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ATLANTIC LIFT SYSTEMS

Job Description: Director of Operations

Job Title: Director of Operations

Reports To: Vice President

Classification: Full-Time, Exempt

Department: Operations

Location: Norfolk and Richmond branches (regular travel between both required)

Position Summary

The Director of Operations is responsible for the overall day-to-day operations of a heavy-duty equipment rental company, including fleet management, service and maintenance, logistics and dispatch, yard operations, and operational staffing. This role provides direct leadership to the Norfolk and Richmond Branch Managers, who report to this position, and ensures both branches operate under the same standards and procedures. The Director ensures equipment is rental-ready, deliveries are on time, safety standards are met, and the operation runs efficiently and profitably. This is a hands-on role requiring regular travel between the Norfolk and Richmond branches. The Director of Operations works closely with ownership and the sales team to support company growth and customer satisfaction.

Key Responsibilities

• Direct daily operations across the rental fleet, service shop, yard, and delivery/dispatch functions at both branches.

• Provide direct management and leadership to the Norfolk and Richmond Branch Managers.

• Ensure both branches operate the same way, using consistent processes, procedures, and standards.

• Travel between the Norfolk and Richmond branches on a regular basis to support operations.

• Develop and implement a preventive maintenance (PM) plan for all equipment, and oversee fleet management, including utilization, repairs, inspections, and rental-ready standards.

• Oversee vehicle registration and ensure all fleet documentation remains current and compliant.

• Manage fleet lifecycle decisions: recommend equipment purchases, transfers, and disposals based on utilization and ROI.

• Forecast hiring needs and plan staffing levels for both branches.

• Lead, hire, train, and develop operations staff, including delivering training for service technicians and operations personnel, drivers, dispatchers, and yard staff.

• Develop and enforce safety policies and ensure compliance with OSHA, DOT, and ANSI regulations, including operator training and equipment certifications.

• Oversee dispatch and logistics to ensure on-time deliveries, pickups, and service calls.

• Manage operational budgets, control costs, and identify opportunities to improve margins and efficiency.

• Establish and track KPIs such as fleet utilization, service turnaround time, on-time delivery rate, and maintenance costs.

• Resolve escalated customer issues related to equipment condition, delivery, or service.

• Maintain accurate records in the rental management system, including equipment status, work orders, and inspections.

• Coordinate with sales to ensure equipment availability and support major accounts and projects.

• Manage vendor relationships for parts, outside repairs, transportation, and equipment suppliers.

Qualifications

• 5+ years of operations experience in equipment rental, construction equipment, heavy trucking, or a related industrial field, with 3+ years in a leadership role.

• Proven management skills with experience leading direct reports, preferably branch or multi-site managers.

• Fast-paced learner with the ability to adapt quickly to changing priorities.

• Strong aptitude for learning new systems, software, and technologies; experience with rental management or fleet management software preferred.

• Hands-on work style; comfortable getting your hands dirty in the shop, yard, or field.

• Strong knowledge of heavy equipment, including aerial lifts, telehandlers, forklifts, and related machinery, plus maintenance and repair practices.

• Working knowledge of OSHA, DOT, and ANSI safety and compliance requirements.

• Proven ability to lead teams, manage budgets, and drive operational performance.

• Strong communication, organization, and problem-solving skills.

• Valid driver's license required; CDL a plus.

Work Environment & Physical Requirements

• Split between office, shop, and yard environments; regular exposure to outdoor conditions, noise, and heavy equipment.

• Ability to lift up to 50 lbs, climb on equipment, and move safely around an active yard.

• Regular travel between the Norfolk and Richmond branches; occasional travel to job sites and vendor locations.

• Availability for after-hours calls related to urgent operational issues.

Atlantic Lift Systems is an Equal Opportunity Employer. This job description is not an exhaustive list of duties; responsibilities may change based on business needs.