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Graham Radler

President & CEO

As the chief steward of our vision, Graham maintains our focus on delivering exceptional generator runtime for our customers in support of achieving Baseline’s short and long-term business objectives. To meet our goals, he has nurtured a culture that is based on high trust, transparency, performance, hard work, and a passion for power generation.

Graham’s impact on customers is realized through their trust in our organization, brand, and people developed over the course of a decade of consistent execution as a temporary utility or long-term power partner. The service that Baseline delivers is second-to-none in terms of criticality, and we are honored that our customers consistently choose Baseline to meet their electric power needs.

In addition to his work at Baseline, Graham’s fifteen-year career spans working on offshore oil platforms in the Gulf of Mexico, crunching numbers and making corporate buyout presentations on Wall Street, and assisting with the startup of a water well ministry in South Sudan to serve those in extreme need. He was a 2019 Ernst and Young Entrepreneur of the Year nominee, highlighting the rapid success of Baseline that he attributes to faithful and hardworking team members.

Also attributable to Baseline’s success is the strong and unified Board and ownership group that is truly first-class. Through their shared leadership and our management team’s ability to execute, Baseline has distinguished itself as a top-tier service company in our peer group that continues to innovate with new platforms and technology-focused electric power solutions.

Graham completed his undergrad at Southern Methodist University and earned his MBA from Texas Christian University, following up with a Graduate Certificate in Finance from SMU. His education in the oilfield services school of hard knocks is ongoing.

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Joe Soto

Executive VP

As the leader of operational strategy for Baseline, Joe ensures our team is the best equipped and most prepared generator rental group across any industry. His guidance to our teams is evident in their ability to continually solve any temporary electric power generation issue quickly and safely, as they consistently deliver on our mission of providing exceptional generator runtime and continually exceed customer expectations.

Joe brings a wealth of leadership and team development experience to Baseline with over twenty-five years in engineering, manufacturing, logistics, and customer service across several industries. His business involvement and leadership efforts include building business segments; major chemical plant turnarounds; automation development; merger integrations; and creating winning business development strategies.

Joe has a degree in Chemical Engineering from Texas A&M University and has committed his career to continuous growth and the growth of others.

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Mark McCaghren

VP, Finance & Accountiong

As the finance and accounting leader at Baseline, Mark’s impact is felt throughout the organization, from human resources and sales to procurement and operations. He ensures that each team member understands and acts thoughtfully towards achieving the company’s financial goals while maintaining Baseline’s status as a top-tier electric power provider.

Mark plays a significant role in advancing Baseline’s in-house financial and accounting capabilities. In Baseline’s continuous improvement environment, he designs and reconfigures processes that improve our reporting and forecasting abilities along with supporting team member growth and keeping everyone aligned on clear goals. Notably, Mark led the effort to close a major credit facility for Baseline in January of 2020 and played a key role in the multi-phase implementation of a new company-wide ERP system.

Mark is a Certified Public Accountant, serves on the board of the Council of Petroleum Accountants Society, is a member of several other professional organizations, and holds a BBA in Accounting and an MBA from Texas A&M University-Commerce.

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Daniel Cook

VP, Sales & Marketing

Dan leads a proactive sales and marketing team by blending organizational structure, process, and account responsiveness to deliver exceptional generator rental customer experiences. He empowers each team member to remain focused on the customer with ample tools and support while driving revenue-generating activities across the company and balancing short-term goals with Baseline’s long-term revenue objectives.

Further enhancing Baseline’s nimble and dynamic sales culture, Dan’s sixteen years of experience in construction and industrial rental markets spanning coast to coast brings the team insightful sales leadership on how to remain aligned with evolving customer expectations and implement strategies to thrive in challenging market conditions.

Prior to Baseline, Dan spent over a decade working across multiple divisions for a global equipment rental company serving construction and industrial markets. He also holds a bachelor’s degree in Construction Management from Louisiana State University.

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Ty Nelson

Head of People

From recruitment to retirement, Ty ensures that Baseline employees are properly supported to maximize their potential, raise the bar for themselves and others, and carry out Baseline’s mission with excellence.

Since 2016, Ty has been integral to Baseline’s growth through sourcing top-tier technical talent that aligns with Baseline’s core values. Every day he works with the goal of creating teams and an environment in which our people can thrive together. His diligent efforts have enabled the company to dramatically increase employee retention, invest more heavily in training, and expand our services to more regions and a greater number of customers.

Ty is a graduate of Northern Arizona University with a Bachelor’s in Accounting.

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Rene Flores

Director of HSE

As the leader of HSE, Rene ensures that we are meeting company goals and exceeding industry standards for the health, safety, and environment of Baseline employees, our customers, and the communities we operate in. Through the rigorous development of policies, procedures, programs, and training we continuously lower risk for our employees and reduce exposure to our customers.

Rene has measurably improved Baseline’s overall safety profile and instituted measures that enable our employees to work confidently with the proper training and equipment. One such implementation, the first in our industry peer group, is the mandated use of arc flash personal protective equipment that meets or exceeds NFPA 70E PPE Category 2 ratings.

Prior to Baseline, Rene served in various HSE capacities for a major energy services company in roles that included managing the HSE program; overseeing employee safety training, including the Rig Operator Certification program; customer compliance; and assisting in the digital transformation of HSE materials across the organization.

Rene is a Certified Safety Professional and a graduate of Rice University.