Two of the biggest names in outdoor power equipment (OPE) have just made leadership changes that could significantly shape their future strategies.
STIHL, known for its chainsaws, trimmers, and expanding line of battery-powered tools, has promoted Erin Ashcroft to Vice President and Chief of Staff. Meanwhile, Bobcat, famous for its compact construction and landscaping equipment, has appointed Laura Ness Owens as its first-ever Chief Marketing Officer.
These aren’t just title changes. Instead, they are clear signals of how both companies plan to address the challenges and seize the industry’s opportunities, from the rapid shift to battery-powered technology to the increasing need for stronger dealer and customer connections.
STIHL: Streamlining decision-making and execution
The move: Erin Ashcroft now works directly with STIHL’s CEO, Chris Keffer, to align priorities across the company. She has been with STIHL for nearly 13 years, beginning as assistant general counsel in the legal department before moving into broader leadership roles.
Why it matters:
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Faster, smoother operations: The Chief of Staff role acts as a bridge between the CEO and different departments — product development, marketing, retail, training, and compliance. As a result, projects can move from planning to execution more quickly.
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Adapting to industry changes: The OPE market is shifting toward electrification, and STIHL’s growing battery lineup requires well-coordinated launches. Because of Erin’s legal and operational expertise, these transitions are more likely to be smooth and timely.
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Support for dealers: By linking training, marketing, and product launches, STIHL can give its dealer network — the backbone of its sales — the tools they need to succeed.
What to expect: In the coming months, expect a tighter “rhythm of business,” more consistent dealer support, and product launches that feel more unified across markets.
Bobcat: Making marketing a core growth driver
The move: Bobcat has created the role of Chief Marketing Officer for the first time and selected company veteran Laura Ness Owens to lead it. She is responsible for global marketing, brand management, customer experience, and corporate communications in this role. Importantly, Laura has been with Bobcat since 2003, holding leadership positions in branding, dealer development, and commercial training.
Why it matters:
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A unified brand voice: By bringing marketing, communications, and customer experience under one leader, Bobcat can present a consistent story across all regions.
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Better dealer collaboration: Since Laura has extensive experience in dealer support, marketing campaigns will be built with real-world sales challenges in mind. Consequently, dealer engagement is likely to improve.
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More substantial digital presence: As more customers research and purchase equipment online, Bobcat can use digital tools to connect with buyers earlier and keep them engaged long after the sale.
What to expect: In the future, you can expect more coordinated global campaigns, better online customer resources, and a stronger connection between marketing initiatives and dealer support.
Why these moves matter for the industry
Even if you are not directly involved in the OPE world, these changes highlight several broader business lessons:
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Strong leadership roles accelerate growth. STIHL’s new VP & Chief of Staff role focuses on efficiency, while Bobcat’s new CMO role focuses on customer reach. Together, they show how companies can balance internal and external growth strategies.
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Dealer networks remain critical. Both leaders have experience that strengthens dealer relationships, which is vital as products become more advanced and customer needs evolve.
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Customer experience is a competitive edge. In a crowded market with rapidly changing technology, keeping customers loyal is just as important as attracting them in the first place.
The takeaway
In summary, STIHL’s move is about boosting internal coordination and speed, while Bobcat’s is about expanding customer reach and brand consistency. As a result, both companies are positioning themselves for faster growth and a stronger connection to their markets.
Ultimately, these leadership changes reflect a broader shift in the OPE industry toward strategic, customer-focused growth — a direction that will likely define the next several years.