NOBLELIFT North America, a provider in lithium-iron material handling technology, has appointed Bill Pedriana as its new president. With nearly 40 years of experience in the material handling industry, Pedriana is set to lead the company into a new chapter of innovation and growth.
Pedriana previously served as chief marketing officer at Big Joe Forklifts, where he spearheaded transformative initiatives, including brand revitalization, product development such as the Joey series and cobot pallet truck concept and sales and marketing strategies.
Over 14 years, his leadership contributed to an impressive 14-fold increase in sales and the global expansion of Big Joe’s parent company, EP Equipment.
“I became attracted to NOBLELIFT over the past few years due to their exceptional manufacturing quality, progressive equipment design theory and their sophistication when it came to deploying intelligent material handling systems,” Pedriana said.
“As the incoming president of NOBLELIFT North America, I aim to continue the strong growth the organization experienced under Loren Swakow over the past eight years by utilizing my sales and product development expertise to enhance the value of NOBLELIFT for its distributors and OEM [original equipment manufacturer] partners. In 2025, we will be introducing a number of new products and programs and expanding our team and capabilities to support our growth.”
Pedriana outlined plans for 2025, which include launching new products, introducing innovative programs and expanding the company’s team and capabilities to support growth.
Under his predecessor, Swakow, the company experienced significant growth and earned a reputation for high-performance, low-maintenance material handling solutions. The company’s product range includes electric pallet trucks, forklifts, walkie stackers, automated guided vehicles and more, trusted in more than 100 countries.
"His passion for the industry, proven ability to execute innovative strategies, and dedication to customer satisfaction make him the perfect leader to guide NOBLELIFT into our next phase of growth,” Wendy Mao, CEO of Noblelift Intelligent Equipment Co., Ltd. said.
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