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.
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