Bobcat Co. has appointed Laura Ness Owens as its first chief marketing officer (CMO). The move, effective July 1, 2025, marks a significant shift in the company’s approach to global marketing and brand management.
Ness Owens, who joined Bobcat in 2003, brings extensive experience in marketing, communications and brand management. Her appointment comes as the construction and landscape equipment sector faces increased competition and rapid technological change. According to a 2024 report by the Association of Equipment Manufacturers, global demand for compact equipment is projected to grow by 6% annually through 2028, driven by infrastructure investment and urbanization.
In her new role, Ness Owens will oversee global marketing, brand management, customer experience and corporate communications. She reports to Scott Park, CEO and vice chairman of Doosan Bobcat.
Bobcat also promoted Kristen Hintermeyer to vice president of North America marketing and Lanelle Vasichek to senior director of global brand. Hintermeyer, a 20-year veteran, will focus on data-driven marketing strategies in North America. Vasichek will lead global brand initiatives, emphasizing customer experience and strategic partnerships.
Bobcat’s leadership restructuring comes at a time when digital transformation and customer-centric strategies are reshaping the equipment industry. As Ness Owens and her team take on expanded roles, stakeholders will be watching for how these changes translate into market performance and customer satisfaction.
