Role: Dealer Director
Location: Maxim Business Unit, Maidenhead
Salary: Competitive
Contract: Permanent. Monday – Friday.
Company: Briggs Equipment Group
About Us: Briggs Equipment Group is a leading provider of material handling, powdered access, plant and specialist rental equipment offering new and used sales, short and long-term hire, engineering services, training and asset management.
As Dealer Director, you will lead and grow the Maxim dealership business by driving the sales performance of the Maximal product range, meeting all key KPIs, and embedding the compliance, cultural standards, and operating principles of the Briggs Way. You will maximise every revenue and profit opportunity while creating a culture of Customer Service Excellence. Through an engaged, capable, and commercially focused sales and service team, you will identify and deliver strategic growth opportunities, ensuring that every customer — internal and external — receives an outstanding and consistently high‑quality experience.
In this role, you will:
- Support and deploy the company’s SHEQ strategy, maintaining an uncompromising focus on keeping our people safe and continually improving our safety culture.
- Foster and drive a culture of innovation, collaboration, and alignment with Briggs’ values through effective leadership that positions the business as both a supplier and employer of choice.
- Lead the business unit’s financial management, including optimal resource allocation, Capex planning, cost control, budgeting, forecasting, and reporting, securing Executive approval in line with Group policies and procedures.
- Oversee and support critical decisions on resource allocation, strategic planning, and operational improvements to enhance customer service, reduce cost, and increase employee engagement and job satisfaction.
- Establish and maintain strong relationships with the OEM in China, dealers, partners, and industry stakeholders to drive retention, satisfaction, and profitable growth across all revenue streams, while developing new dealer relationships.
- Define and deploy the business strategy, ensuring organisational alignment and cost‑effective execution to deliver profitable growth in line with Group expectations.
- Drive market expansion by identifying new opportunities across geographies, segments, and channels; leading go‑to‑market strategies through importers and dealers; analysing competitive and customer demand trends; and strengthening brand penetration.
- Drive sustainable parts, service, and lifecycle revenue growth by ensuring the dealer network delivers consistently high‑quality after‑sales support, promotes service contracts and parts availability, and adopts proactive maintenance strategies to maximise customer lifetime value.
- Oversee the recruitment, development, and performance of the business unit leadership team to ensure the organisation attracts, retains, and motivates the skilled personnel required to meet business needs.
- Ensure full regulatory compliance with all relevant laws, corporate governance standards, and company policies.
What will help you to excel in this role:
- Extensive experience of a safety ethos across all areas of operation
- Significant experience of leading an engineering services based business plus the implementation of strategic and tactical growth plans
- Significant evidence of leadership skills
- Extensive experience of persuasion and ability to challenge and communicate at all levels
- Extensive customer orientation skills with the ability to establish and maintain strong partnerships with customers by gaining their trust and respect and to translate commercial requirements into a practical application within finance practices
- Demonstrable communication, presentation and IT skills
- Extensive customer orientation skills with the ability to establish and maintain strong partnerships with customers by gaining their trust and respect and to translate commercial requirements into a practical application within finance practices
- Desirable; Evidence of and commitment to continual professional and personal development. Educated to degree level or equivalent qualification in a business related area.
What you can expect from us:
- Competitive salary
- Company vehicle
- Management bonus
- Contributory pension scheme with employee contributions
- Bupa health scheme
- High street discounts
What’s next
If you are interested in joining The Briggs Group, then please click on the apply now button and a member of the team will be in touch.
Not sure if this is the right role for you? Please feel free to visit the careers page on our website and send us your CV speculatively for a member of the team to review.
If you require any reasonable adjustments to assist you in the interview process, then please contact a member of the Recruitment Team, and inform them prior to attending so we can ensure these are met.
