Mitsubishi Electric Cooling & Heating Creates New Business Unit Structure

Tuesday, June 12, 2012

SUWANEE, Ga., June 12, 2012 - To support its continued growth, Mitsubishi Electric Cooling & Heating (Mitsubishi Electric), America's No. 1 selling brand of ductless cooling and heating technology, has restructured its four national sales zones into five Business Units (BUs), including a newly created Southwest BU. To support the new sales structure, Mitsubishi Electric has appointed five managers to lead the business units.

"Our business growth has required us to restructure our sales organization by transforming our four existing sales zones into five Business Units with a new structure and self-directed responsibilities," says Bud Nardello, vice president of sales, Mitsubishi Electric Cooling & Heating. "The new Business Unit structure will put us in the best position to achieve our strategic sales goals."

Joining the West, Central, Northeast and South BUs, the Southwest BU consists of territories formerly included in the Central and Western sales zones and includes the states of Texas, New Mexico, Kansas, Oklahoma, Missouri, Arkansas and Louisiana. Established April 1, 2012, the Southwest BU was created to better support the unique needs of the region.

To direct the new Business Units, Mitsubishi Electric has named five employees as the new BU managers. As BU managers, Bob Farmer, Dan Keck, Doug King, John Matson and Doug Romeo will work to meet sales goals in their respective organizations, oversee the new business unit structures and manage relationships throughout the wholesale and engineering communities.

Bob Farmer has been promoted to business unit manager for the new Southwest BU. Farmer has worked for Mitsubishi Electric for 10 years and most recently held the title of southern zone manager. Farmer has nearly 25 years of experience in the HVAC industry and earned a bachelor's degree in business from the University of Arkansas, Fayetteville, Ark.

Dan Keck has been promoted to business unit manager for the Central BU. Keck most recently held the position of central zone manager and has worked for Mitsubishi Electric since 2004. Previously, Keck worked as a sales manager for Dynomax, an automotive company based in Chicago. Keck earned a degree in mechanical engineering from Cincinnati State, Cincinnati, Ohio.

Doug King has been promoted to business unit manager for the South BU. Before joining Mitsubishi Electric in 2010 as a channel development sales manager for the southern zone, King was a sales manager at HVAC Distributors, Inc., Mount Joy, Pa., and a general manager for Lyon Conklin covering the Baltimore, Washington and Chantilly, Va., markets. King earned a bachelor's degree in marketing from Marshall University, Huntington, W.Va.

John Matson has been promoted to business unit manager for the Northeast BU. In 2005, Matson joined the sales department at Mitsubishi Electric as northeast regional manager after 27 years of HVAC sales experience. He had served as northeastern zone manager since 2008.

Doug Romeo has been promoted to business unit manager for the West BU. Prior to joining Mitsubishi Electric in 2010 as western zone manager, Romeo spent 25 years in the HVAC industry, holding general, regional and sales management positions at Temp Control Mechanical Services, Portland, Ore., and York International, York, Pa. Romeo is a veteran of the U.S. Air Force, where he began his HVAC training.

To learn more about Mitsubishi Electric Cooling & Heating, visit

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About Mitsubishi Electric Cooling & Heating

Mitsubishi Electric Cooling & Heating, a division of Mitsubishi Electric & Electronics USA, Inc., is headquartered in Suwanee, Ga. We are a leading marketer of Mitsubishi Electric™ intelligent air-conditioning and heating technology in North America, Latin America, the Caribbean and Bermuda. In 1982, we introduced our state-of-the-art, split-ductless air conditioners and heat pumps in North America. We expanded our product line with variable refrigerant flow (VRF) zoning heat pump systems utilizing INVERTER technology to offer simultaneous cooling and heating capabilities. We also offer compressors and a full line of air-conditioning accessories. Mitsubishi Electric Cooling & Heating's products have won numerous awards for innovation and excellence, including the 2012 BuildingGreen Top-10 Products Award for split-ductless and VRF systems and the 2011 AHR Expo Product of the Year Award for the Dedicated Outdoor Air System. For more information, visit or follow Mitsubishi Electric Cooling & Heating on Facebook®, Twitter® and YouTube®.


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Contact: Jordan Wells
Griffin & Company, Inc.
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