– Justin Leland, President, TRM
TRM today announced the additions of Joe Kelly and Larry Reed to its senior management team.
“Over time, as we have offered increasingly more technical solutions, we identified a need to bolster operations and reach decision-makers in order to broadcast the TRM value proposition,” said Justin Leland, president of TRM. “Joe and Larry are consummate professionals who will work closely in the coming months to meet this need and achieve our growth goals.”
“I was ready to take the next step and assume a director-level position,” said Larry Reed, who recently left T-Mobile after 15 years to become TRM’s director of wireless services.
“I spent the first six years at T-Mobile as a field tech, was promoted to field manager and then later to senior operations manager,” recalled Reed.
As a senior operations manager at T-Mobile, Reed oversaw a workforce of 60 people and was responsible for 2,600 cell sites.
“Larry Reed comes to TRM with a lot operational and management experience. We believe he will bring operational efficiencies and a more sophisticated approach to our Maryland office,” said Leland. “Job one is to prep it for growth.”
“I heard nothing but good things about [TRM]. Sean Carr and Justin Leland seemed like good people with strong reputations. It seemed like a good fit,” said Reed.
Reed hopes to bring additional stability to the company and grow the business with his industry contacts.
When pressed to list his strengths, Reed cited technical operations, leadership and people skills. “I understand what makes people tick and how to help them maximize their performance,” he said. “My time as a field tech and then managing techs for so long helps me understand what they go through.”
“Being a field tech is the greatest job in telecom, but it’s also one of the hardest because you’re often on your own. Field guys are a different breed. It takes a special person to work in 100-degree heat and when it’s negative 9. And there’s a knack to managing them.”
Part of preparing TRM’s Maryland office for growth will include looking at staffing in terms of head count and capabilities, according to Reed. “We’re going to have to staff up a little bit, then we’re going to seek new customers. Once you get the work and the people you need to do the work, then you have to do a great job. You have to deliver on the promise of quality.”
At the same time, Reed plans to focus heavily on Wi-Fi, which he sees as the future of the industry. “Carriers are going to have a lot of DAS instead of macro sites. Small cell is the way things are headed,” he said.
Joe Kelly was hired to spearhead TRM’s growth initiative, according to Leland.
“Joe is a seasoned professional who has years of experience in the industry and knows a ton of people,” said Leland. “His official title is vice president of business development and integration, but he’s a bit of an anomaly, really. He has a rare and interesting combination of skills – good with people and developing relationships coupled with a great technical understanding that he uses to solve customers’ problems and help them reach their goals. Needless to say, that makes him valuable to TRM at a time where we are striving for exponential growth.”
Before joining TRM this month, Kelly was the Baltimore-Washington DAS program manager for T-Mobile.
“I have 23 years of experience in the construction world. I started as an electrician, and worked on everything from robotics to switchgear and generators,” said Kelly. “I eventually got into the cellular industry.”
Kelly’s resume includes a stint as the vice president of Generac’s third-largest generator distributorship in the country and serving as president of a cell tower business. “In the tower company, I oversaw everything from tower climbers to electrical installation and maintenance. I was handling all of the sales, too,” recalled Kelly.
When that company merged with another, Kelly shifted to a sales role that culminated in a national sales positon. He set up national offices for services and staffing and was the driving force behind growing the company by 100-fold in two years. Before he left he was responsible for hundreds of people throughout the nation.
“Yes, he has more sales DNA than most, but he has an amazing technical mind, too,” said Leland. “We recognize the advantage that a technical sales leader gives us. When he demonstrates an understanding of what a job requires in terms of days, manpower and costs, there’s instant credibility.”
“New technologies are coming on line so fast that customers will need help keeping up with what’s happening. TRM’s ability to adapt quickly to changes in technology, client-task modifications and network infrastructure is second to none,” explained Kelly. “This is the biggest reason why I came to TRM.”
“Attracting Joe Kelly is a real coups,” said Reed. “I worked with him at T-Mobile’s Baltimore office. He’s a diligent, hard worker who won’t rest until he’s happy with a situation. Really smart. Easy to work with.”
Kelly attributes his propensity for creative solutions in part to his musical ability. He was classically trained at Peabody in Baltimore and Berklee in Boston, and plays guitar in a band to this day.
“Our ongoing challenge is staying relevant in an incredibly fast-evolving industry,” said Leland. “I see Joe as a way to hedge that challenge.”
When asked why he left T-Mobile, Kelly said: “The DAS position at T-Mobile was not a sales job. It was rewarding, but it wasn’t my true passion. I love being in front of customers and behind the effort to grow a company.”
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