Generac Power Systems Inc., a manufacturer of backup power generation equipment, has announced that Duane Nelson has joined the company as vice president of Marketing.  

“Duane’s proven track record of building brands for both consumer and industrial products will bring us tremendous benefits as we continue to grow into a global market leader,” said Aaron Jagdfeld, president and CEO.

“And his experience on the agency side of marketing will help us explore new creative avenues to more effectively communicate with customers and prospects. We’re excited to have him join our team,” he continued.

In his new role, Nelson will be responsible for leading Generac’s global marketing strategy, including branding, market research and marketing communications across all channels.

“I’m thrilled to be working to help grow the brand that created, and still leads, the automatic home standby generator category,” said Nelson. “But Generac is poised for growth in so many other markets. I’m looking forward to leading the brand into those markets, and to be part of a team that has such a bright future.”

Nelson brings 18 years of marketing experience to Generac, where he most recently served as director of global brand management with Case IH, an agricultural equipment business, where he launched the company’s first global branding campaign. In 2008, Nelson was elected to the board of directors of Growth Energy, a group that aims to better agriculture and America’s growing economy through cleaner, greener energy.