- Home
- Company
- News & Media
- Press Releases
- Bobcat Company Appoints Laura Ness Owens as CMO, Marketing Leaders Promoted
Bobcat Company Appoints Laura Ness Owens as Chief Marketing Officer
Published on July 1, 2025
- Bobcat Company has appointed Laura Ness Owens as chief marketing officer (CMO).
- She will lead global marketing, brand, customer experience and corporate communications strategies for the organization.
- Two key Bobcat marketing leaders have also been promoted: Kristen Hintermeyer is now vice president of North America marketing, and Lanelle Vasichek is senior director of global brand.
Marketing Leaders Kristen Hintermeyer and Lanelle Vasichek Promoted
WEST FARGO, N.D. (July 1, 2025) – Bobcat Company, a global equipment, innovation and worksite solutions brand, has appointed Laura Ness Owens as chief marketing officer (CMO). In this newly established executive role, Ness Owens will lead global marketing, brand, customer experience and corporate communications strategies for the organization.
Since joining Bobcat in 2003, Ness Owens has held a variety of senior leadership roles spanning marketing, communications, brand management, dealer development and commercial training. Most recently, she served as vice president of global brand and communication and North America marketing. Her earlier career includes experience in government administration, political communications, special event management, campaign management and public policy.
“The Bobcat brand stands among the world’s most iconic, and having the privilege to help shape its journey has been nothing short of extraordinary,” said Ness Owens. “I’m energized by the opportunity to build on this legacy—empowering our talented team, deepening our connection with customers and communities, and driving bold, meaningful progress for the future.”
In her new role, Ness Owens will report to Scott Park, CEO and Vice Chairman of Doosan Bobcat.
As part of this strategic evolution, Bobcat is also promoting two key marketing leaders to further strengthen its brand and market presence:
- Kristen Hintermeyer has been promoted to vice president of North America marketing. A 20-year Bobcat leader, Hintermeyer brings a strategic, data-driven approach to media and channel planning, digital strategy, product marketing, data analytics and brand building. In her new role, she will steward the Bobcat brand in North America while driving demand for its iconic products and services.
- Lanelle Vasichek has been promoted to senior director of global brand. A strategic marketing and experiential leader, Lanelle brings bold vision and creative leadership to the iconic Bobcat brand. In her new role, she will lead global brand strategy and stewardship, with a focus on customer experience, brand activation, campaign development, strategic partnerships and licensing.
Together, Ness Owens, Hintermeyer and Vasichek will drive a unified, forward-looking approach to marketing and brand strategy—advancing Bobcat’s mission of empowering people to accomplish more.
About Bobcat Company
Bobcat Company empowers people to accomplish more, a mission it has honored since creating the compact equipment industry in 1958. As a leading global manufacturer, Bobcat has a proud legacy of innovation, delivering smart solutions to customers’ toughest challenges. Backed by the support of a global dealership network, Bobcat offers an extensive line of worksite solutions, including loaders, excavators, tractors, utility vehicles, telehandlers, mowers, turf renovation equipment, light compaction, portable power, industrial air, forklifts, attachments, implements, parts and services.
With its North American headquarters in West Fargo, North Dakota, Bobcat leads the industry with its innovative offerings designed to transform how the world works, builds cities and supports communities for a more sustainable future. The Bobcat brand is owned by Doosan Bobcat Inc., a company within Doosan Group.
©2025 Bobcat Company. All rights reserved.
More Releases
View All Press Releases- Bobcat Company Appoints Laura Ness Owens as CMO, Marketing Leaders Promoted
Bobcat Company Appoints Laura Ness Owens as CMO, Marketing Leaders Promoted
Bobcat Company appoints Laura Ness Owens as CMO, leading global strategies for marketing, brand and more. Kristen Hintermeyer and Lanelle Vasichek promoted to key marketing and brand leadership roles. - Bobcat Powers Community Impact: Social Media Campaign Benefits Local Parks and Recreation Spaces
Bobcat Powers Community Impact: Social Media Campaign Benefits Local Parks and Recreation Spaces
Support parks and recreation this July with Bobcat Company, by tagging photos with #WorkWorthDoing and @Bobcatcompany, Bobcat will donate $10 to NRPA per post, up to $150k. - Bobcat Partners with University of North Carolina at Charlotte on Scholarships, STEM Initiatives
Bobcat Partners with University of North Carolina at Charlotte on Scholarships, STEM Initiatives
Bobcat Company partners with UNC Charlotte with a $200,000 donation for scholarships to support future engineers, business, computing and STEM professionals. - Bobcat Company and Josh Duhamel Give Back to the Los Angeles Fire Department (Work Worth Doing)
Bobcat Company and Josh Duhamel Give Back to the Los Angeles Fire Department (Work Worth Doing)
Josh Duhamel joins Bobcat Company, in its Work Worth Doing campaign to donate a Bobcat UV34XL to the Los Angeles Fire Department Station 88 wildland crew. - National Forklift Safety Day: 5 Tips for Proper Forklift Operation
National Forklift Safety Day: 5 Tips for Proper Forklift Operation
Bobcat is proud to join the nationwide effort of bringing awareness to forklift safety by highlighting proactive steps that promote productivity while providing education on safe operation. - Bobcat Recognizes Community Heroes Through Its “Work Worth Doing” Initiative
Bobcat Recognizes Community Heroes Through Its “Work Worth Doing” Initiative
Bobcat Company is celebrating community heroes through its “Work Worth Doing” initiative. Join Chip Gaines, Josh Duhamel, Justin Moore, and Ryan Nyquist in honoring these heroes nationwide. - Bobcat B760 Backhoe Loader Earns 2025 Concrete Contractor Top Products Award
Bobcat B760 Backhoe Loader Earns 2025 Concrete Contractor Top Products Award
Bobcat B760 Backhoe Loader wins 2025 Concrete Contractor Top Products award for its powerful digging depth, performance, and innovation, gaining industry interest. - Bobcat Company Unveils New CT4545, CT4558 Models & FL9-2 Size
Bobcat Company Unveils New CT4545, CT4558 Models & FL9-2 Size
Bobcat Company expands its compact tractor lineup in the 4500 platform with two new models of the CT4545 and CT4558, plus introduced a new front-end loader size, FL9-2. - Bobcat to Showcase Worksite Solutions and Technology at AEM’s Celebration of Construction
Bobcat to Showcase Worksite Solutions and Technology at AEM’s Celebration of Construction
Bobcat Company to showcase end-to-end job site solutions at AEM’s Celebration of Construction on the National Mall, May 14-16, in Washington, D.C. - Bobcat Company Launches its Most Powerful Mini Track Loader: The MT120
Bobcat Company Launches its Most Powerful Mini Track Loader: The MT120
Bobcat Company introduces its most powerful mini track loader, the MT120 with increased operating capacity and industry-leading lift height and reach performance.