Reading Bakery Systems (RBS) created a Regional Operations Center (ROC) for Europe, Middle East and Africa, to optimize its service and support in these areas, the company announced.

In line with these changes, Joe Pocevicius was promoted to Regional Director, EMEA, and Roman Romanov was hired as Aftermarket Sales and Technical Support, EMEA. Hassan Harakeh will continue in his role as Sales Manager, Middle East and Africa, RBS detailed. Pocevicius will be responsible for executing company plans, leading sales, and servicing existing customers in the region, in addition to managing EMEA ROC staff. Romanov will provide local technical service, support, and parts sales focused on enhancing customer relationships and improving customer service.

“We’re pleased to have such a great team to service our EMEA customers. Joe’s promotion is a direct reflection of his leadership and achievements in the region. Coupled with Hassan’s experience and Roman’s local, on-site availability we’ve created an industry-leading customer support and service model,” said David Kuipers, Senior Vice President of Sales and Marketing, RBS.

Pocevicius started with RBS in 2012 as a Project Manager and was named European Sales Manager in 2016. Harakeh, who has been with RBS since 2016 as the Sales Manager, Middle East and Africa, previously worked in sales for AMF Bakery Systems, a sister company of RBS. Romanov is returning to RBS, after originally working as a Field Support Technician from 2011-2018.