SOUTHOLD, N.Y. — Sea Tow Services International has promoted Robert Backhaus to vice president of operations and made two additions to its corporate staff, the company reported this week. Christine de la Garza was appointed director of marketing and Cindy McCaffery was named director of sales & training.
A 32-year-veteran of the U.S. Coast Guard, Backhaus joined Sea Tow in 2008 as director, franchise operations. In his new role as VP of operations, he supervises field operations with the mission of maximizing quality control, sales, and satisfaction within the company’s international network of franchise owners.
De La Garza has worked as an advertising professional and former independent brand and marketing consultant. Her new role as Sea Tow’s director of marketing requires identifying, evaluating and implementing marketing strategies across all Sea Tow product divisions, including Sea Insure, Sea Loans and Trailer Care.
As the new director of sales & training, McCaffery’s responsibilities include working with the VP of franchise development to expand Sea Tow’s sales training program, boat show and event management program and sales programs, such as Sea Care, box membership sales, Refer-a-Friend and Trailer Care. McCaffery is former executive VP of Lieblein Associates, LLC, a marketing and communications firm.