Electronic Products & Technology

element14 unveils trio of strategic appointments

Stephen Law   

Electronics Supply Chain

element14 has unveiled three senior level appointments to strengthen its management team, following a global reorganization and strategic operational review.

Dan Hill and Peter Birks have been appointed business presidents of sales and marketing and will be responsible for element14’s sales and marketing businesses in North America and Europe, respectively. Hill and Birks entered the business on Jan. 4 and join Umasankar Pingali, business president of sales and marketing, in Asia Pacific.

Hill joins element14 from Crescent Electric Supply Company, the eighth-largest electrical distribution company in the U.S., where he served as general manager, responsible for Crescent’s $1B company-wide P&L and more than 130 national branches. Over the last 20 years, Hill has developed and implemented growth strategies which have more than doubled the bottom line in profit and added hundreds of new customers. He has also been recognized with the highly-accredited GE President’s Club top sales award and leadership award as well as the Crescent President’s Club top profit leadership award.

Birks’ recent executive positions with international, multi-channel organizations Staples and Office Depot have given him a passion for technology and its use in driving revenue and customer traffic.  Aligned with an effective and energized sales operation, Birks looks forward to working with the European teams to deliver compelling customer experiences and exciting growth rates.


Hill and Birks will report to Ralf Buehler, who takes on the role of chief sales officer on Feb. 1 to lead the company’s global sales, marketing and e-commerce operations.

Buehler has more than 25 years’ experience in sales and distribution and an impressive track record in leading worldwide product marketing and sales strategies that grow market share and profitability. He joins element14 from Future Electronics, where he was vice president & managing director EMEA, and has held numerous senior management and leadership roles in the electronics industry with organizations including Cree, Littelfuse, Texas Instruments and STMicroelectronics.

Based in element14’s London office and under Buehler‘s direction the sales team will focus on three core areas: selling components, selling services such as software and re-reeling, and selling end products such as single board computers (SBCs). This will offer a seamless multi-channel experience to customers, ensuring they receive expert advice and products, when they need them, at the right price.


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