial services, sales leadership, branch operations, or related industries strongly preferred.

License & Certification

· Valid Driver’s License with acceptable driving record

· Class A CDL preferred

· NCCCO or equivalent preferred

Working Conditions

Work is performed in an office environment, equipment shop environment, or job site. The ability to drive at night is required. Noise, fumes, and chemicals associated with a shop environment is expected.

Physical Requirements

· Prolonged periods of sitting at a desk and working on a computer

· Must be able to lift up to 25 pounds

· Must be able to climb on and off heavy mobile equipment safely

· Frequently walk on uneven surfaces, including natural ground in varying weather conditions

· Regular and predictable attendance is required

Travel Requirements

· Overnight travel is required

What We Offer

At CraneWorks/RentalWorks, we believe our employees are our greatest asset. That's why we offer a competitive compensation and benefits package designed to support your health, financial well-being, and work-life balance.

Our benefits include:

· Competitive pay

· Medical, dental, and vision insurance

· Voluntary short-term disability insurance

· Company-paid long-term disability insurance

· Company-paid life insurance equal to one times your annual salary

· 401(k) retirement plan with a company match of 50% on employee contributions up to 8%

· Flexible Spending Account (FSA) and Dependent Care FSA

· Paid time off

· Employee Assistance Program (EAP)

· Employee Financial Hardship Fund

· Boot allowance for eligible employees

· Prescription safety glasses allowance for eligible employees

· Company-provided uniforms for all employees

We're committed to investing in our employees by providing the resources, benefits, and support they need to succeed both at work and in their personal lives.

EEO Statement

CraneWorks/RentalWorks is proud to be an equal opportunity employer. We are committed to creating an inclusive environment for all employees. All employment decisions are based on business needs, job requirements, and individual qualifications, without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran status, or disability status.