QubicaAMF Worldwide announced today that Massimo (Max) Baraldi has been appointed Chief Technology Officer and will lead the company’s Technology Team, including all R&D, engineering and I.T. functions.

Baraldi joined QubicaAMF in 1999, with the goal of growing and strengthening the software team and to deliver a new generation of software products and I.T. tools. Soon after, he was appointed to lead the development of electronic products as well.

In 2011, Baraldi was promoted to Vice President of R&D worldwide, driving innovation for all company products and leading teams located in Bologna, Italy, and Mechanicsville, Va. In that role, he was responsible for product ideation, design, implementation and deployment of mechanical, electro-mechanical, electronic, software and web products.

“The role of CTO is a new one for QubicaAMF, but the concept and our focus on technology and innovation is not,” said Emanuele Govoni, CEO of QubicaAMF. “Max’s main mission will be to drive all of our technology, product, and I.T. activities, automating our company processes and providing the innovation and tools we and our customers need to run our businesses successfully.

“I have worked with Max for nearly 15 years and I have seen him grow,” continued Govoni. “I am looking forward to the opportunity to work with Max in his new capacity as CTO and to the opportunities that lie ahead.”

Added Pat Ciniello, Chairman of the Board of QubicaAMF: “Max has a great history with QubicaAMF and of leading his team to deliver cutting-edge products for the industry — products like BES X, the XLi EDGE and the Harmony Furniture and Front End line to name a few — products that blow me away as a proprietor. I am excited about the potential that this continued focus on technology has on our company and for our customers.”

Noted Baraldi: “Since my arrival more than 15 years ago at Qubica, the company and its culture have always pushed me to dare, try, risk, learn from my mistakes and grow. I’m honored for this further opportunity to innovate not only our products, but also our company and the way we interact with our customers and with our systems installed around the world. The only reason why I am not frightened by this new challenge is because I know the amazing team that is beside me in this adventure.”

Baraldi is passionate about quality, design, ergonomics and usability, and he sees technology as a tool to make things simpler, easier and more fun. He has been an early adopter in utilizing concepts such as agile development, pair programming, automatic tests, continuous integration and collective ownership.

Baraldi holds a degree in Computer Science from Bologna University, and is specialized in user interfaces and software engineering.