CNH this week named Henrik Starup vice president, Construction Equipment Europe. Reporting to Jim McCullough, president and CEO of CNH Construction Equipment Business, Starup is responsible for further developing and strengthening the Case Construction Equipment and New Holland Construction brands in the marketplace.

“He comes with a strong cross-cultural background and an extensive experience built in the sales, marketing and dealer development areas that demonstrate his ability to lead with confidence and successfully grow the construction equipment business,” said McCullough. “I am confident that he will build effectively on the respective heritage and strength of Case Construction Equipment and New Holland Construction, leading our two brands to future growth and continued success.”

Starup joins CNH from IVECO, and has more than 20 years experience in sales and marketing gained through leadership positions held in Denmark, the Nordic countries, Germany and other parts of Europe. Most recently he served as general manager for the German market.