FAD Equipment Store hires e-commerce guru

16 September 2021

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FAD Equipment Store has hired e-commerce guru Austin Helton as vice president, application sales and market development, reporting to David Ayling, president.

FAD Equipment Store, headquartered in South Carolina, puts lifting, material handling, safety, and load monitoring products a click away from end users in marine, warehouse, manufacturing, construction, oil and gas, renewables, and other markets.

“I am excited to join forces with the store and help push the e-commerce model forward in this very traditional, B2B industrial space,” said Helton.

“I believe the team has a unique and very real opportunity to market these products online in a modern and convenient way that creates real and immediate value for customers. Modern technology and e-commerce, married with the industry experience, vendor relationships, and deep product knowledge that these guys have, is in my opinion the differentiating value and recipe for success in the always competitive online landscape.”

Helton is experienced in creation and execution of data-driven strategy that has positioned countless businesses at the top of their marketplaces. His initial focus will be on presentation of key products to buyers in targeted end-user sectors.

“A standout feature of successful businesses is that they have the best people in the right roles. In Austin, we have added a true expert in e-commerce, with a proven track record of delivery, even in the most competitive of marketplaces. Austin adds a different perspective to our team but the enthusiasm, energy, and authenticity that he brings to our dealings means he fits in perfectly,” added Ayling.

Helton joins Jeff Miller, GM; Peter McGreal, CFO; Mark Bridger, VP, business and product development; and Richard Howes, VP, marketing & communications.