From April 2025, Viki Bell will become Chief Executive Officer of the CEA, following a successful first year as Director of Operations. Her appointment marks the next chapter in the association’s evolution, building on a strong foundation of operational reform, strategic renewal, and a clear commitment to supporting members and the broader industry.
Over the past year, Viki has led a major internal transformation. This has included welcoming new team members, refining the CEA’s structure, and modernising key operational processes – from finance and HR to communications and digital platforms. A fully integrated CRM and website have been launched, alongside a comprehensive refresh of member materials, to improve clarity, accessibility, and support for members at every stage of their engagement.
Under her leadership, the CEA has also undertaken a comprehensive rebranding programme to ensure its image and messaging reflect the organisation’s evolving role. The focus has been on remaining relevant, practical, and effective – while continuing to serve as a trusted advocate for the construction equipment sector.
Looking ahead, the CEA will continue to focus on the key priorities set out in its manifesto including decarbonisation, machinery theft, lobbying, a clear industrial strategy, and tackling the industry’s skills shortage. Government policy will play a critical role in shaping progress across all of these areas — particularly when it comes to decarbonisation, where long-term investment and a clear framework are needed to support the transition to low- and zero-emission technologies across construction equipment.
The association 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. At the same time, education and skills development remain central to this mission. The CEA is strengthening ties with schools, colleges, and universities to help address the sector’s workforce shortages and build a pipeline of future engineers, technicians, and industry leaders.
Planning is also well underway for the UK to host the CECE Congress in 2026 – a significant moment for the sector and an opportunity to bring global leaders together to explore the future of construction equipment in Europe and beyond.
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, said:
“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.”
