element14 announces trio of strategic appointments

element14 today announces three senior level appointments to strengthen its management team, following a global reorganisation and strategic operational review.

Ralf Buehler takes on the role of Chief Sales Officer on 1 February to lead the company’s global sales, marketing and ecommerce operation.

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 organisations 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.

Reporting into Buehler, Peter Birks and Dan Hill have been appointed Business President Sales and Marketing and will be responsible for element14’s sales and marketing businesses in Europe and North America, respectively. Birks and Hill entered the business on 4 January and join Umasankar Pingali, Business President Sales and Marketing, in Asia Pacific.

Birks recent executive positions with the International multi-channel organisations 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 energised sales operation Birks looks forward to working with the European teams to deliver compelling customer experiences and exciting growth rates.

Dan Hill joins element14 from Crescent Electric Supply Company, the eighth-largest electrical distribution company in the US, where he served as general manager, responsible for Crescent’s $1Bn+ 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 recognised 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.

Ralf Buehler, Chief Sales Officer
Ralf Buehler, Chief Sales Officer, element14, said: “I am looking forward to starting with the business at this exciting time in its evolution.  I am confident that by focusing on our people, customers and suppliers, element14 has a clear opportunity to lead the market and establish itself as the world’s premium ‘technology enabler’." 
Ralf Buehler, Chief Sales Officer
Mark Whiteling, CEO, element14, said: “We have added some highly experienced, senior professionals to the team, with proven track records in increasing sales and gross margin. As a result, the company will be ideally placed to improve, execute and ultimately deliver on its objectives.”
Mark Whiteling, CEO

About the Premier Farnell Group


Premier Farnell plc (LSE:pfl) is a global leader in high service distribution of technology products and solutions for electronic system design, production, maintenance and repair. Trading as Farnell element14 in Europe, Newark element14 in North America and element14 across Asia Pacific, it had sales last year of £982.7m, the Group is supported by a global supply chain of more than 3,000 suppliers and an inventory profile developed to anticipate and meet its customers’ needs.


Premier Farnell works to bring to market development kits in a variety of applications, enabling it to support the customer from design concept through to production.


The latest products, software, services and solutions from trusted supplier partners are all available through 43 local language transactional websites. The element14 Community allows buyers and engineers to access a wide range of independent technical information, tools and the latest resources and the Design Center enables design engineers to compare kits from the world’s greatest range of development tools.


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