A new CEA CEO has been announced from April this year, with Viki Bell stepping up from director of operations.
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Starting in April, Viki Bell will become the Construction Equipment Association’s (CEA) new CEO
Viki Bell is currently the director of operations for the CEA.
She will be given responsibility to continue work on the CEA’s priorities as laid out in their manifesto.
Viki has already helped to transform the CEA
Viki has worked on projects and brought about major internal transformation, such as expanding the team, refining the association’s structure, and modernising key operational processes.
She has also brought an integrated Customer Relation Management system and launched a new website, refreshed member materials, and supported the team in transition.
The CEA has also rebranded with Viki at the helm, bringing further clarity to its image and message, and remaining relevant, practical, and effective.
With Viki taking on the role of the new CEA CEO from April, issues set out in the CEA manifesto will be under her responsibility. These issues include decarbonisation, machinery theft, lobbying, a clearer industrial strategy, and the skills shortage. The CEA will work with government policy to address these issues and secure investment into them.
The CEA manifesto can be read on their website here.
“The CEA remains focused on progress”
Viki Bell said: “I am delighted to be taking on the role of CEO. The past year has been exciting – not only in terms of what we’ve achieved behind the scenes but in the energy and momentum we’ve built. I’ve also been hugely encouraged by the support of our members, industry partners, and other associations – as well as the backing of the trade press, which continues to shine a light on the important work being done across the sector. The CEA remains focused on progress and delivering real value to our members and the wider industry. With a strong team, new partnerships, and a clear plan for 2025 and beyond, I’m looking forward to the challenge.”
Paul Ross, chair of the CEA Executive Board, said: “Viki’s appointment as chief executive is the result of a year of outstanding leadership in her role as Director of Operations. She has demonstrated a clear vision for the association – one that is grounded in professionalism, transparency, and delivery. Her ability to restructure and refocus the CEA without losing sight of the day-to-day needs of our members has been exceptional.
“We’ve seen real, measurable progress under her guidance – from smarter systems and more responsive communications to a more confident and modern identity that reflects where the industry is heading. Her understanding of both the challenges and opportunities facing our members makes her the right person to lead the association through its next phase of growth.
“On behalf of the executive board, I would like to thank her for the energy and clarity she has brought to the role thus far. We are proud to support her as CEO and look forward to seeing the CEA continue to thrive under her leadership.”
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