Keith Atkins has joined the Fraikin executive leadership team as fleet operations director.
His focus will be on further improving Fraikin’s vehicle compliance record, while ensuring the operations team exceeds the company’s customer support targets.
Atkins brings extensive experience in the commercial vehicle sector to the role, as well as technical knowledge in engineering, marketing and sales, says Fraikin. He joins the company directly from Biffa, where he worked for several years as group technical and compliance manager.
Starting his career as an apprentice motor vehicle engineer, Atkins progressed to become fleet engineer. This was followed by long-term roles with premium vehicle manufacturers Mercedes-Benz and MAN, spending time working for both in Germany.
Following this, Atkins returned to operations roles, taking on fleet operations manager and group fleet engineer positions with BT Fleet, Kier Group and Eurovia.
Atkins also completed operational tours of service in Kuwait, Sierra Leone, Iraq and Afghanistan with the RAF Regiment.
He said: “The primary role of the fleet operations team is to provide outstanding and industry-leading levels of service and care to both our customers and their vehicles. This is central to everything we do as a business, and in order to achieve it we have to build strong partnerships with both our customers and suppliers.
“Without doubt there are challenges ahead, however I am looking forward to the opportunity to drive our standards and the Fraikin customer experience to even higher levels, as well as playing a key role in Fraikin’s strong growth and development.”
A family man with two children, Atkins also has a great love of rugby, supporting Bath Rugby and coaching two youth sides.
He is based at Fraikin’s UK headquarters in Coventry and reports directly to Ed Cowell, CEO.