# Kristina Harrington

> Kristina "Kris" Harrington is the CEO and co-founder of GenAlpha Technologies, a Wisconsin software company that helps equipment manufacturers, dealers, and aftermarket organizations sell and service complex machinery online. After leadership roles in sales and aftermarket operations at Bucyrus International, Caterpillar, and Enerpac, she helped turn a familiar industrial frustration - thick, quickly outdated equipment manuals - into a digital commerce company built around searchable technical data, interactive catalogs, quoting, ordering, warranty, and service workflows.

- **Role:** Chief Executive Officer and Co-Founder at GenAlpha Technologies
- **Organizations:** GenAlpha Technologies, Bucyrus International, Caterpillar Inc., Enerpac, A BROADcast for Manufacturers, Women in Manufacturing, Marquette University
- **Education:** Marquette University
- **Known for:** Co-founded GenAlpha Technologies in 2011 around a digital-commerce platform purpose-built for equipment manufacturers and aftermarket organizations., Advanced from President and COO to CEO of GenAlpha in January 2023., Built a career spanning home-office and regional assignments in Canada, Brazil, and Peru, including responsibility for Caterpillar business development across 18 countries and 16 dealers.

## Career timeline

- **1999-2003** — Studied at Marquette University.
- **2003-2011** — Held leadership responsibilities in new-equipment and aftermarket sales and alliance management at Bucyrus International.
- **2011** — Co-founded GenAlpha Technologies with colleagues who shared experience in heavy-equipment manufacturing and aftermarket operations.
- **2011-2012** — Worked at Caterpillar in a regional equipment and aftermarket sales role covering northern Latin America, Mexico, and the Caribbean.
- **2013** — Joined GenAlpha full time, eventually serving as President and Chief Operating Officer.
- **2017** — Remained part of GenAlpha's senior team after the company was acquired by Shore Points Capital.
- **2022** — Became a co-host of A BROADcast for Manufacturers and earned a Manufacturing Masters certification.
- **2023** — Appointed Chief Executive Officer of GenAlpha Technologies.
- **2025** — Joined the inaugural Women in B2B eCommerce discussion on career paths, leadership, product data, and the future of digital commerce.
- **2026** — Published a series of columns on customer adoption, warranty workflows, AI readiness, aftermarket revenue, and the future aftermarket experience.

## Achievements

- Co-founded GenAlpha Technologies in 2011 around a digital-commerce platform purpose-built for equipment manufacturers and aftermarket organizations.
- Advanced from President and COO to CEO of GenAlpha in January 2023.
- Built a career spanning home-office and regional assignments in Canada, Brazil, and Peru, including responsibility for Caterpillar business development across 18 countries and 16 dealers.
- Helped translate engineering bills of materials and 2D and 3D technical data into interactive parts identification, quoting, ordering, warranty, and service tools.
- Established a public body of work through manufacturing columns, webinars, videos, and podcasts on B2B eCommerce and aftermarket growth.
- Co-hosted A BROADcast for Manufacturers, a program centered on manufacturing perspectives and leadership.

## Latest updates

- **2026-07** — Published 'Closing the Gap: The Future of the Aftermarket Experience' on LinkedIn.
- **2026-06** — Published a column on why aftermarket revenue matters during economic uncertainty.
- **2026-05** — Published an article on simplifying warranty management for OEMs and dealers.
- **2026-04** — Published an article arguing that useful aftermarket AI depends on the data foundation organizations build today.
- **2025-11** — Appeared in GenAlpha's published recap of the Women Leading in B2B eCommerce panel.

## Links

- Website: https://www.genalpha.com
- LinkedIn: https://www.linkedin.com/in/kristinaharrington/
- Twitter/X: https://twitter.com/aftermarket_roi
- Facebook: https://facebook.com/GenAlphaINC/

---

Profile page: https://yespress.io/kristina-harrington
Published by YesPress — https://yespress.io
Last updated: 2026-08-28