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Terex AWP Announces Team Realignment in Marketing

The company strengthens its customer focus with the move.

Tue April 22, 2014 - National Edition
Construction Equipment Guide

Terex Aerial Work Platforms (AWP), a business segment of Terex Corporation has realigned its marketing team with engineering and product management to better serve Genie customers.

Brad Allen was appointed vice president marketing, product management and engineering, adding responsibility for marketing to his prior role. Karen Stash has been promoted to senior director of global marketing and product management. She will continue to report to Allen.

"By aligning marketing, engineering and product management, we are creating one team totally focused on our customers’ greatest needs," said Matt Fearon, president, Terex AWP. "Karen and Brad both bring many years of managing cross-functional activities, are passionate about Genie customers and equipment, and are well-respected members of the Terex AWP team."

Stash will be responsible for marketing, global branding, public relations, advertising, promotions, digital marketing, tradeshows, guest visits, channel development and communications. Additionally, she will continue to lead the product team responsible for product strategy and planning, including the Genie scissor lifts, articulating and telescopic booms, portable units, trailer-mounted booms and Terex light towers.

Prior to joining Terex AWP, Stash was vice president of applications engineering at BioVantage Resources, a Colorado-based company, where she identified and marketed waste water remediation technologies to various industries. In addition, she worked at Microsoft for 10 years as the founder and president of a device certification corporation, where she established all aspects of a new corporation including governance, marketing and sales strategy, technical and legal requirements. In a second position at Microsoft, she was the worldwide lead of risk reduction across the supply chain in the manufacturing and operations group. She also spent 11 years with Weston Solutions, a Pennsylvania-based engineering firm.

Since joining the team in 1999, Allen has held a variety of positions with Terex AWP that have focused on understanding and meeting customer needs. These include two design director positions, leading product management, senior director of operations of three Genie factories, and general management roles prior to taking responsibility for Genie design engineering in 2010. Allen has been instrumental in teaching customer-focused product development and product management to each of the Terex divisions, helping them create product management teams who understood and base new products on their customers’ business needs. As a General Manager, Allen developed the go-to-market strategies for several successful Genie and Terex product lines.

Prior to Terex, Allen held a variety of product development positions, most recently as vice president engineering in a small manufacturing company. Allen started his career in the U.S. Air Force as an aircraft maintenance officer.

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