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Leadership Team
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Duane S. Doyle |
Owner & CEO – Peterson Holding Co. |
Hired On – June 19, 1972 |
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| Duane Doyle is the owner and CEO of Peterson Holding Company, the Caterpillar dealership for Northern California and Southern Oregon. He is the third-generation owner of the heavy-equipment business, which was founded, in 1936, by his grandfather, Howard Peterson. In 1995, Doyle assumed the business from his father, William E. Doyle, Jr., and continued growing the company’s scope and influence. Doyle spent his youth learning the business from the ground up during summers and holidays in high school. After graduating from UC Berkeley 1977, he moved into the managerial side of the business, taking on key positions throughout the company in the parts, sales and service divisions. As owner and dealer principal, Doyle expanded his company into Southern Oregon in 2003, re-organizing Peterson into three separate entities under the Peterson Holding Company banner: Peterson Tractor Co., Peterson Machinery Co., and Peterson Power Systems, Inc., Under his watch, the trio of companies has risen to the top of Caterpillar’s dealership network in excellence, recognition and influence the world over. To this day, Doyle is one of the few CAT dealer principals who can tear down and rebuild a D8, and many other Caterpillar machines. |
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| Peterson Career History |
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| Jul. 1995 |
CEO/Owner – Peterson Holding Co. & Subsidiaries |
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| Jan. 1992 |
Executive Vice President & General Manager |
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| Mar. 1986 |
Vice President – Product Support |
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| May 1985 |
San Leandro Tractor Sales Manager |
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| Nov. 1984 |
San Leandro Service Operations Manager |
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| Jan. 1981 |
Redding Service Manager |
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| Jun. 1978 |
Parts/Service Coordinator/Warms Springs Dam |
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| Aug. 1977 |
Parts & Service Salesman – San Leandro |
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| Jun. 1977 |
Journeyman Mechanic – San Leandro Tractor |
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| Jun. 1973 |
Apprentice Mechanic – San Leandro Tractor |
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| Jun. 1972 |
Apprentice Mechanic – Lift Truck Division |
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| Jun. 1977 – University of California – Berkeley, CA – B. S. Business Administration & Accounting |
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Gerald R. "Jerry" Lopus |
President – Peterson Tractor Co. |
Hired On – June 6, 1966 |
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| Jerry Lopus is the President of Peterson Tractor Co., Peterson’s original heavy equipment business. During his 40-year career, Jerry has helped Peterson set industry trends in both the product support and sales sectors of the business. His willingness to take risks and see them through has led Peterson to a place of prominence within Caterpillar’s (NACD) dealership network. In the 70s and 80s, Jerry helped build Peterson’s product support capabilities and reputation into a broad-reaching entity, planting on-site product support operations for customers in South America and the Middle East as well as closer to home. His philosophy of building long-term relationships with customers and partnering on their investment has helped create a strong customer base that continues to return year after year. In the late 80s, Jerry led the charge to shut down foreign competition in Northern California, driving marketshare PINS up into the high 90s in large equipment. His personal style of customer involvement and follow-through has made him a key component in building Peterson into a multi-dimensional powerhouse in Caterpillar’s dealership world. |
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| Peterson Career History |
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| Jan. 2002 |
President of Peterson Tractor Co. |
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| Oct. 1992 |
Vice President – Machine Sales |
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| Mar. 1986 |
Vice President – Marketing/Gen. Mgr. Earthmoving |
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| Dec. 1980 |
Vice President – Product Support |
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| Aug. 1975 |
San Leandro Parts Manager |
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| Mar. 1975 |
Rehired as Parts & Service Salesman |
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| Oct. 1973 |
Worked for Quinn/CAT |
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| Nov. 1970 |
Parts & Service Salesman – San Leandro |
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| Feb. 1970 |
Warranty Claims Clerk – San Leandro Tractor |
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| Jun. 1966 |
Apprentice Partsman While Attending College |
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| Jun. 1970 – Chico State University – Chico, CA – B. S. Economics |
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Jeffrey A. "Jeff" Goggin |
President – Peterson Machinery Co. |
Hired On – July 1, 1980 |
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| Jeff Goggin is the President of Peterson Machinery Co., Peterson’s heavy-equipment operations for southwest and central Oregon. During his 27 year career, Goggin has gone from parts apprentice to president with the drive, determination and market savvy that has improved upon each division he’s managed. Under his direction, Peterson Power Systems (PPSI) entered the temperature control and turbine industries, becoming Caterpillar’s top dealer for both markets sectors. In 2000, PPSI was named the worldwide Top EPG (electric power generation) dealer in North America, when the rest of the country was slipping into recession. His crew also developed a software program for project management that is utilized at most Caterpillar dealerships in North America. In 2006, Goggin moved to the Oregon operations, where he is continuing to build Peterson Machinery Co., into a cutting-edge enterprise in the Pacific Northwest. His combined tractor and engine experience gives him a unique capacity to understand and help shape the future for Peterson in Oregon. |
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| Peterson Career History |
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| Jan. 2006 |
President – Peterson Machinery Co. |
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| Jan. 2002 |
President – Peterson Power Systems, Inc., |
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| Aug. 1995 |
Vice President & General Manager Power Division |
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| Oct. 1992 |
General Manager – Power Division |
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| Feb. 1990 |
General Manager – Branch Operations |
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| Jan. 1987 |
General Parts Manager |
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| Aug. 1985 |
General Parts Mgr./Parts Service Sales Mgr. |
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| Oct. 1984 |
Parts Manager – Tractor Division |
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| Jan. 1983 |
Parts Manager – Power Division |
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| Jan. 1981 |
Parts & Service Sales Rep. |
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| Jul. 1980 |
Component Exchange Clerk – San Leandro Tractor |
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| Jun. 1978 |
Apprentice Partsman (While Attending College) |
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| Jun. 1980 – University of California – San Diego, CA – B. A. Economics and Communications |
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Eric L. Martin |
President - Peterson Power Systems, Inc. |
Hired On – January 19, 1987 |
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| Eric Martin is the President of Peterson’s engine division – Peterson Power Systems, Inc. His inherent optimism affects everything he touches, making him a favorite among customers, employees and management alike. His rise through both Peterson’s tractor and engine divisions – in rental, sales and product support – has given him an intimate knowledge and understanding of Peterson’s industry mix and the diversity of customer needs. Martin’s career has exemplified model teamwork, at one time managing three Tractor divisions simultaneously with noteworthy success. Under his direction, his teams repeatedly achieved record marketshare levels, twice starting at ground zero with truck engines and Caterpillar’s CCE line of small equipment. Martin’s leadership style and commitment to the customer’s needs has carried him to the top of his field and will continue to forge new opportunities in the business world for Peterson. |
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| Peterson Career History |
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| Apr. 2008 |
President - Peterson Power Systems |
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| Mar. 2007 |
Exec. Vice President & Gen. Mgr. – Peterson Power |
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| Jan. 2006 |
General Manager – Peterson Power Systems |
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| Aug. 2004 |
General Manager – Peterson Rents and
Used Equipment and San Leandro Sales |
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| Apr. 2001 |
Peterson Rents – General Manager |
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| Oct. 1999 |
BCP/CCE Tractor Sales Manager – Tractor |
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| Nov. 1992 |
TEPS Business Manager – Peterson Power |
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| Oct. 1991 |
Truck Engine Salesman – Peterson Power |
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| Jan. 1987 |
TEPS Coordinator – Peterson Power |
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| Prior Work History |
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| 1985-86 |
General Mgr., Gilroy Equipment, Gilroy, CA |
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| 1980-85 |
Service Mgr., Illini Express Inc., Sioux City, IA |
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| 1979-80 |
Technician, Mack Truck Sales, Sioux City, IA |
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Feb. 2007 – University of San Francisco – SF, CA – B. S. Organizational Behavior
1982-85 – Morningside College – Sioux City, Iowa – Business Administration and Finance
1979-80 – Western Iowa Technical – Sioux City Iowa – A.A. Automotive Repair |
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Richard S. "Rich" Hasper |
Director of Human Resources – Peterson Holding Co. |
Hired On – June 5, 1995 |
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| Rich Hasper is Director of Human Resources for Peterson Holding Co., and its three operating companies. During his watch, Peterson has doubled its employee base to nearly 1,000 strong, challenging the traditional family-atmosphere which defines everything Peterson is and does. Hasper’s 30 years experience in Human Resources and employee relations has given him the unique insight, expertise and negotiation skills to balance the individual needs of employees with the growing requirements of a large, multi-level company. He and his team have built a large portfolio of benefits for both union and salaried employees, as well as a growing contingent of educational programs and on-the-job training for employee advancement. As part of Caterpillar’s Dealer Technician Advisory Group (DTAG), Hasper helps drive the trends of education within Caterpillar’s dealership network, reaching across the board from soft skills training to technical product education, which helps keep Peterson at the top of its field. |
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| Peterson Career History |
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| Apr. 1996 |
Director of Human Resources |
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| Jun. 1995 |
Human Resources Manager |
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| Prior Work History |
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| 1988-95 |
FMC Corp. – Mgr. Operations Human Resources
Defense Systems Group, San Jose, CA |
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| 1984-88 |
FMC Corp. – Human Resources Division Mgr.
Packaging Systems Div. Green Bay, WS |
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| 1981-84 |
FMC Corp. – Industrial Relations Mgr.
Western Operations/Citrus Machinery Div. Lindsay, CA |
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| 1980-81 |
Foster Farms – Director of Personnel |
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| 1976-80 |
Varco Pruden Metal Buildings Personnel Mgr. – Western Operations |
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| 1973-76 |
Kawneer Architectural Aluminum Personnel Manager |
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| 1969-73 |
Security Pacific National Bank (Mgmt. Program) |
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Jun. 1969 – Humboldt State University – Arcata, CA – B. A. Journalism & Mass Communications
Jun. 1973 – Fresno State University – Fresno, CA – Graduate Studies in Industrial Relations |
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Keith F. Davidge |
CFO – Peterson Holding Co. |
Hired On – Sept. 1, 2002 |
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| Keith Davidge is the Chief Financial Officer for Peterson Holding Co., and each of Peterson’s operating
companies. The complexity of Peterson’s finances has literally quadrupled since he signed on in 2002.
In January 2003, Peterson officially split into three separate entities, requiring individual tracking for the
parent company, Peterson Holding Co., and its two operating companies – Peterson Tractor Co., and
Peterson Power Systems, Inc., In July 2003, Peterson expanded into southern Oregon, adding a fourth
business – Peterson Machinery Co., Before Peterson, Davidge built a strong career in finance, beginning
with his CPA certificate at a Big 8 firm in the early 80s, then stints in the public and private sectors
including invaluable experience at a venture-backed start-up firm. At Peterson, Davidge has successfully
steered his team through each new challenge, forging a strong, multi-level infrastructure capable of
handling anticipated future growth. |
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| Peterson Career History |
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| Jan. 2003 |
Chief Financial Officer/Corp. Secretary |
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| Sep. 2002 |
Vice President – Finance |
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| Prior Work History |
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| 2000-02 |
Tambourine, Inc.,
Vice President Finance, Corp. Secretary |
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| 1996-00 |
Deloitte & Touche, LLP
Regional Director/Finance & Administration |
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| 1995-96 |
GATX – Assistant Treasurer |
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| 1988-95 |
GATX – Director Portfolio Investments |
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| 1984-88 |
GATX – Capital Corporation Director Financial Planning & Analysis |
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| 1981-84 |
Peat, Marwick & Mitchell, CPA's Senior Accountant – CPA Certificate (9/83) |
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| Jun. 1981 – University of California – Berkeley, CA – B. S. Business Administration & Accounting |
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Bill Nicholson |
Director of Information Technology - Peterson Holding Co. |
Hired On – August 8, 2006 |
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| Bill Nicholson is Director of Information Technology for Peterson Holding Company and its three operating companies. Most recently Nicholson led an enterprise network upgrade and spearheaded technology improvements across the three operating companies. He has more than two decades of accomplishment-laden experience in technology with a variety of private and public companies. Nicholson has driven technology achievements by leveraging his competency in corporate accounting and other key business functions in his effort to meet and exceed corporate goals and challenges. The scope of his experience has spanned manufacturing, financial data services, real estate, chemicals and construction. His joint business and technical skills provide a balanced and solid platform to help guide the future direction of technology for Peterson. |
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| Peterson Career History |
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| May 2008 |
I.T. Director - Peterson Holding Co. |
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| Aug 2006 |
I.S. Services Manager – Peterson Holding Co. |
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| Prior Work History |
| 2005-06 |
Washington Mutual Card Services - Business Continuity Planner |
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| 2004-05 |
Gardco Lighting - I.T. Manager |
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| 1998-03 |
Cateluss Development - I.T. Director |
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| 1987-98 |
Swinerton & Walberg - Network Manager |
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| Jun. 1999 – University of California - San Francisco, CA - B. S. Information Systems |
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Thomas R. "Tom" White |
Treasurer – Peterson Holding Co. |
Hired On – January 15, 2001 |
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| Tom White is the Treasurer of Peterson Holding Co. as well as an officer of the corporation. During his
tenure with CAT Financial, White established high-level relationships with many of Peterson’s key accounts,
both on a working and personal basis. Today, he continues to grow and develop strong customer
relations which are the very foundation from which Peterson operates. As company treasurer, White
serves a three-tiered client base, from equipment purchasers to corporate banking institutions to structuring
finance packages with outside lenders. Balancing corporate needs and customer requirements
has been the keystone of his success. Since White came to Peterson in 2001, the company has grown
three-fold. In 2006, he reorganized Peterson’s three credit operations into one, under one roof in San
Leandro, to standardize credit practices corporate-wide. White is recognized as an industry leader, highly
regarded by all who work with him at Peterson, in the Caterpillar financial world, the banking institutions
and the customers he helps every day. |
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| Peterson Career History |
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| Jul. 2005 |
Treasurer – Peterson Holding Co. |
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| Jan. 2001 |
Corporate Finance Manager – Peterson Tractor |
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| Prior Work History |
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| 1997-01 |
Caterpillar Financial Services Corp. Nashville, TN
Senior Territory Manager |
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| 1994-97 |
The Associates, Irving, TX District Sales Manager |
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| 1986-94 |
Enterprise Fleet Services, San Leandro, CA. Senior Account Executive |
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| Jun. 1985 – St. Mary's College – Moraga, CA – B. S. Economics and Business Administration |
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Mark G. Ehni |
Director of Parts Logistics and Purchasing– Peterson Holding Co. |
Hired On – June 11, 1982 |
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| Mark Ehni is the General Parts Manager for Peterson Holding Co. and a key member of Peterson’s
executive team. His entire career has been built upon excellence, determination and the forging of new
ground. From U.S. Army Ranger, top-honors college graduate, and apprentice partsman to general parts
manager, Ehni does everything at 110%. In his early management years, he spearheaded the sales
and rental modules for the new CAT-based software system which Peterson implemented in 1989. He
designed and built new parts departments for the Santa Rosa and San Martin stores, from the floor up.
In 2004, he was charged with the corporate-wide implementation of the Six Sigma process improvement
program – Quest for Success - as the original deployment champion. Ehni’s tenacity, and drive for excellence
is a legacy of his father, a 40-year career CAT-man who retired as the Western Division Manager of
Caterpillar’s Northern American group (now-NACD). |
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| Peterson Career History |
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| July 2010 |
Director of Parts Logistics and Purchasing – Peterson Holding Co. |
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| Nov. 2005 |
General Parts Mgr. – Peterson Holding Co. |
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| Feb. 2004 |
Six Sigma Deployment Champion |
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| Oct. 2002 |
Director – Corporate Services |
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| Jan. 2002 |
Director – Information Systems |
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| Jul. 1999 |
General Parts Manager – San Leandro |
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| Oct. 1995 |
Product Support Manager – Santa Rosa |
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| Feb. 1991 |
Parts Manager – Santa Rosa |
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| Jun. 1989 |
Parts Operations Manager – San Leandro |
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| Feb. 1987 |
Rental Fleet Manager – Tractor Division |
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| Apr. 1986 |
New Sales & Rental Supervisor – Tractor Div. |
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| Dec. 1985 |
Machine Salesman – Tractor Division |
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| Jul. 1985 |
New Sales & Rental Supervisor – Tractor Div. |
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| Aug. 1983 |
Asst to Sales Manager – Tractor Div. |
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| Jun. 1983 |
Partsman – Power Division |
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| Jun. 1982 |
Apprentice Partsman – Tractor Division |
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Jun. 1982 – Bradley University, Peoria, Illinois – B. S. Business Management and Administration – Magna Cum Laude
1976-79 – U.S. Army Airborne Rangers |
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