Crossroads Equipment Lease and Finance appointed Brent Russell to its leadership team as senior vice president. In this role, Russell will spearhead a new division under the name “LeaseBox” that will launch Crossroads into trailer and chassis leasing.

Russell previously spent more than 20 years with GE in various sales leadership and marketing roles. His last role at GE was the commercial leader for its GE Capital trailer fleet services business.

Russell also spent time at Premier Trailer Leasing and Terex as sales and marketing leader. He recently was executive vice president at Contract Leasing, where he helped more than double the business in six years.

“Working with a company like Crossroads to bring a new offering to market is particularly appealing to me,” Russell said. “Crossroads has deep roots in transportation, and they are well positioned to become a serious player in this space.”

“We’re excited to enter the trailer leasing space, and we feel that Brent Russell is the right person to lead us there,” Howard Shiebler, president of Crossroads, said.