John Coll
Senior Vice President, Global Marketing, Sales and Service at 
Allison Transmission Holdings
Allison Transmission HoldingsExecutive
About John Coll
John M. Coll is Senior Vice President, Global Marketing, Sales and Service at Allison Transmission, age 62, serving in this role since joining Allison in October 2016; he holds a B.S. in Business Administration from West Virginia University and an MBA from the University of Pittsburgh . Allison’s 2024 performance delivered Revenue of $3,225 million, Net income of $731 million, Adjusted EBITDA as a percent of net sales of 36.13%, and Adjusted Free Cash Flow of $658 million, driving a 223.86% IComp payout; the 2022–2024 TSR was 235.4% at the 100th percentile of peers, resulting in a 200% PSU payout .
Past Roles
| Organization | Role | Years | Strategic Impact |
|---|---|---|---|
| Allison Transmission | SVP, Global Marketing, Sales and Service | Oct 2016–Present | Leads global marketing, pricing strategies, growth initiatives, and industry/trade group engagement |
| Gerdau Ameristeel U.S. | Vice President, Sales & Marketing | Jan 2015–Oct 2016 | Led sales and marketing for steel products |
| Eaton Corporation | Vice President, Global Marketing, Vehicle Group | Jan 2011–Jan 2015 | Drove global marketing for vehicle group |
| Eaton Corporation | Director, Global Channel Marketing (Electrical); GM Aftermarket & Vehicle Solutions (Truck Components); VP Sales & Marketing (Truck Components) | Prior to 2011 (various) | Channel marketing, aftermarket growth, commercial strategy |
| Philips Electronics | Various roles | ~13 years (prior to Eaton) | Commercial/marketing leadership in electronics |
External Roles
| Organization | Role | Years |
|---|---|---|
| Motor & Equipment Manufacturers Association (MEMA) | Chairman and Board Member | Current (as of 2025) |
| Truck Renting & Leasing Association (TRALA) | Board Member | Current (as of 2025) |
Fixed Compensation
| Metric | 2022 | 2023 | 2024 |
|---|---|---|---|
| Base Salary ($) | 491,250 | 507,559 | 520,839 |
| Base Salary (policy rate, effective 3/1/2024) ($) | — | — | 523,000; +3% YoY |
| Target Bonus % of Base Salary | — | — | 100% |
| Actual Bonus ($) | 43,293 | 17,373 | 19,201 |
| Non-Equity Incentive (IComp) ($) | 944,707 | 1,157,627 | 1,170,799 |
| All Other Compensation ($) | 77,384 | 80,087 | 78,540 |
| Total Compensation ($) | 2,315,282 | 2,568,092 | 2,779,202 |
Performance Compensation
Annual Incentive (IComp) Mechanics and Outcomes
| Performance Metric | Weighting (%) | Threshold | Target | Maximum | Achieved |
|---|---|---|---|---|---|
| Revenue ($mm) | 35% | 3,007 | 3,100 | 3,193 | 3,225 |
| Adjusted EBITDA as % of Net Sales | 30% | 34.00% | 35.50% | 37.00% | 36.13% |
| Adjusted Free Cash Flow ($mm) | 35% | 572 | 600 | 637 | 658 |
| Executive | Target Award (% of Base) | % of Target Earned | % of Base Earned | Non-Equity Incentive ($) | Individual Performance Component ($) | Total IComp ($) |
|---|---|---|---|---|---|---|
| John M. Coll | 100% | 223.86% | 223.86% | 1,170,799 | 19,201 | 1,190,000 |
Notes: IComp pool interpolates 0–100% at threshold-to-target and 100–250% at target-to-maximum; 2024 exceeded maximum for Revenue and Adjusted FCF and exceeded target for Adjusted EBITDA margin, yielding a 223.86% payout .
Long-Term Incentive Equity Grants (2024 Awards)
| Grant Date | Stock Options (#) | RSUs (#) | PSUs (Target #) | Option Exercise Price ($) | Option Expiration | Grant Date Fair Values ($) |
|---|---|---|---|---|---|---|
| 02/21/2024 | 11,993 | 3,997 | 3,997 | 70.88 | 02/21/2034 | Options: 276,319; RSUs: 283,307; PSUs: 430,197 |
- Vesting: 2024 stock options and RSUs vest ratably over three years on the grant anniversary; 2024–2026 PSUs are rTSR-based vs peer group, with 0–200% payout and vest no later than Feb 28, 2027 .
- 2022–2024 PSU result: rTSR at the 100th percentile → 200% payout (certified Feb 2025) .
Exercises and Vesting (2024)
| Metric | 2024 |
|---|---|
| Options Exercised (#) | — (none) |
| Value Realized on Exercise ($) | — |
| Shares Vested (RSUs + PSUs + dividends) (#) | 13,435 |
| Value Realized on Vesting ($) | 985,828 |
| 2024 RSU vesting dates and counts | 02/10: 1,625; 02/22: 1,743; 02/23: 1,920 |
| 2024 PSU vesting (2012–2024 cycle) (#) | 7,944 (on 02/28/2024) |
Equity Ownership & Alignment
| Ownership Detail | Value |
|---|---|
| Total Shares Beneficially Owned | 115,880 |
| Percent of Shares Outstanding | <1% |
| Vested but Unexercised Options | 89,798 |
| Shares Held via John Coll Living Trust | 8,906 |
| Pledged Shares | None (prohibited; none pledged) |
| Stock Ownership Guidelines | 3.0x salary for NEOs; 50% net shares holding until met |
| Hedging/Pledging Policy | Prohibited for directors and executive officers |
| Clawback Policy | Applies to annual cash incentives and performance-based LTIs upon restatements |
Outstanding Equity Awards at 12/31/2024 (selected items)
| Award Type | Key Terms | Quantity/Value |
|---|---|---|
| Options | 70.88 strike, expires 02/21/2034; vests ratably over 3 years (2024 grant) | 11,993 |
| Options | Multiple prior grants; samples: 39.42 exp 02/23/2032 (11,522 exercisable; 5,761 unexercisable), 47.35 exp 02/22/2033 (5,229 exercisable; 10,459 unexercisable) | See lines |
| Unvested RSUs | Shares not yet vested at YE2024 | 21,169; MV $2,287,522 |
| Unearned PSUs | At max potential (subject to performance) | 18,452; payout value $1,993,923 |
Employment Terms
| Provision | Details |
|---|---|
| Severance Plan Tier | Tier 1 participant |
| Non-CIC Qualifying Termination | Lump sum equal to base salary + target bonus; up to 1 year medical premium continuation |
| CIC Qualifying Termination (double trigger) | Lump sum equal to 2x base salary + 2x target bonus; up to 2 years medical; accelerated vesting of unvested equity and extended option post-termination exercise window (subject to plan terms) |
| Retirement, Death, Disability | Pro rata vesting mechanics for 2023/2024 RSUs/options/PSUs per award agreements; all NEOs currently retirement-eligible |
| Non-Compete/Non-Solicit | Required under Severance Plan; general release condition; confidentiality, non-disparagement |
Potential Payments (as of 12/31/2024 hypothetical)
| Scenario | Salary ($) | Bonus ($) | RSUs Accelerated ($) | Options Accelerated ($) | PSUs Accelerated ($) | Benefits ($) | Total ($) |
|---|---|---|---|---|---|---|---|
| Termination Without Cause / Good Reason | 523,000 | 523,000 | — | — | — | 25,834 | 1,071,834 |
| CIC + Qualifying Termination | 1,046,000 | 1,046,000 | 1,042,455 | 1,476,301 | 3,238,990 | 53,735 | 7,903,481 |
| Death/Disability | — | — | — | — | 1,041,338 | — | 1,041,338 |
| Retirement | — | 1,170,799 | 125,219 | 127,865 | 143,841 | — | 1,567,724 |
Deferred Compensation and Perquisites
| Metric | 2024 |
|---|---|
| Deferred Compensation – Executive Contributions ($) | 84,793 |
| Deferred Compensation – Registrant Contributions ($) | 20,834 |
| Aggregate Earnings ($) | 44,801 |
| Aggregate Balance at FYE ($) | 442,826 |
| Perquisites/Other (included in All Other Comp) | Fleet automobile option, enhanced insurance, umbrella liability; total All Other Comp $78,540 |
Pay Governance, Peer Group, and Say‑on‑Pay
- Independent Compensation Consultant: Semler Brossy; assisted with peer group, pay levels, performance measures, and 2024 Equity Incentive Plan design .
- PSU Peer Group and Design: 2024–2026 PSUs based on rTSR vs industrial peers including BorgWarner, Cummins, Eaton, Parker-Hannifin, Roper, TransDigm; target at 50th percentile; 0–200% payout; vest by Feb 28, 2027 .
- Governance Safeguards: No hedging/pledging; clawback policy; double-trigger CIC; no option repricing; stock ownership guidelines (CEO 5x, other NEOs 3x); holding requirement 50% of net shares until met .
- Say‑on‑Pay Support: ~95% approval at 2024 annual meeting .
Investment Implications
- Compensation alignment: Coll’s annual incentive is tightly linked to Revenue, Adjusted EBITDA margin, and Adjusted FCF, which all met/exceeded 2024 targets, and his LTIs are majority equity with rTSR PSUs against a high‑quality peer set, indicating strong pay‑for‑performance discipline that aligns with shareholder returns .
- Retention vs. liquidity: Significant unvested RSUs/PSUs and 3‑year ratable vesting create retention hooks, while retirement eligibility and pro‑rata vesting could modestly increase timing optionality; anti‑pledging rules and no 2024 option exercises by Coll mitigate near‑term selling pressure, though annual February vesting may drive periodic tax‑related sales .
- Change‑in‑control economics: Double‑trigger with 2x salary+bonus and full equity acceleration in CIC scenarios supports continuity but represents meaningful value; investors should monitor any strategic activity for executive liquidity implications .
- Ownership alignment: Beneficial ownership is <1% of shares outstanding, but guidelines (3x salary with holding requirements) and prohibited hedging/pledging support alignment; strong 3‑year TSR and 200% PSU payout reflect execution against value creation objectives .