Equipment East, a multi-line construction equipment distributor serving Massachusetts and New Hampshire, has named Chris Jackson as the company's new marketing manager.
Jackson, who stepped into the role on Nov. 10, 2025, brings nearly two decades of marketing, advertising and creative production experience — with roughly half of that time spent inside the construction equipment industry.
Jackson joins Equipment East after nearly nine years with another major equipment dealer, giving him a strong foundation in manufacturer relations, dealership operations, customer engagement and digital expertise.
As marketing manager, Jackson oversees a wide-spanning list of responsibilities that includes social media strategy, content development, web management, photography, videography, walk-around videos, print advertising, e-mail marketing and the creation of brochures, posters and branded merchandise.
"It's a very all-encompassing umbrella," Jackson said. "I pride myself on being adaptable. One minute I'm managing social channels, the next I'm editing walk-around videos, designing print ads or building out a set of promotional materials for one of our manufacturer partners."
Jackson added that producing videos — especially customer testimonials and equipment feature walk-arounds — is his favorite part of the job.
"Interacting with customers, hearing their stories, seeing the pride they have in their work — that's really rewarding," he said. "When we produce content that promotes both their business and our products, everyone wins."
Jackson joins Equipment East at a time when the dealership continues to expand its footprint and customer base. The company operates four locations — Auburn, Brockton and Dracut, Mass., along with Bow, N.H. It is the region's DEVELON dealer and also represents a range of complementary lines including Yanmar, ASV, Ammann, Gorman-Rupp pumps, Wacker Neuson light equipment, Husqvarna, Stihl and others.
Equipment East's territory stretches across all of Massachusetts and New Hampshire, placing the dealership in one of the most active equipment markets in New England.
Jackson said that one of the biggest shifts in equipment marketing today is the diversity of buyers. With compact machines transforming the industry, small excavators, skid steers and track loaders now serve markets far beyond traditional heavy contractors.
"You're not just marketing to construction companies anymore," he said. "It's landscape/hardscape, agricultural operations, utilities, pavers — the list goes on. Your messaging has to appeal broadly. You can include technical info for the people who want it, but there also has to be a cool factor, because so many machines now are very similar across manufacturers. Highlighting versatility, safety, cab comfort and operator experience goes a long way."
Jackson said his experience tells him that manufacturer support varies widely, but the highest-profile global brands typically offer large media libraries, plug-in content tools and robust marketing resources. Smaller manufacturers, he added, often provide more flexibility — but require more creativity from the dealer.
"Either way, the key is understanding the customer," he said. "If you don't understand what matters to them, you're wasting your time. Everything we create has to help customers reach their goals with their equipment."
With technology and AI reshaping marketing at a rapid pace, Jackson remains committed to constant learning.
"You can never say, ‘I know it all,' in this field," he said. "The tools, the priorities, the platforms — they change constantly. I study what other dealers are doing, what manufacturers are doing, and I keep my finger on the pulse. It's an industry where you grow forever."
Jackson also expressed his gratitude for becoming part of Equipment East's team.
"I appreciate Giovanni Albanese giving me the opportunity, and it's great being part of a family-owned and operated local business." CEG
