TBAuctions Strengthens Executive Team with New Appointments

Johannes Diebig a new RGM of TBAuctions (left) and Robbie Strickland new Chief Technology and Product Office of TBAuctions (right)

Amsterdam, 8 April 2025 – TBAuctions, Europe’s leading multi-brand digital auction platform for B2B goods, is proud to announce two key executive appointments to accelerate its next phase of growth and innovation. Johannes Diebig will join as Regional General Manager for Continental Europe, while Robbie Strickland has been recruited as Chief Technology and Product Officer (CTPO). Both leaders bring deep experience in digital marketplaces, accelerated growth scaling, and customer focus across technology-driven businesses.

Johannes Diebig Joins as Regional General Manager to Drive Continental Growth
Starting May 1, Johannes Diebig steps into the newly created role of Regional General Manager, Continental, to lead TBAuctions’ operations across the largest European markets. A dynamic B2B commercial leader with over 25 years of experience, Diebig has held senior roles at industry heavyweights such as Salesforce and most recently served as Chief Revenue Officer at Tradebyte.

At TBAuctions, Diebig will focus on accelerating auction penetration and market adoption across Continental Europe, leveraging his proven track record in building high-performing sales, marketing, and customer success teams. Passionate about the circular economy and digital innovation, Johannes is well-positioned to drive commercial excellence and scale sustainable trade throughout the region.

Diebig shared: “TBAuctions has all the ingredients to scale its impact—from a proven platform to a powerful mission. I’m excited to build on this foundation, accelerate auction adoption, and help accelerate the circular economy across Europe.”

Tom Christenson, CEO of TBAuctions: “Johannes brings a strong blend of strategic vision and commercial discipline. His deep understanding of B2B marketplaces, combined with his ability to align go-to-market teams, will be instrumental in driving growth across the continent.”

Robbie Strickland Appointed as Chief Technology and Product Officer
Robbie Strickland will lead the company’s product, data, and technology teams with nearly 30 years of experience in delivering customer-centric innovations. His previous roles at Miro and Travix saw him champion innovation, deep learning AI, and scalable infrastructure. He honed his technical expertise through both practical experience and courses at Stanford, MIT, and Vanderbilt.

Strickland, who started on April 1st, will be focused on accelerating digital capabilities, enhancing trust through a secure platform, and unlocking the potential of data and AI to optimize customer outcomes. With experience ranging from re-platforming to leading teams through private equity transitions, he brings a rare blend of technical depth and business acumen.

Strickland says: “I’m excited to join TBAuctions at such a pivotal moment. Digital auctioning has enormous potential to drive meaningful sustainability. With the right combination of customer empathy, technology, and teamwork, we can transform how commercial equipment is reused and build a robust eco-system of valuable services around the auction.”

Christenson adds: “With Robbie’s leadership, we are confident that we can further strengthen our platform and accelerate our digital ambition. His broad experience is invaluable in ensuring scalability, security, and trust remain at the core of everything we build.’’