The Association of Equipment Manufacturers (AEM) has named Charlie O’Brien as senior vice president in recognition of his expanded leadership responsibilities for the association. These include activities under AEM’s new strategic plan, initiated in 2012, to better serve all members’ current and future business-development needs. In addition to increased responsibilities since joining AEM in 2007, O’Brien has taken a leadership role with expanded responsibilities in development of strategic initiatives to achieve the plan’s Key Result Area (KRA) goals and objectives, and AEM goals development to continue implementation of the strategic plan.  He was also instrumental in development of the vision for launch of AEM’s successful AG CONNECT Expo and Summit, now on its third show, to take place January 29-31, 2013 in Kansas City, Missouri. The initial AEM strategic initiatives focus on increased advocacy, a services plan to respond to membership-survey results and a new financial model to sustain expanded services and activities. New initiatives being implemented for 2013 include increased member engagement, market information services and global business development. “This is not another layer of management; it is a way to improve our service to the membership and better represent the industry through better use of staff capabilities. Charlie serves as the recognized face and voice of AEM agriculture activities, and provides the solid management and leadership credentials to enable AEM  to achieve this higher level of action,” stated AEM President Dennis Slater.  O’Brien joined AEM in 2007 as vice president. He serves as agriculture sector leader and also oversees AEM’s market information, technical/safety and member services areas. O’Brien came to AEM with more than 20 years of experience in the off-road equipment industry. This includes president and CEO of FPC Financial as well as Farm Plan & AgLine (Canada) product manager and sales manager for John Deere Financial; branch manager and director of strategic initiatives for Deere Financial’s England operations; and Deere Financial management positions in sales, market and business development, and risk management.