PETERSON CAT

leadership team

DUANE DOYLE SR.,
Owner/CEO

Duane Doyle Sr., owner and Chief Executive Officer of the Peterson family of companies (Peterson Cat, Peterson Power Systems, Cresco—The Cat Rental Store, Peterson—The Cat Rental Store, SITECH, Peterson Trucks, and Peterson University) is a third-generation member of the Peterson team.

During his high school and college years, Duane Sr. began working at Peterson during summers and holidays, before he eventually purchased the company from his father in 1995. Under Duane Sr.’s leadership, Peterson Cat has expanded its territory from northern California into Oregon and Washington and has risen to the pinnacle of Caterpillar’s dealer network in excellence, recognition, and influence.

Duane Sr. graduated from UC Berkeley with a bachelor's degree in business administration and accounting.

   

JEFF GOGGIN,
COO

Jeff Goggin, Peterson’s Chief Operating Officer, is responsible for directing all of Peterson’s activities in the company’s three-state, 100,000+ square mile territory. Beginning his career with Peterson in 1978, Jeff worked his way up from Apprentice Partsman up to his current title as the COO of the company.

Under Jeff’s direction, Peterson Power Systems became Caterpillar’s top dealer for the temperature control and turbine industries and was named the top electrical power generation dealer in North America. Jeff was also instrumental in supervising Peterson’s expansion into Oregon and Washington along with its establishment of Peterson Trucks in 2011.

Jeff graduated from UC San Diego with a bachelor’s degree in economics & communications.

   

MARK MACGUIDWIN,
CFO

Mark MacGuidwin is the Chief Financial Officer of Peterson and is responsible for Peterson’s financial management, including accounting, credit, financial planning and analysis, IT, and risk management.

Before coming to work at Peterson, Mark was the Vice President of Finance and CFO of Michigan Cat before its eventual sale to MacAllister Machinery in 2011. Mark started work at Peterson in April 2011.

Mark graduated from the University of Michigan, Ann Arbor, with a bachelor's degree in business administration and graduated from Weatherhead School of Business at Case Western Reserve University with a master's degree in business administration. Mark has been a Certified Public Accountant since 1976, and he is also a member of the American Institute of CPAs.

   

JOHN KRUMMEN,
Executive Vice President & General Manager, Peterson Power Systems

John Krummen, Vice President and General Manager of Peterson Power Systems, is responsible for all operations within Peterson Power Systems, including sales, rental, service, and project management.

John originally joined the company in 1989 as a journeyman mechanic and subsequently worked his way up through the Peterson hierarchy to his current position today. John has been a key part of Peterson union negotiations for the past ten years, and has made an impact on Caterpillar and Peterson brand offerings as well, including work with Caterpillar on the introduction of their backhoe loader lineup in 1989 and their skid steer loader selection in 1998 as well as the creation of Peterson Trucks in 2011.

John graduated with an associate's degree in diesel technology and a bachelor's degree in business management from University of Phoenix.

   

CHRIS SMITH,
President of The Cat Rental Store

Chris Smith is President of Cresco—The Cat Rental Store and Peterson—The Cat Rental Store and is responsible for the operation of these equipment rental agencies throughout Northern California and Oregon.

Chris began work with Peterson in 1988 in the parts department before switching to The Cat Rental store and eventually taking the reins of Cresco in 1997. At the time, Cresco only consisted of a few locations, but today, Cresco and Peterson’s The Cat Rental Stores are leading providers of rental equipment for contractors, homeowners, facility professionals, and event coordinators in both Northern California and Oregon. Chris is also actively involved in the California chapter of the American Rental Association, an organization which he once led in the role of Vice President.

Chris graduated from UC Berkeley with bachelor's degree.

   

TOM BAGWELL,
Executive Vice President, Peterson Trucks, Marketing

As the Executive Vice President of Peterson Trucks, Tom Bagwell is responsible for the operations of Peterson’s International Trucks Dealerships, Peterson Idealease, and the market development and branding efforts of all Peterson operating companies including spearheading Peterson University.

Tom began his career at Peterson in 2002 as the Marketing Manager of Peterson Power. In 2011, he was promoted to Director of Marketing for all of Peterson, and soon after, Caterpillar recognized his team as the Marketing Department of the Year. Tom holds memberships in a number of organizations and industry associations and has served on multiple development groups for Caterpillar and the Cat Dealer network.

Tom graduated from UC Berkeley with a bachelor's degree in economics and history and from the University of Chicago with an MBA in marketing and finance. From Northwestern University’s Kellogg School of Management, he holds the title of Executive Scholar in Sales and Marketing and at UC Berkeley’s Haas School of Business is a certified Executive Coach.

   

KEVIN CULLIGAN,
Vice President, Earthmoving Sales Operations

Kevin Culligan, Peterson’s Vice President of Earthmoving Sales Operations, is responsible for earthmoving sales administration, asset management, used equipment sales, forecasting, market opportunity development, and corporate account management.

Kevin began working in the Cat dealer network in 1979 and worked his way up through the ranks before being promoted to his current position in 2011.

Kevin graduated from the University of Oregon. His active involvement in the heavy equipment industry has included several positions on Caterpillar dealer advisory committees, a position as a director of the Oregon and Southwest Washington chapters of the National Utility Contractors Association (NUCA), and a membership in the Oregon Logging Conference board of directors.

   

BILL NICHOLSON,
Vice President, Information Technology

Bill Nicholson, the Vice President of Peterson’s IT department, is responsible for managing all of the providers of information services and technology for the Peterson’s family of companies. Bill took his first position with Peterson in 2006 as the IS Services Manager. In 2008, he was promoted to Director of Information Services and promoted to Vice President of Information Technology in 2014.

Bill graduated from US San Francisco with a bachelor's degree in information services, and has a wealth of experience in the technology field from his work with both private and public companies.

   

JOHN WELLS,
Regional General Manager, Southern Division

John Wells, Regional General Manager of Peterson’s Southern Division, is responsible for managing the sales, service, and parts departments at Peterson’s San Leandro, Santa Rosa, Willits, and San Martin stores.

John started out with Peterson in 1978 working as a truck dispatcher. Later on, he moved into shop work, first as a technician and later as Shop Foreman before being promoted to his current position with Peterson in 2013.

   

BILL BEAN,
Regional General Manager, Central Division

Bill Bean, Regional General Manager of Peterson’s Central Division, has managerial responsibility over Peterson’s North Bend, Redmond, Medford, Klamath Falls, Roseburg, Fortuna, Redding, and Chico facilities.

Bill began work with Peterson in 1983 in the parts department, and after several promotions assumed his current role in 2014.

Bill graduated from Southern Oregon State College with a bachelor's degree in business administration.

   

DUANE DOYLE JR.,
Regional General Manager, Northern Division

Duane Doyle Jr., Regional General Manager of Peterson’s Northern Division, is responsible for sales, service, and parts at Peterson’s stores in Eugene, Salem, Portland, Longview, and The Dalles.

Duane Jr. began working at Peterson in 2000 in the parts department of Peterson Power Systems. He has held various positions throughout California and Oregon including mechanic, product support sales representative, and service manager. He was promoted to his current position in January of 2014.

Duane Jr. graduated from University of Oregon with a business degree.

   

Randy Grimes,
General Manager, Agricultural Division

Randy Grimes, General Manager of Peterson’s Agricultural Division, is responsible for machine sales, asset management, used equipment sales, forecasting, market opportunity development and product support for all of Peterson's Agricultural business throughout the territory including branch operations at Peterson’s Willows and Albany stores.

Randy began working at Peterson as the Agricultural Sales Manager in 2003. His sales career started in 1989 and has stretched across multiple construction and agricultural machine dealers. Randy serves on the AGCO dealer panel and is active with many local, State and National Ag associations.

   

JOHAN LARSSON,
General Manager, SITECH

Johan Larsson is General Manager of SITECH Norcal and SITECH Oregon, the authorized Trimble dealers for Northern California, Oregon, and Southwest Washington.

As a result of Peterson’s purchase of Spectra 3D in 2010, Johan became a member of the Peterson team, and following Spectra 3D’s name change to SITECH, the company expanded its services to include Peterson’s Oregon and Washington territories. SITECH also began working to expand its exposure to the agricultural industry, a move which would later earn SITECH Norcal the Platinum Dealer award from Trimble in 2012.

Johan graduated from Lake Forest College in Chicago with a business degree.

   

SHANNON THOMAS,
Director, Marketing

Shannon Thomas, Director of Marketing, is responsible for managing marketing activities and personnel for all Peterson companies. Shannon joined Peterson as an intern and quickly worked her way into the role of Marketing Manager for Peterson Tractor in 1997 before being promoted to Director of Marketing for all of Peterson later on. Shannon has served on several Cat Dealer Advisory Boards and was Vice-President of the Caterpillar Dealer Marketing Association in 2007.

Shannon graduated from Cal State University, Hayward, with a bachelor's degree in marketing. She has also studied for five years at the Haas School of Business at UC Berkeley and graduated from its Executive Coaching Institute in 2012.

   

MARK EHNI,
Director, Parts Operations

Mark Ehni, Director of Parts Operations, is responsible for setting policies and procedures governing all aspects of Peterson’s parts business throughout the company’s California, Oregon, and Washington territories and many business groups.

Mark joined Peterson in 1982 as an Apprentice Partsman and worked his way up through the company to become General Parts Manager and now Director of Parts Operations for all of Peterson.

Mark graduated from Bradley University with a bachelor’s degree in business management and administration.

   

ROY WALKER,
Director, Service Operations

Roy Walker, Director of Service Operations, has responsibilities over Peterson’s asset management, safety programs, warranty and goodwill management, fleet administration, coordination of new product introductions with Caterpillar, standard jobs administration, Customer Support Agreement development, and management of company Technical Communications departments.

Roy joined the Peterson team in 1986 as a Field Mechanic and has held various positions with the company including his latest one as Director of Service Operations.

Roy’s management and sales performance have been recognized on the national level by Caterpillar, and he has also leant his expertise to a number of dealer advisory committees since joining Peterson.

   

TIM SILSBEE,
Director, Human Resources

Tim Silsbee, the Director of Human Resources for the Peterson family of companies, is responsible for leading Peterson’s HR department, developing and executing the company’s corporate HR strategy, and ensuring that all decisions concerning the HR department align with Peterson’s Strategic Goals. In addition to his responsibilities with Peterson’s HR department, Tim also holds a position on Peterson’s corporate governance committee and is the chair of the company’s collective bargaining committee.

Tim joined Peterson as Director of HR in 2012 after a 24-year career with a global cereal producer which included some years as that company’s Director of HR.

Tim graduated from Moravian College with a bachelor’s degree in industrial psychology and graduated from Saint Francis College with a master’s degree in industrial relations.

   
 

ERIN SORGEL,
Director, Strategy and Financial Planning & Analysis

Erin Sorgel, Peterson's Director of Strategy and Financial Planning & Analysis, is the overseer of the company's purchasing, credit, accounts receivable, and Quest for Success (QFS) departments.

Erin began her career at Peterson as a marketing intern in June of 1998. After working her way through the ranks, she was promoted to her current position in 2011.

Erin graduated from the University of Colorado with a bachelor's degree in accounting and finance. In addition to her certification as a Six Sigma Master Black Belt, she is also a Certified Public Accountant.