JLG Industries promotes SVP, Sales, Marketing & Customer Support
Construction equipment manufacturer JLG Industries announced the promotion of Tim Morris to the newly created role of senior vice president of sales, marketing and customer support, according to KHL.com
Morris was most recently vice president of market development and sales for the Americas, and is now responsible for leading the development and execution of global distribution, customer support and brand management strategies.
The Hagerstown, Md.-based company also announced the promotion of Chris Mellott, who will fill the position vacated by Morris. Mellott will report to Morris and will be responsible for all sales, customer service and ground support aftermarket services in the region.
JLG Industries Inc., a subsidiary of Oshkosh Truck Corporation, is an aerial platform equipment manufacturing company that was founded in 1969. JLG Industries’ portfolio of brands includes Liftpod, Lull and Gradall.
Senior Manager of Marketing Communications Jeff Ford told WinmoEdge that Morris’ primary responsibility will be to make sure that all of JLG Industries
’ marketing, sales and customer support functions are aligned under the same mission.
“Tim was previously covering sales and service for all the Americas and it’s kind of just gradually been expanding his role this time, so I don’t know if there’s anything in particular that’s been set up as a strategic plan,” he said. “He’ll just be aligning and making sure sales, marketing and customer support all has kind of the same message – both he and Chris are very customer-focused.”
Because the marketing group will report directly to Morris, Ford said that generating awareness of the brand will always be important under his new position, and will certainly be a priority moving forward.
The recession has been rough on JLG Industries, as it has for most construction businesses. As such, the company has pulled pretty much all of its print advertisements, but Ford said that JLG still does a little bit of online outreach.
He added that for the long-term, the company will continue to promote its products via industry and trade publications, and said that a lot of the advertising is focused on keeping the JLG Industries name in front of rental channel customers.
Additionally, as the company rolls out new products that are specific to various industries – like its latest offering, the LiftPod – Ford said that the company will run advertisements in facility maintenance magazines, or any other niche trade publication, depending on what JLG is trying to sell.
“It’s obviously more construction B-to-B and construction end-user groups that we’re advertising to right now,” he said. “That’s the core example because our business is really suffering from this current economic situation. It’s a bad time to be making construction equipment.”
Broadening the scope of its product line is always something that JLG Industries tries to do, but Ford reiterated that its core audience is still construction. The company has been doing business for 40 years, and most of its revenue has and will always come from construction or construction-related work.
“I think there are a lot of developing markets internationally, in places like South America, China and maybe even in Russia; places where they don’t use our product, they use scaffolding ladders,” he said. “That’ll certainly a focus of ours in the future.”
Aside from the obvious economic challenges, Ford is optimistic that this will be the company’s only concern for at least the next year or so. Aside from the global economic issue, he was unable to identify any other potential difficulties that JLG may face.
Our source said that JLG Industries currently works with multiple advertising agencies and public relations firms that are brought on externally to assist with various projects. He said that while he is open to hearing from DV readers, he said that the decision to hire solely depends on what the product is and where it’s going.
Interested agencies should reach out to Ford to discuss project-related work, but must understand that JLG Industries is really being affected by the current economic situation. Ford is a very friendly person with a great attitude – keep this in mind when making approaches.
JLG Industries, Inc.
13224 Fountainhead Plaza
Hagerstown, MD 21742
Senior Manager, Marketing Communications
Vice President, Market Development & Sales, the Americas
Senior Vice President, Sales, Marketing & Customer Support