Head of Direct Sales & Service

The Head of Direct Sales & Service Business holds full operational and P&L responsibility for the network of company-owned branches, covering the different business lines (New Equipment, Service, Rental & Used Equipment) and the promotion of automation solutions across all branches.

This role operates entirely within the same economic entity, therefore possessing total commercial and operational authority over the direct channel. The role has no scope of action over independent dealers.

• Define and lead the sales and service strategy for the direct channel, in alignment with the Brand General Manager and functional managers.
• Translate national strategy into execution plans at the branch level for New Equipment, Service, Rental, Used Equipment, and Automation Solutions.
• Identify growth opportunities within the direct channel: new branches, new customer segments, and new service concepts.
• Lead the annual strategic planning, budgeting, and business plan processes for the direct business.
• Analyze the competitive dynamics of the direct channel and adapt commercial and operational execution.
• Comprehensive responsibility for the P&L of the network of company-owned branches across all business lines.
• Ownership of revenue, margin, and cost objectives for the direct business.
• Monitoring of financial performance at the branch and entity level, and implementation of corrective actions.
• Approval of commercial decisions within defined thresholds.
• Management of the direct channel's structural costs: headcount, fleet, facilities, and infrastructure.
• Responsibility for the operational performance of all direct channel branches.
• Direct management of Branch Managers, either directly or through a regional structure.
• Definition of structure, coverage, and capacity of the branches.
• Driving productivity, operational efficiency, and standardization.
• Management of infrastructure, investments, and maintenance within approved budgets.
• Guarantee of homogeneous operational standards across all branches.
• Drive new equipment sales performance in alignment with the Head of New Trucks.
• Implement commercial objectives, price thresholds, discount rules, and commercial policies.
• Management of the sales pipeline, forecasting, and conversion rates.
• Monitoring of commercial activity standards.
• Management of sales force productivity and performance.
• Implementation of national campaigns and product and solution launches.
• Coordination with the Key Accounts channel.
• Drive Service revenue, absorption rate, and contract penetration, in alignment with the Head of Service.
• Implement pricing, commercial rules, and defined policies.
• Management of technician capacity, productivity, and coverage.
• Ensure service quality standards (FTF, response times, NPS...).
• Drive the acquisition and renewal of service contracts.
• Management of workshops, field technicians, and spare parts availability.
• Drive fleet utilization, rental revenue, and used equipment sales, in alignment with the Head of Asset Management.
• Implement pricing and commercial policies.
• Management of fleet allocation and redistribution.
• Management of used equipment remarketing.
• Supervision of fleet condition, maintenance, and reconditioning.
• Drive the development of the automation solutions business within the direct channel, in alignment with the strategy defined by the Automation Business Unit (ABU).
• Ensure that branches actively integrate automation into their commercial approach.
• Promote the identification, qualification, and generation of automation leads from the branch network, leveraging customer proximity and territorial coverage.
• Guarantee structured and effective collaboration between the branches and the ABU, including the handover of opportunities and the coordination of joint commercial actions.
• Drive an orientation toward solution selling in the direct channel, fostering strategic conversations with customers regarding automation.
• Facilitate the flow of market information, customer operational needs, and commercial feedback from the direct channel to the ABU.
• Ensure an adequate level of commercial knowledge and awareness of automation solutions among the direct channel teams.
• Responsibility for the relationship with direct channel customers.
• Ensure customer satisfaction and NPS objectives.
• Management of customer complaints.
• Coordination with Key Accounts.
• Driving retention and loyalty.
• Lead and develop the direct channel sales and service team.
• Talent development and succession planning.
• Responsibility for headcount sizing and hiring.
• Driving performance management and a high-performance culture.
• Close collaboration with brand and ITS functional managers.
• Providing market and customer feedback.
• Participating in national planning processes.
• Implementing functional standards, programs, and tools.
• Escalating commercial exceptions within the governance framework.