VIKI Bell has been appointed CEO of the CEA (Construction Equipment Association), moving up from her role as director of operations.
The appointment has been described as marking the next chapter in the association’s evolution. Over the past year, Viki has led an internal transformation, which has included welcoming new team members, refining the CEA’s structure, and modernising operational processes from finance and HR to communications and digital platforms. A fully integrated CRM and website have also been launched, alongside a refresh of member materials.
The CEA said it will continue to focus on key priorities set out in its manifesto including decarbonisation, machinery theft, lobbying, a clear industrial strategy, and tackling the industry’s skills shortage.
The association added that it will continue to push for policies that support innovation, incentivise the uptake of greener machines, and address the infrastructure challenges that come with electrification and alternative fuels. The CEA is strengthening ties with schools, colleges, and universities to help address labour shortages.
Viki Bell said, “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.
“I’ve also been hugely encouraged by the support of our members, industry partners, and other associations – as well as the backing of the trade press, which continues to shine a light on the important work being done across the sector. 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, added, “Viki’s appointment as chief executive is the result of a year of outstanding leadership in her role as director of operations. She has demonstrated a clear vision for the association – one that is grounded in professionalism, transparency, and delivery. Her ability to restructure and refocus the CEA without losing sight of the day-to-day needs of our members has been exceptional.
“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. Her understanding of both the challenges and opportunities facing our members makes her the right person to lead the association through its next phase of growth.
“On behalf of the executive board, I would like to thank her for the energy and clarity she has brought to the role thus far. We are proud to support her as CEO and look forward to seeing the CEA continue to thrive under her leadership.”
