Case IH has announced that Scott Harris, current Vice President of North America, will lead the brand as President of Case IH globally. Harris succeeds Brad Crews, who will assume the role of President of CNH Industrial for North America. For his part, Mirco Romagnoli becomes Vice President of Case IH and STEYR Europe. The changes will take effect immediately.

Harris has been with the company since 2006, first working for CNH Industrial Capital and later as head of the Sales area of ​​agriculture and construction equipment for the Northeast region. In 2007, he became Senior Director of Sales and Marketing for that same division. His last position at CNH Industrial Capital was Vice President of Operations and Financial Services for the US In 2011, Harris joined CNH Industrial Parts and Service, first as Vice President of Sales and Marketing for North America and, in 2013, as Vice President. of the entire division. In 2016, he became Vice President of Case Construction Equipment and, in 2018, he was appointed Vice President of Case IH North America.

“Scott Harris's strong leadership in North America has had a profound impact on the Case IH brand,” says Derek Neilson, President of Agriculture at CNH Industrial, who goes on to say, “Looking ahead to Case IH and the agricultural sector. As a whole, we are delighted that it can extend that impact to the rest of the regions ”.

As Global President of Case IH, Harris will lead the brand strategy focusing his efforts on building a customer-oriented brand, and developing the corresponding marketing and communication activities, the digital experience and the range of solutions of Case IH. In this sense, he will coordinate activities with the directors of Case IH and CNH Industrial in all regions.

Mirco Romagnoli, with more than 32 years of experience in the agricultural sector, has held various management positions at CNH Industrial in different regions of the world. He started in 1989 managing the Spare Parts Sales area in Scandinavia, European importers, the Middle East and the Far East. Later he was responsible for Sales of spare parts and Director of After-Sales for Latin America. Later, he moved to the position of Senior Director of Marketing for CNH Industrial's brands in Europe, Asia and Africa. In 2005, Romagnoli began to direct the Marketing activities of New Holland and, a year later, he was appointed Business Director of New Holland in Iberia. In 2011, he returned to Brazil and served as Case IH Vice President for Latin America for a period of eight years, during which time he achieved impressive results in terms of business growth and brand reputation. In 2019, Romagnoli assumed the position of Vice President and Director of Global Aftermarket Solutions in the area of ​​Agriculture of CNH Industrial.

In Neilson's words, “The years of activity in the industry and the experience that Mirco Romagnoli brings to his new role, which includes a strong commercial profile, a deep understanding of the Case IH business and a philosophy focused on customer service. , they will immediately put themselves at the service of Case IH ”.

In his new role, Romagnoli will drive a customer-centric business approach to any user activity related to machinery, parts, service and financial services. As such, he will be responsible for the strategy and execution of all business functions, including business operations, product marketing, sales, and communication marketing.