Manitowoc ties marketing activity for crane support and sales

It appointed Chris Bratthauar to the role of director of global marketing, and Amanda Barbarossa as the new marketing communications manager for the Americas region.

In his new role, Bittner will oversee strategy and execution of all worldwide marketing activities. Product lines he will supervise include cranes manufactured under Manitowoc Cranes' brand lines and by Manitowoc Crane Care.

Manitowoc said Bittner will report to Ingo Schiller, senior vice president of worldwide marketing.

Schiller has said that the activity of Manitowoc's dealer network reflects the decision to unite marketing activities for crane sales and support.

“Our dealers don't make the distinction between cranes sales and aftermarket support,” he said.

Schiller continued, “For them, it is all part of making sure they take care of the customer. We recognize this, and by making an internal change, we can take advantage of the changing marketing environment and develop greater synergies and alignment between our sales organization and Crane Care."

Bob Hund, executive vice president for Manitowoc Crane Care, explained it will improve customer service: “By combining the marketing functions of both sales and Crane Care, we are creating internal efficiencies and synergies that will translate into better service for our dealers and their customers in both sales and aftermarket support.”

Reporting to Bittner, newly appointed director of global marketing Bratthauar will have global responsibility for all marketing communications functions, product literature, advertising, promotion and events, Manitowoc said.

Bratthauar brings to the position his experience as Manitowoc's marketing communications manager for the Americas region.

Bittner commented on this appointment: “Chris has gained great experience in his current position in the Americas, and this new role will offer expanded global opportunities and responsibilities.”

Barbarossa takes over from Bratthauar as Manitowoc's marketing communications manager for the Americas region, working on literature development and administration, product-related communications and regional advertising for the Americas. She has been an integral part of Manitowoc's marketing team since 2004.