IntelliAM has appointed asset management executive Joel Crawford as Chief Revenue Officer, strengthening the UK industrial AI company’s commercial leadership as it expands in North America.
Crawford will join the business on 1 June 2026 and will be based in Knoxville, Tennessee. His role covers global revenue strategy, with an immediate focus on US market penetration, scalable sales processes, and development of the company’s go-to-market model.
His background spans more than 17 years in asset management and reliability-led industrial services. Previous roles include building a new services arm at Allied Reliability Group, revitalising a long-established consulting company, and leading US expansion for I-Care Reliability, a wireless predictive maintenance provider.
The appointment follows growing activity for IntelliAM in the US, including a rollout to Baxters across multiple sites last year. According to the company, the deployment supported productivity improvement, stronger asset reliability, and a more proactive maintenance strategy.
Tom Clayton, CEO of IntelliAM, said: “We are delighted to welcome Joel to IntelliAM. His track record speaks for itself, and as we continue to expand in the US and internationally, his expertise will be instrumental in shaping our market strategy and unlocking further growth.”
IntelliAM uses AI and machine learning to turn manufacturing data into operational insight, supporting decisions around production performance, asset care, and maintenance. Its customer base spans food and beverage, pharmaceuticals, energy, and life sciences, with customers including ADM, Mars, PepsiCo, Muller, Weetabix, and Hovis.
Joel Crawford, Chief Revenue Officer, said: “IntelliAM stood out to me immediately. The company already has a strong reputation in the US through its established 53 Degrees North brand, a proven operational intelligence platform that aligns strongly with the direction of modern manufacturing.”
Founded in 2023, IntelliAM is underpinned by the technical expertise of 53 Degrees North, its engineering consultancy division. Further details are available from IntelliAM’s website.
