Voices of SWARCO Road Marking Systems US: Frank Coghlan
At SWARCO Road Marking Systems, innovation and performance are driven by people who bring passion, experience, and dedication to the work done every day. In this edition of Voices of SWARCO, we’re spotlighting Frank Coghlan, Regional Sales Manager for the Southwest Region of the United States, whose technical expertise, relationship-building approach, and passion for performance have helped make a lasting impact across the industry.
Building Performance in the Field
In his role at SWARCO, Frank supports sales across all product lines while working closely with agencies and customers to develop specifications that promote higher-performing road markings. From helping customers achieve durable, high-visibility pavement markings to providing technical field support, his focus has always been on delivering performance where it matters most: in the field.
Frank’s path into the industry began early in his career when he had the opportunity to work alongside a state DOT engineer on developing specifications for a roadway project. That experience sparked an interest in the technical side of pavement marking systems and the important role they play in roadway safety. Over the years, that interest evolved into a career centered around helping customers achieve long-term performance and better outcomes on the road.
Bringing Innovation to the Market
One accomplishment Frank is especially proud of is helping bring SWARCO DURALUX to market. For him, the most rewarding part was seeing the product’s exceptional performance and retroreflectivity in real-world results. Watching a solution move from development to proven field performance reinforced the impact that quality road marking systems can have on roadway safety.
The People Behind the Success
He also credits much of SWARCO’s success to the people behind the scenes, especially the dedication shown by the production and customer service teams. Their commitment to supporting customers and each other is something he deeply values. For Frank, the company’s strength comes from employees working together toward a shared goal of making SWARCO a great company.
For those just beginning their careers, Frank believes hard work, relationship-building, and integrity are key. His advice is straightforward: work hard, build relationships internally and externally, and protect your reputation. In fact, one of the most important pieces of advice he’s ever received is something he still carries with him today:
“Your name is the only thing you will have all your life — don’t ever tarnish it.”
Life Outside of SWARCO
Outside of work, Frank is most passionate about family and spending time outdoors. Whether he’s fishing, working on the farm, or tinkering with repairs, he enjoys staying hands-on and active. If given the chance to travel anywhere in the world, he says he would head to Australia to fish the Great Barrier Reef.
Frank’s combination of technical knowledge, industry relationships, and dedication to doing things the right way reflects the values that continue to move SWARCO Road Marking Systems forward every day.
Thank you, Frank, for your commitment, leadership, and contributions to the industry and the SWARCO team.
About SWARCO Road Marking Systems
Quality products and services from SWARCO Road Marking Systems guide traffic safely from A to B by day and, above all, by night. On all types of roads. Whatever the weather. From a single source. Over 5,000 customers in more than 80 countries place their trust in them.