East Manufacturing has named Tom Welch as its dealer liaison, a newly created position responsible for dealer network growth, improvement and support activities.

Welch is tasked with creating and implementing dealer management and performance measures. He will also establish procedures to assist dealers in sales efforts such as sales training, competitive analysis and market share data.

“We are pleased to welcome Tom to the East family,” said Charlie Wells, vice president of sales at East. “He brings the experience to drive business results as well as the enthusiasm and strong work ethic that we need to meet our objectives.”

Welch is a 30-year veteran of the trucking industry with a background in dump truck applications. He was most recently with Harmac Transport, a large Canadian private carrier and Kenan Advantage where he was the director of business development for chemical logistics.

He also spent nine years as vice president and general manager with Hissong Group, an Ohio-based Kenworth dealer. While at Hissong, Welch was involved with new and used trucks and tractors as well as parts and service support.

“With Tom’s strong background, he will lead efforts to help advance our dealer network and their sales efforts for East,” said Wells.