New GM for Sinoboom Europe

Sinoboom has promoted José Miguel Peña to general manager of Sinoboom Europe, effective from the start of September.

As part of the change, Sinoboom Europe’s current chief executive Tim Whiteman, will shift his primary focus to Sinoboom’s global marketing and business development, with a particular emphasis on strategic partnerships and brand management.

Peña joined the company two years ago as regional manager for Spain and Portugal on a freelance consultant basis. He has worked for companies on this basis since 2014, including a spell as European sales director for material lift manufacturer LiftSmart.

He began his career in 1991 a sales representative for Spanish truck mounted lift manufacturer Talleres Velilla, which produces platforms under the Movex brand while also selling Haulotte machines. In 1997 he moved to a different role with the Europart division of the Alfaland forklift group as a product manager responsible for aerial lift development.

Two years later he joined Genie as sales manager for Spain and Portugal, becoming general manager of Genie Iberia in 2001. After four years in the role he was promoted to sales director for Europe and North Africa and in 2010 product and business development director for Europe, Africa and the Middle East. He left Genie in 2012 for Lavendon where he was appointed vice president of international sales and distribution, departing the following year to work on his own venture.

Sinoboom chief executive Susan Xu said: “Sinoboom’s European subsidiary started trading just two years ago. It is now a firmly established part of Europe’s aerial work platform sector where it delivers modern electric units to large and small customers. These new appointments enhance and accelerate our drive to become a truly global manufacturer supplying a full range of high quality work platforms for use around the world.”

Peña added: “I am delighted to have the opportunity to build on Sinoboom BV’s rapid growth and take it to the next stage in its development. I have seen the quality of the Sinoboom product and the way that the support provided by its team in Europe is winning new customers throughout the continent."

Tim Whiteman said: “It has been an honour to start Sinoboom’s European subsidiary and work with the great team, I’m now looking forward to applying the lessons learned to projects around the world. The commitment of our parent company to its clear vision of becoming a global partner has allowed the necessary investment to develop new markets in Europe, North America and the Asia Pacific arena. We now move to the next stages of that strategy.”
Tim Whiteman


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