JLG Industries Inc. has hired Daliborka (Dali) Ribeiro to be its director of product management for JLG and SkyTrak telehandlers, including the company’s latest rotating and agricultural models
In this role, Ribeiro leads the multi-generation product plan and drives the direction and implementation of its telehandler go-to-market strategy.
“JLG has a well-established position in the telehandler market,” says Ribeiro. “It’s an honor to represent two market-leading brands like JLG and SkyTrak and to have the opportunity to talk directly with customers about the current product line and future enhancements.”
Ribeiro has played an integral role in supporting business development initiatives throughout her career. She says that taking on a leadership role in product management provides her the opportunity to continue expanding her business knowledge by getting closer to the customer and being at the forefront of new business and product development decisions.
“It’s an exciting time to step into my new product management role,” Ribeiro says, “I am looking forward to applying my aftermarket experience and developing a full lifecycle strategy for the telehandler product line.”
She also notes her team is passionate about understanding job-site challenges in order to develop solutions that drive tangible value for owners and operators.
“Feedback from the field spurs our process of customer-inspired innovation,” Ribeiro says.
JLG has recently diversified its telehandler portfolio to meet the growing demand for these highly versatile machines. Its new models support applications across the agricultural and landscape industries and work in highly congested urban areas and specialty applications where higher capacity and greater height are required.
In 2005, Ribeiro followed in her father’s footsteps and joined JLG as a parts pricing analyst. Ribeiro says that she always knew JLG would be the right place for her because of her father’s long career in JLG manufacturing, his passion for the products, and the company’s culture.
Her education includes a bachelor’s degree in marketing from Penn State University and an MBA from the Shippensburg University – John L. Grove School of Business. Shortly after receiving her MBA, Ribeiro advanced to a parts pricing manager role.
Ribeiro expanded that role to become a senior manager of business development, acquiring responsibilities beyond parts pricing, which included coordination with the supply chain, aftermarket parts sales, and integrated technology teams. With more than 10 years of aftermarket experience and a broad understanding of the JLG business and its customers, Ribeiro then advanced to a director of pricing role. In that position, she led the team responsible for both whole goods and aftermarket parts pricing before moving into her current role as director of product management for telehandlers.
Ribeiro joins Ara Eckel, Bob Begley, and Nate Hoover to round out the JLG product management director team.
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