Geoforce Names Christian Beatty Vice President, Marketing to Accelerate Growth in Field Asset Intelligence

Veteran B2B SaaS and connected-technology marketing leader joins Geoforce as the company expands investment in category leadership, demand creation, and revenue growth

PLANO, TEXAS — September 15, 2026 — Geoforce, a global leader in rugged asset intelligence solutions for the world’s most demanding industries, today announced that Christian Beatty has joined the company as Vice President, Marketing. Beatty will lead Geoforce’s Marketing organization as the company increases its investment in growth and expands its leadership in the emerging category of Field Asset Intelligence.

Beatty brings more than 15 years of experience building marketing strategy, product positioning, demand generation, and revenue-growth programs for B2B SaaS and technology companies. Most recently, he served as Vice President of Marketing at Sembi, where he led portfolio-level marketing across a family of technical software brands and helped build a highly measurable growth engine. His work included generating more than 30% year-over-year pipeline growth, building an account-based marketing program that delivered 15x ROI, and improving conversion across the customer acquisition funnel.

Earlier in his career, Beatty spent nearly five years at Omnitracs, where he led product marketing across an enterprise portfolio of telematics, routing, compliance, and asset-tracking solutions serving transportation and logistics customers. That experience gives him firsthand perspective on the evolution of connected technology in complex field operations — and on the opportunity created as connectivity expands well beyond vehicles and drivers to the equipment businesses rely upon to generate revenue and perform critical work.

Geoforce is investing behind that shift. The company has spent nearly two decades connecting rugged, distributed, and often non-powered equipment operating in some of the world’s most difficult environments. Today, Geoforce is expanding that foundation through Field Asset Intelligence — connecting physical equipment in the field and transforming its activity into trusted, actionable intelligence that helps organizations improve utilization, availability, productivity and financial performance.

“As AI changes what companies can do with their data, the ability to create trusted intelligence from what is actually happening in the physical world becomes enormously valuable,” said Jeff Westover, Chief Marketing Officer at Geoforce. “Christian understands that opportunity. He knows connected technology and complex field operations, and he knows how to build the modern growth engines that turn a strong market position into demand, pipeline, and revenue. He brings the curiosity, discipline and inventiveness we want on this team, and I’m excited to have him helping us capitalize on the opportunity in front of Geoforce.”

As Vice President, Marketing, Beatty will lead Geoforce’s global marketing organization and its efforts across growth marketing, demand generation, category and product marketing, digital, content and market engagement. His mandate includes increasing demand in the industries where Geoforce is positioned to win, improving the quality and conversion of marketing-generated opportunities and strengthening the connection between Marketing and revenue performance.

Beatty’s appointment is part of a broader investment in Geoforce’s Growth organization as the company expands its go-to-market capabilities and pursues opportunities across oil and gas, construction, equipment rental, rail, utilities, government and defense, logistics and other equipment-intensive industries.

“The opportunity is larger than simply connecting more things,” Westover added. “The opportunity is to help companies understand their physical operations in ways that were previously impossible. We believe Field Asset Intelligence will become an increasingly important layer of the modern enterprise technology stack, and we intend for Geoforce to lead that evolution.”

Beatty is based in Frisco, Texas, and will work from Geoforce’s global headquarters in Plano.

ABOUT GEOFORCE

With more than 300,000 assets tracked across 110 countries by more than 1,700 customers, Geoforce continues to expand its footprint in the $30 billion global asset intelligence market by continuously advancing GPS tracking solutions for industrial equipment. The company’s asset tracking platform for distributed, non-powered equipment brings control to the most challenging field operations. Headquartered in Dallas, Texas, Geoforce has an R&D facility in Bozeman, Montana, and sales and support offices throughout the U.S., Brazil, Australia, and Canada. For more information, visit https://geoforce.com

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