Director of Service

Location: Maple Plain, MN (Corporate)
Reports to: President
Travel: Approximately 30–40%, as needed, to branch locations, manufacturers, and customer sites
Direct Reports: Warranty Coordinator, Service Admin Manager (Billing), Service Trainers

About the Opportunity

Herc-U-Lift is seeking an experienced Director of Service to provide company-wide functional leadership for our service organization across 11 locations in 5 states.

This is a strategic leadership opportunity for a strong service-oriented professional who can help shape the future of HUL's service business. The Director of Service will establish company-wide service strategy, standards, processes, training, and performance expectations while partnering closely with the President, Director of Operations, and branch managers to drive consistent and profitable execution.

The Director of Service will serve as HUL's functional leader for service, while day-to-day branch operations and personnel management remain with the Director of Operations and branch leadership. This position will influence through expertise, data, standards, coaching, and accountability.

This is a build-out role. The successful candidate will work alongside current service leadership during a planned transition to absorb OEM relationships, brand-specific technical knowledge, and institutional history before taking on the full scope of the position.

Key Responsibilities

Service Leadership & Strategy

• Develop and lead HUL's company-wide service strategy, standards, and operating practices across all branches.
• Partner with the President and Director of Operations to establish annual service goals, budgets, priorities, and initiatives, translating them into measurable branch-level expectations.
• Provide service expertise and performance data to support hiring, compensation, development, and organizational decisions for service personnel.
• Directly lead, coach, and develop the Warranty Coordinator, Service Admin Manager (Billing), and Service Trainers, including goal-setting, performance reviews, hiring, and compensation decisions.
• Set consistent expectations for dispatch, shop workflow, and overall service delivery across all branches.
• Support branch leadership in resolving significant service failures and operational issues.

Service Growth & Go-to-Market

• Own the company-wide service go-to-market strategy, including labor rates, service pricing, planned maintenance (PM) programs, service agreements, and service offerings by market and branch.
• Grow service revenue and market share by partnering with Sales, Customer Success Managers, and Rental to identify opportunities in the installed base and win new service customers.
• Develop customer-facing service programs, including PM programs, fleet reviews, and estimate and repair recommendations, with the Customer Success team.

Service Performance & Financial Management

• Own company-wide service performance, including labor recovery, technician productivity and efficiency, gross margin, WIP, estimate aging, billing timeliness, service adjustments, and other key service metrics.
• Establish a consistent cadence for reviewing service performance with the Director of Operations, branch managers, and service leaders.
• Identify performance gaps and partner with branch leadership on corrective action plans and continuous improvement.
• Monitor service P&L performance, labor variances, shop/tool expenses, and pricing opportunities.
• Use NetSuite and other reporting tools to drive data-based decisions and improve service visibility and accountability.

OEM Relationships & Warranty

• Serve as HUL's primary service relationship with represented manufacturers and strategically manage OEM partnerships.
• Maintain strong knowledge of manufacturer requirements, dealer standards, service programs, certifications, campaigns, technical bulletins, and warranty requirements.
• Lead the Warranty Coordinator and own the warranty process end to end, ensuring timely, accurate claims and maximum recovery on company-owned and customer equipment.
• Oversee specialty equipment service efforts, including Trackmobile and other represented product lines.

Technician Development & Service Leadership

• Lead the company-wide technician training strategy, working with Service Trainers, branch service managers, and foremen to ensure technical training and OEM certifications remain current.
• Establish consistent standards for technician onboarding, skill assessment, technical development, ride-alongs, and customer service training.
• Partner with HR, the Director of Operations, and branch leadership on recruiting, retention, career development, and succession planning for service personnel.
• Develop service leaders by providing training and education on service metrics, warranty, billing, processes, and operational best practices.

Service Operations, Quality & Safety

• Establish and maintain consistent SOPs and standards for the full work-order lifecycle, from intake and dispatch through estimating, repair, completion, billing, and close.
• Set expectations for WIP management, shop workflow, dispatch, and service tooling across centralized and branch locations.
• Lead the Service Admin Manager and billing function to ensure accurate, timely service billing and reduce labor-to-invoice time and service adjustments.
• Set maintenance standards for the rental fleet and company-owned equipment in partnership with the Corporate Rental Manager, including PM schedules and get-ready processes.
• Drive continuous improvement in service quality, efficiency, customer experience, and operational consistency.
• Champion a safety-first culture and ensure service operations meet OSHA, environmental, manufacturer, and HUL safety requirements.

What Success Looks Like

Success in this role will include:

• Improved service gross margin, labor recovery, and technician productivity.
• Service revenue growth and customer retention.
• Consistent service processes and performance expectations across all 11 branches.
• Improved WIP, estimate aging, billing timeliness, and overall work-order flow.
• Increased PM completion and service agreement activity.
• Strong OEM relationships, warranty recovery, and completion of manufacturer campaigns.
• A stronger technician training, development, and retention program.
• Improved service leadership capability and accountability across the organization.
• Effective resolution of significant service issues and continued improvement in customer experience.

What We're Looking For

• Significant service leadership experience in a material-handling, equipment dealership, industrial equipment, or related environment.
• Demonstrated experience leading service operations through financial and operational metrics, including productivity, efficiency, labor recovery, margin, WIP, and service P&L.
• Strong understanding of OEM warranty programs, service campaigns, certifications, and dealer service standards.
• Working familiarity with material handling equipment (IC and electric forklifts, MEWPs, rail car movers, and rough terrain equipment), enough to follow and contribute to technical conversations with technicians, OEMs, and customers. This is a leadership role; technician-level expertise is not required.
• Proven ability to lead across a multi-location organization and influence leaders outside of a direct reporting relationship.
• Strong OEM relationship-management and communication skills.
• Experience building service processes, SOPs, training programs, and performance-management practices.
• Strong analytical, organizational, communication, and leadership skills with the ability to work effectively with executives, branch leaders, technicians, manufacturers, and customers.
• Proficiency with ERP and service-management systems; experience with NetSuite and Microsoft Excel preferred.
• High school diploma or GED required; technical/trade school, Associate, or Bachelor's degree preferred.
• Approximately 10+ years of equipment service experience and 5+ years of service leadership experience preferred.
• Valid driver's license and acceptable driving record.

Physical Requirements

• Prolonged periods sitting at a desk and working on a computer.
• Ability to walk shop floors and customer sites; must be able to bend, stretch, kneel, and squat.
• Must be able to lift up to 15 lbs at times.
• Regular overnight travel to branch locations, manufacturers, and customer sites.

Why Join Herc-U-Lift?

This is an opportunity to help shape the future of a well-established material-handling company and build a more consistent, efficient, and high-performing service organization. The Director of Service will have meaningful influence across the company, direct access to senior leadership, significant responsibility for developing service talent, and the opportunity to strengthen HUL's relationships with its manufacturing partners.

Herc-U-Lift offers a competitive compensation and benefits package.

Compensation

Base salary: $160-$185K per year, depending on experience, plus a performance-based bonus/incentive opportunity.

Benefits

• Medical, dental, and vision insurance
• HSA/FSA options
• Paid time off and holidays
• Company-paid basic life insurance
• Supplemental life insurance
• 401(k) with company match
• Short- and long-term disability
• Accident and critical illness insurance
• Safety glasses and boot program
• Tuition reimbursement and in-house training

Herc-U-Lift, Inc. provides equal employment opportunity to all individuals regardless of race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Further, the company takes affirmative action to ensure that applicants are employed and employees are treated during employment without regard to any of these characteristics. Discrimination of any type will not be tolerated.