Cherry’s promotes Heather Racine to sales operations and marketing specialist

Cherry’s Industrial Equipment has promoted Heather Racine to Sales Operations and Marketing Specialist, expanding her role in pricing, CRM data, lead routing and commercial support. The move, announced Sept. 8, 2026, underscores the company’s push to tighten sales operations and improve consistency across internal systems.

Why it matters: - Heather Racine will help Cherry’s Industrial Equipment tighten the systems that support pricing, quoting and customer data. - The role connects sales, operations and marketing, which can affect speed, accuracy and profitability.

What happened: - Cherry’s Industrial Equipment on Sept. 8, 2026, announced Racine’s promotion to Sales Operations and Marketing Specialist. - Racine joined Cherry’s in 2024 as CRM Sales Support Coordinator. - John Costello, chief executive officer of Cherry’s, said the company is pleased to promote Racine into the expanded role.

The details: - The role covers pricing, quotation systems, CRM data integrity, product information, website content, marketing initiatives and business analytics. - Racine will serve as the central support resource for the sales organization. - Her responsibilities include live commercial support, pricing accuracy, lead assignment coordination and consistency across CRM, ERP, website and proposal systems. - Racine will work with Sales, Engineering, Purchasing, Finance, Operations and Marketing. - Cherry’s says the goal is to improve business processes, protect profitability and deliver a better customer experience. - Before Cherry’s, Racine worked as a Business Operations Coordinator at Nexum in Chicago. - Her background also includes operational process management work at Blackhawk Network in Woodridge, Illinois. - Racine earned several business certifications and a bachelor’s degree from Northern Illinois University in DeKalb. - Cherry’s Industrial Equipment is based in Roselle, Illinois. - The company provides engineering, nationwide sales and service, and customer support across the U.S., Canada, Mexico and international markets. - Cherry’s was founded in 1982 and specializes in custom material handling, ergonomic and workflow solutions. - Its product line includes pallet inverters, pallet dispensers, ergonomic lift tables, 90° tippers, pallet washers, roller skids, plastic and aluminum pallets, load transfer systems and other custom-engineered equipment. - Cherry’s serves industries including automotive, food and beverage, agriculture, pharmaceuticals, cosmetics, aerospace and defense, printing, consumer packaged goods, warehousing, logistics and distribution.

Between the lines: - The promotion suggests Cherry’s is placing more emphasis on internal commercial operations, not just customer-facing sales. - Racine’s cross-functional role signals a push to reduce friction between sales, systems and back-office teams.

What's next: - Racine is expected to take on the expanded support duties immediately. - Cherry’s will likely continue using the role to keep pricing, CRM data and proposal workflows aligned as the business grows.

The bottom line: - Cherry’s is elevating an internal operator into a role designed to improve sales execution and commercial discipline.