John Ulrich was appointed vice president of national accounts for Alto-Shaam, a Wisconsin-based foodservice equipment manufacturer.

Ulrich comes to Alto-Shaam from RATIONAL, where served as vice president of key accounts.

In his new role, Ulrich will lead the strategic development and tactical execution of Alto-Shaam’s targeted regional and national chain and multiunit account growth.

This is the second update Alto-Shaam has made to its sales organization in recent weeks. Alto-Shaam promoted company veterans Bill Rodgers to manager of regional key accounts, East and promoted Ryan Hansen to manager of its central region. Both are newly created positions for the Wisconsin-based foodservice equipment manufacturer.