Appointed as the new director of sales and marketing for Takeuchi-US, Jeffrey Ratliff will replace Henry Lawson, who is retiring after six years with the compact equipment manufacturer.
Ratliff will be responsible for dealer sales development and national account business and activity in North America, directly contributing to the company’s market share objectives, including dealer sales, budgeting, asset management, and inventory audits. The new director will also manage Takeuchi’s national rental accounts.
“I’m very pleased to be with a company that’s so focused on delivering the best possible value to its customers,” Ratliff said. “All over our office, you see signs saying to ‘Do what’s right – the Takeuchi way,’ and that’s the mindset our entire team embraces every day. Our motto for 2025 is ‘Make Our Best Better.’ We’re focused on continuous improvement, and that’s something I’m excited to be a part of.”
Ratliff’s professional career
Ratliff comes to Takeuchi-US with nearly 25 years of experience helping teams deliver new products and services to the market while simultaneously driving revenue growth, margin improvement, and market share growth.
Over the past two decades, Ratliff worked in the ag equipment industry, taking on increasing responsibilities in sales and product management, eventually becoming the marketing director for an international ag machinery manufacturer.
Ratliff holds a bachelor’s degree from the University of Missouri—Columbia, where he majored in agricultural systems and minored in agricultural economics. He has also actively pursued continuing education, including such programs as Dardis Communications Leadership Presentation and Image, Fundamentals of Leadership, Purdue University Agronomy Essentials, The Project Success Method, and Change Management.
“Jeffrey has spent his career implementing solid marketing and sales principles within the equipment industry,” said Jeff Stewart, president of Takeuchi-US. “He has a proven track record of building excellent teams who understand customer challenges and how to help those customers find the products that will best help them in their everyday lives. We’re pleased to have him join the Takeuchi family, and I’m excited to see his positive impact on market share and overall growth.”
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