Manitowoc Combines Marketing Efforts for Crane Sales and Support

Manitowoc Cranes, Manitowoc, Wis., has promoted John Bittner to the newly created position of vice president of global marketing as part of a reorganization of the Manitowoc marketing department.

Bittner previously served as director of global marketing for Manitowoc Crane Care, the company’s customer service division. In his new role, Bittner is responsible for the overall strategy and execution of all worldwide marketing activities for cranes manufactured under Manitowoc Cranes’ brand lines and Manitowoc Crane Care. He reports to Ingo Schiller, senior vice president of worldwide marketing.

Schiller said combining marketing activities for crane sales and support reflects what Manitowoc’s dealer network is doing in the field. “Our dealers don’t make the distinction between cranes sales and aftermarket support,” he said. “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."

In addition, the company also promoted Chris Bratthauar to director of global marketing, reporting to Bittner. He previously held the position of marketing communications manager for the Americas region. In his new position, he has global responsibility for all marketing communications functions, product literature, advertising, promotion, and events.

Amanda Barbarossa, who has worked in the marketing department since 2004, will move into the America’s marketing communications manager position previously held by Bratthauar. She will focus on literature development and administration, product-related communications and regional advertising for the Americas.