ORLANDO, FL — Vermeer Southeast announces a series of leadership promotions designed to strengthen alignment across sales, operations, and customer training as the company continues to grow across the Southeast. With these leadership changes, Vermeer Southeast aims to develop leaders and position the organization for long-term success.
Patrick McCollum has been promoted to Vice President of Sales, returning to sales leadership after most recently serving as Vice President of Operations. McCollum began his career with Vermeer Southeast in 2010 as a Sales Representative and has held a variety of sales and leadership roles, including Sales Manager, Regional Manager, Director of Operations, and Vice President of Operations. His transition brings a unique blend of operational insight and sales leadership, strengthening the organization’s ability to support customers and develop sales teams.
Branden Goetsch has been promoted to Vice President of Operations, following roles as Operations Manager and Regional Manager. Since joining Vermeer Southeast in 2023, Goetsch has focused on strengthening execution across service, parts, and overall store operations while building leadership consistency and employee engagement. In his new role, he will oversee operational alignment, standard operating procedures, customer experience, and store operations across the organization.
Michael Varela has been promoted to Director of Lifecycle Training, a newly elevated role focused on advancing the partner experience through continuous education for parts and service teammates. Over more than a decade with Vermeer Southeast, Varela has served in key roles, including Parts Associate, Sales Representative, Operations Manager, and Senior Operations Manager, and has led Operations Manager training across the organization. In this role, he will deepen training programs across all locations, equipping teams with the product knowledge, process understanding, and communication skills needed to support partners throughout the full equipment life cycle and to ensure training remains ongoing rather than a one-time event.
“These promotions represent a significant step forward for Vermeer Southeast,” said Scott Coley, Chief Executive Officer of Vermeer Southeast. “Patrick, Branden, and Michael each bring a deep understanding of our business, a genuine care for our people, and a commitment to doing things the right way. I’m incredibly proud of these leaders and confident this structure aligns with our SHINE vision, strengthens our foundation, and positions us to continue building momentum as we serve our customers and grow together.”
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Since 1967, Vermeer Southeast has served Florida, Georgia, and Alabama with equipment, parts, and service, as well as productivity solutions for tree care, landscape, wood waste, recycling, pipeline, utility installation, and vacuum excavation. In 2019, Vermeer Southeast became 100 percent employee-owned through an employee stock ownership plan. While the company’s corporate office is in Orlando, Vermeer Southeast operates stores throughout Florida in Boynton Beach, Clearwater, Ft. Myers, Jacksonville, Miami, Orlando, and Pensacola; in Georgia at Buford, Marietta, and Savannah; and in Birmingham, Alabama. An additional location in Huntsville is set to open in 2026.
