Bobcat Names Laura Ness Owens Chief Marketing Officer

Bobcat Company has announced the appointment of Laura Ness Owens as its new Chief Marketing Officer (CMO).
In this newly established executive role, she will oversee global marketing, brand strategy, customer experience and corporate communications—further aligning Bobcat’s worldwide presence and accelerating the company’s long-term brand vision.

A Proven Leader with Deep Roots at Bobcat

Since joining Bobcat in 2003, Ness Owens has held wide-ranging positions across 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 included roles in government administration, political communications, special event management and public policy, giving her a broad foundation in strategic leadership and storytelling.

“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 position, Ness Owens will report directly to Scott Park, CEO and Vice Chairman of Doosan Bobcat.

Two Additional Leadership Promotions Strengthen the Marketing Organization

Alongside this appointment, Bobcat has promoted two key marketing leaders to further advance its brand growth and global marketing strategy.

Kristen Hintermeyer — Vice President of North America Marketing

A 20-year veteran of Bobcat, Hintermeyer brings expertise in media and channel strategy, digital experience, product marketing, analytics and brand development.
In her new role, she will lead the North America marketing team, steward the Bobcat brand across the region and drive continued demand for the company’s expanding portfolio of products and services.

Lanelle Vasichek — Senior Director of Global Brand

Known for her strategic and experiential leadership, Vasichek brings a creative, future-focused approach to brand building. She will guide global brand stewardship, customer experience initiatives, campaign development, strategic partnerships and licensing activities.

Together, Ness Owens, Hintermeyer and Vasichek will strengthen Bobcat’s unified global marketing strategy and help position the company for continued momentum in both new and established markets.

About Bobcat Company

Bobcat Company empowers people to accomplish more, a mission it has upheld since pioneering the compact equipment industry in 1958. As a global leader in equipment innovation and worksite solutions, Bobcat manufactures a broad range of products including loaders, excavators, tractors, utility vehicles, telehandlers, mowers, turf renovation tools, light compaction equipment, portable power solutions, industrial air equipment, forklifts, attachments and implements. Supported by a wide-reaching dealer network, Bobcat continues to help customers tackle their toughest challenges with confidence.