Overseeing relationships & growth

Prior to joining Red Lion, Macpherson was Managing Director for SMAC Inc. In this role, he managed all aspects of sales, software development, machine design and customer support for the EMEA and APAC regions. Previously he held positions of increasing responsibility with Automatic Sea Vision S.A, High Integrity Solutions, Mercury Computer Systems and Datel Technology.

“As Red Lion continues to expand across the globe, we are adding top-notch executives to Red Lion’s leadership team to support our growth,” said Lee. “Bruce’s 25 years of industrial computing and automation experience coupled with an impressive background in systems and hardware sales make him the perfect fit to lead our EMEA and SAARC sales efforts.”

Macpherson began his career as an Electronics and Communications Engineer with the British Army, where he served for nine years before moving into technology sales and senior leadership roles. His experience includes building new organizations, as well as turning around underperforming operations.

“I look forward to this exciting opportunity to work with the EMEA and SAARC teams to serve new and existing customers,” said Macpherson. “Our goal is to continue providing reliable automation and networking solutions that allow users to drive efficiencies across a range of industrial applications, enabling our customers to become more successful.”