BrandSafway Hires New EVP & Chief Technology Officer
Scaffolding and access specialist BrandSafway announced that Mark Choe has joined the company as executive vice president and chief technology officer, effective Sept. 7. In this position, Choe will lead engineering, fleet management, business process improvement and product development at BrandSafway.
“Mark will focus on driving innovation and bringing more discipline to accelerate ideation, development and commercialization in engineering and technology,” said Karl Fessenden, president and CEO of BrandSafway. “We are committed to delivering more value to customers with solutions that improve safety and increase productivity, further differentiating BrandSafway from its competitors in the marketplace. With his experience, Mark will be able to provide greater depth of expertise and leadership to our business and development processes. We’re fortunate to have someone with his background and track record join our senior leadership team.”
Most recently, Choe served as senior vice president, Advanced R&D/Technology at Samsung Electronics’ Digital Appliance Division — a multibillion dollar global consumer electronics business — where he led the development and implementation of Samsung’s core technology roadmap for its global product portfolio. Prior to his work at Samsung, Choe served as chief technology/product officer at Keurig Dr Pepper and held various product development leadership roles at Whirlpool Corp., Dana Inc. and Ford Motor Co.
“I’m excited to join a market leader like BrandSafway,” said Choe. “The company has an experienced and advanced engineering team, numerous proprietary products and patents, and a focus on continual improvement in safety and productivity for its customers. I look forward to being part of the company’s future growth and success.” Choe received a Master of Business Administration and a Master of Science in mechanical engineering from the University of Michigan. He earned his Bachelor of Science in mechanical engineering from Carnegie Mellon University. BrandSafway, based in Kennesaw, Ga., is No. 6 on the RER 100.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.