HUB Parking Technology Expands Commercial Leadership to Accelerate Platform-First Strategy

The parking industry is changing. Operators are no longer looking for another generation of parking equipment; they are looking for technology platforms that evolve with their business.

To support that shift, HUB Parking Technology today announced the appointment of Karin Maake as Vice President of Marketing & Commercial Strategy, North America, a newly expanded executive role that reflects HUB’s continued evolution from a traditional PARCS provider to a software-driven platform company.

While HUB’s marketing team continues marketing execution, Maake will focus on advancing the company’s commercial strategy by strengthening collaboration across Product, Sales, Solutions Engineering, Operations, Finance, and Marketing to support HUB’s platform-first go-to-market approach and help customers realize the full value of the company’s evolving technology portfolio.

Central to HUB’s commercial strategy is a simple promise: Replace Once. Scale Forward. Built on the JMS platform, HUB enables operators to modernize over time through a connected ecosystem of intelligent software, hardware, AI, digital services, payments, and integrations. Rather than forcing costly rip-and-replace upgrades, the platform is designed to evolve alongside each customer’s business.

Maake brings more than 30 years of experience helping technology companies grow through strategic marketing, product launches, and customer engagement. During her 13 years in the parking industry, she helped build FLASH from an emerging startup into one of the industry’s leading technology companies, where she became known for helping customers understand the value of emerging technologies and the opportunities they create.

“The parking technology market is changing quickly, and HUB North America is helping define
what comes next,” said Graham Haldeman, CEO, HUB Parking Technology North America. “We are thankful for the customers and partners who have pushed us to think bigger, move faster, and continue evolving through both global investment and a North America-centric focus. As we bring that vision to market, Karin will play an important role in leading key engagements, strengthening long-term customer relationships, and translating HUB’s expanding platform capabilities into clear commercial strategy and measurable customer value. This is exactly what we mean by Replace Once. Scale Forward.”

In her new role, Maake will partner with executive leadership and product leadership to advance HUB North America’s go-to-market strategy, lead strategic customer engagements, guide market strategy and product commercialization, and help ensure customers realize the full value of HUB’s expanding platform ecosystem.

“I’ve always believed that great companies do not just build great products, they help customers see what is possible,” said Karin Maake, Vice President of Marketing & Commercial Strategy, North America. “My responsibility is to help customers understand not only what HUB builds, but where we are going. By connecting our innovation, expertise, and long-term platform strategy, we can help operators modernize with confidence and realize the full value of a connected ecosystem.”

As HUB continues expanding its software platform and digital portfolio, the company is continuing to invest in the commercial leadership and customer engagement needed to support the next generation of parking technology. The appointment reflects HUB’s long-term commitment to delivering technology, expertise, and partnership that extend well beyond traditional parking systems.

About HUB Parking Technology

HUB Parking Technology is the brand of FAAC Technologies that develops, manufactures, installs, and provides after-sales services for Parking Access and Revenue Control Systems. HUB controls all product phases from design to code writing, to distribution, installation, and post-installation support through an extensive network of company branches and value-added partners worldwide.

HUB product range, Jupiter, is designed for long term performance, to future-proof the operators and owners’ investments: thanks to scalable features and enhanced serviceability, it streamlines the parking experience for users while providing a profitable and easy to manage solution to operators. HUB software allows PARCS management 24/7 from anywhere, through a multi-tenant cloud and/or on-premises architecture. Consumer mobile apps for reservation and operator apps for validation complete the system range with solutions catering to transient and contract parkers. Visit www.hubparking.com to learn more.