The Construction Equipment Association (CEA) has announced the appointment of Viki Bell as its new Chief Executive Officer, effective from April 2025. This promotion follows a successful year in her current role as Director of Operations, during which she spearheaded significant internal transformations.
Bell’s appointment is seen as a continuation of the CEA’s ongoing evolution, building upon a foundation of operational reform and strategic renewal. Her first year at the association has been marked by a comprehensive internal overhaul, including the recruitment of new team members, a streamlined organisational structure, and the modernisation of key operational processes such as finance, HR, communications, and digital platforms.
Key achievements under Bell’s leadership include the launch of an integrated CRM and website, alongside a refreshed suite of member materials, designed to enhance clarity and accessibility for CEA members. Furthermore, a comprehensive rebranding initiative has been undertaken to ensure the association’s image and messaging align with its evolving role as a leading advocate for the construction equipment sector.
Looking ahead, the CEA will maintain its focus on key priorities outlined in its manifesto, including decarbonisation, machinery theft, lobbying, industrial strategy, and addressing the industry’s skills shortage. Government policy is recognised as crucial in driving progress across these areas, particularly in decarbonisation, where long-term investment and a clear regulatory framework are essential for the transition to low- and zero-emission technologies.
The association will continue to advocate for policies that foster innovation, incentivise the adoption of greener machinery, and address the infrastructure challenges associated with electrification and alternative fuels. Education and skills development remain central to the CEA’s mission, with ongoing efforts to strengthen ties with schools, colleges, and universities to tackle workforce shortages and cultivate future industry leaders.
In addition, preparations are underway for the UK to host the CECE Congress in 2026, a pivotal event that will bring together global leaders to discuss the future of construction equipment in Europe and beyond.
Viki Bell expressed her enthusiasm for the new role, stating: “I am delighted to be taking on the role of CEO. The past year has been exciting – not only in terms of what we’ve achieved behind the scenes but in the energy and momentum we’ve built. The CEA remains focused on progress and delivering real value to our members and the wider industry. With a strong team, new partnerships, and a clear plan for 2025 and beyond, I’m looking forward to the challenge.”
Paul Ross, Chair of the CEA Executive Board, praised Bell’s leadership, saying: “Viki’s appointment as Chief Executive is the result of a year of outstanding leadership in her role as Director of Operations. We’ve seen real, measurable progress under her guidance – from smarter systems and more responsive communications to a more confident and modern identity that reflects where the industry is heading.”
