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GM for Sinoboom Oz

Sinoboom has promoted Mitch Ely to general manager of its Australian operation effective today, September 1st.

Ely joined Sinoboom Australia in January as national operations manager following a couple of years with Access Hire Australia. During his career he had spent more than 15 years with Genie in two different spells, having started out with the company in 1998 See: [Sinoboom Oz adds to ops team.
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Mitch Ely

Sinoboom chief executive Susan Xu said: “In less than two years, the team at Sinoboom Australia has established a firm foothold in the region, successfully building a reputation for quality equipment and excellent customer service. Mitch Ely’s appointment helps us to further boost our aim to bring reliable, high-quality access equipment to customers everywhere.”

Ely added: “I joined the Sinoboom Australia team at an exciting time of growth and have relished introducing customers to the great products and our fantastic aftersales support. As general manager I am very much looking forward to building on the solid foundations we’ve made, continuing to exceed customer expectations, and to be at the forefront of Australia’s switch to greener working with the expansion of Sinoboom Australia’s electric-powered options.”

Sinoboom Australia is based in Hallam, Melbourne and was formally launched in October 2020. It serves as the importer and distributor for the manufacturer's range of scissor and boom lifts while building a growing service network.