leadership team






Duane Doyle is the third-generation owner and CEO of the Peterson family of companies:

Peterson Cat sells, services, rents, and provides parts for new and used Cat earthmoving equipment and agricultural equipment from AGCO, Claas, and Porter.

Peterson Power Systems provides sales, rental, service, and installation of power generation, power quality, temperature control, and emergency backup power.

Cresco – The Cat Rental Store and Peterson – The Cat Rental Store rent equipment in California, and Oregon/Washington, respectively.

SITECH provides machine control & guidance systems and technology for the construction and ag industries.

Peterson Trucks is the authorized International Trucks dealer and Idealease truck leasing, rental, and maintenance provider in the Bay Area and California’s North Coast.

Peterson University provides technical training, managerial skills, and related subjects to Peterson employees, other dealer personnel, and customers like you.

Doyle began working at Peterson during summers and holidays in high school and college. After purchasing the company from his father in 1995, Doyle expanded Peterson’s territory into Oregon and Washington. Under his watch, Peterson Cat has risen to the top of Caterpillar’s dealer network in excellence, recognition, and influence.

Doyle graduated from UC Berkeley with a B. S. degree in Business Administration & Accounting (1977).




Jeff Goggin is Peterson’s Chief Operating Officer. He is responsible for directing all of Peterson’s activities in the company’s three-state, 100,000+ square mile territory.

Goggin joined Peterson as an apprentice partsman in 1978 and has since been promoted to jobs throughout the company.

Under Goggin’s direction, Peterson Power Systems became Caterpillar’s top dealer for the temperature control and turbine industries and was named the top electric power generation dealer in North America. Goggin supervised the company’s expansion into its northern Oregon and Washington territories as well as the opening of Peterson Trucks in 2011.

Goggin has a Bachelor’s degree in Economics & Communications from UC San Diego (1980).




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

MacGuidwin started his work at Peterson in April 2011, after 6 1/2 years as VP of Finance and CFO at Michigan Cat before its sale to MacAllister Machinery in 2011.

MacGuidwin earned his undergraduate degree in business administration from the University of Michigan, Ann Arbor, in May 1974. He earned his MBA from Weatherhead School of Business at Case Western Reserve University in Dec 1988. He has also been a Certified Public Accountant since 1976, and is a member of the American Institute of CPAs.



Executive VP & GM, Peterson Power Systems

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

Krummen started with Peterson in 1989 as a journeyman mechanic. He has since held a variety of positions at Peterson and has negotiated union contracts for the past ten years. Krummen holds an AA in Diesel Technology and a BS in business management. He has played a major role in many important Peterson milestones, including the introduction of the Cat Backhoe Loader in 1989, the introduction of the Cat Skidsteer in 1998, and the creation of Peterson Trucks in 2011.


President, Cat Rental Store

Chris Smith is president of Cresco and Peterson’s the Cat Rental Store and is responsible for the operation of those stores throughout Northern California and Oregon.

Smith started working for Peterson in 1988 in the parts department. He took the reins at Cresco in 1997, when it consisted of only a few locations. Today, Cresco and Peterson's Cat Rental Stores are leading providers of rental equipment for contractors, events, homeowners and facility professionals throughout Northern California and Oregon.

Smith is a past Vice President of the California chapter of the America Rental association and remains actively involved in the organization. He graduated with a BA from UC Berkeley.


Vice President - Peterson Trucks, Marketing

Tom Bagwell, Vice-President of Marketing and Peterson Trucks, is responsible for the operations of the International Trucks Dealership, Idealease,  and the market development and branding efforts of all Peterson operating companies and Peterson University.

Bagwell joined Peterson in 2002 as Marketing Manager of Peterson Power. In 2011, he was named Director of Marketing for all Peterson companies; his newly-consolidated team was named Marketing Department of the Year by Caterpillar later that year. Bagwell is a member of numerous organizations and industry associations and has served on numerous oversight and development groups for Caterpillar and the Cat Dealer network.

 Bagwell has a BA in Economics/History from UC Berkeley (1991); a Marketing/Finance MBA from the University of Chicago (1997); and is an Executive Scholar in Sales and Marketing at Northwestern University’s Kellogg School of Management (2009). He is also a certified Executive Coach at UC Berkeley’s Haas School of Business.


Vice President - Earthmoving Sales Operations

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

Culligan entered the heavy equipment business in 1979 and worked his way through various positions before being promoted to his current position in 2011.

Culligan attended the University of Oregon, has served on several Caterpillar dealer advisory committees, is a director of the Oregon and Southwest Washington chapter of the National Utility Contractors Association (NUCA) and is on the board of directors of the Oregon Logging Conference.


Regional General Manager, Southern Division

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

Wells first began working for Peterson in 1978 as a truck dispatcher. He later became a shop technician, and then worked his way up through various service and management positions, including Field Service Technician and Shop Foreman, before being promoted to his current position in 2013.


Bill Bean
Regional General Manager, Central Division

As Regional General Manager of Peterson’s Central Division, Bill Bean is responsible for sales, service, and parts at the company’s North Bend, Redmond, Medford, Klamath Falls, Roseberg, Fortuna, Redding, and Chico facilities.

Beam stated 1983 in parts department, parts counter and was promoted to current position 2014. Bean holds a BS in Business administration from southern Oregon state college.


Regional General Manager, Northern Division

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

Doyle began his career in the Parts department at Peterson Power Systems in 2000. He accepted the promotion to his current position in 2012.

Doyle has a Business degree from the University of Oregon (2007).



Johan Larsson is General Manager of SITECH Norcal and SITECH Oregon: Northern California and Oregon/ Southwest Washington’s authorized Trimble dealerships.

Larsson joined Peterson in January 2010 following Peterson’s purchase of Spectra 3D, the former Trimble dealership serving Peterson’s Cailfornia territory. As SITECH, the company expanded to include Peterson’s Oregon/Washington territory and increased its exposure to the agriculture industry. In 2012, SITECH NorCal received a Platinum Dealer award from Trimble for its Ag division’s year-over-year growth and performance excellence.

 Larsson has a Business degree from Lake Forest College in Chicago.


Director, Parts Operations

As Director of Parts Operations, Mark Ehni is responsible for setting policies and procedures governing all aspects of Peterson’s parts business throughout the company’s territory and business groups.

Ehni joined Peterson in 1982 as an Apprentice Partsman and has since worked his way through various positions at the dealership before becoming General Parts Manager of Peterson’s San Leandro headquarters.

Ehni has a Bachelor’s degree in Business Management and Administration from Bradley University in Peoria, Ill.


Director of Marketing

Shannon is responsible for managing marketing activities and personnel for all Peterson companies. She joined the company as an intern and was promoted to Marketing Manager of Peterson Tractor in 1997. Shannon has served on several Cat Dealer Advisory Boards and was Vice-President of the Caterpillar Dealer Marketing Association in 2007.

Shannon has a Bachelor of Arts in Marketing with a minor in Communications from Cal State University, Hayward. She has studied at the Haas School of Business at UC Berkeley for the past five years. In 2012, Shannon graduated from the Executive Coaching Institute at UC Berkeley.


Director, Service Operations

Roy Walker, Director of Service Operations, is responsible for asset management, safety, warranty and goodwill management, fleet administration, coordination of new product introductions with Caterpillar, standard jobs administration, CSA development, and management of Peterson’s Technical Communications departments.

Walker came to Peterson after spending several years in diverse positions throughout California and Nevada. He joined Peterson as a Field Mechanic in 1986 and has worked in various positions throughout the company.

Walker has been recognized nationally by Caterpillar on several occasions for his management and sales performance, and has leant his expertise to numerous dealer advisory committees since joining Peterson.


Enterprise Risk Manager

As Risk Manager, Bob oversees Peterson's insurance activities, contract review, corporate income taxes, advisor on foreign transactions, cash management, and payroll.

Bob graduated from St. Mary's College with a B.S. in Business Management.  Before joining Peterson in 1997, he worked as an auditor with Price Waterhouse, earned his CPA, and worked with three other companies as their Controller (a petrochemical electrical contractor, a distributor, and a high tech company).


Director, HR

As Peterson’s Director of Human Resources, Tim Silsbee 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. He also serves on Peterson’s corporate governance committee and chairs the company’s collective bargaining committee.

Silsbee joined Peterson in his current position in 2012 after spending 24 years at a global cereal producer, including several years as the company’s Director of Human Resources.

Silsbee has a Bachelor’s degree in Industrial Psychology from Moravian College in Bethlehem, Pa. and a Master’s degree in Industrial Relations from St. Francis College in Loretto, Pa.


Director, IS

As the director of Peterson's IS department, Bill Nicholson oversees information services and technology for all of Peterson's operating companies.

Nicholson began his career at Peterson as IT Services Manager in 2006. He was promoted to Director of Information Services in 2008.

Nicholson holds a BS in information services from UC San Francisco. He has more than two decades of accomplishment-laden experience in technology with a variety of private and public companies.


Accounting Manager

As accounting manager of Peterson, Cunha is responsible for the company’s general accounting and financial controls, including all physical inventories, journal entries, statements and the integrity and security of related systems.

Cunha started with Peterson in 2006 as a Senior Accountant and was promoted to Accounting Manager in 2010. She attended Sonoma State University


Director, Strategy and Financial Planning & Analysis

Erin Sorgel, Peterson's Director of Strategy and Financial Planning & Analysis, oversees the company's Purchasing, Credit, Accounts Receivable, and Quest for Success (QFS) departments.

Sorgel began her career at Peterson as a marketing intern in June, 1998. She has since served in a variety of roles and was promoted to her current position in 2011.

Sorgel graduated from the University of Colorado with a double major in Accounting and Finance. In addition to being a certified Six Sigma Master Black Belt, she is a Certified Public Accountant.