With over 13 years of success at United Rentals, Seth Lam is a seasoned sales leader known for
his strategic approach to growth, customer relationship management, and team development.
As Market Sales Manager for the Mid-Atlantic region, Seth directly oversees Jeff “J2” Johnson,
providing mentorship, direction, and high-level alignment to ensure that customers receive
best-in-class support and solutions.
Seth’s experience spans the full sales spectrum—from his early days as a top-ranked Territory
Manager to an award-winning National Account Manager and now a trusted leader guiding
multi-market strategies. He’s been consistently recognized for his ability to grow revenue,
retain key accounts, and lead high-performing teams. Notably, he was ranked among the top 3
sales reps nationwide and received United Rentals’ Bronze Executive Award.
In partnership with J2, Seth helps ensure that customer needs are anticipated, solutions are
executed with precision, and relationships are strengthened over time. Whether it’s aligning
internal teams, supporting key accounts, or navigating complex rental demands, Seth plays a
critical role in backing the field-level success of J2 and the broader customer experience.
Customer Value Areas:
Sales Leadership • Strategic Planning • Account Growth • Mentorship & Team Support •
National & Regional Sales Strategy • Equipment Solutions • Client Retention
“When I win, it is because Seth’s already cleared the way. He is the steady hand behind the
strategy—so our customers always feel like they are out front.” – Jeff “J2” Johnson