Sinoboom Europe has appointed Sergio Cerdans as regional manager for Spain and Portugal and Ronald Donders to provide sales finance support.
Sergio Cerdans began working with Sinoboom just prior to Bauma, after almost nine years working for his own used platform sales business Cerdans Machinery. He began his career in 1998 as a salesman with Ibercarretillas leaving for rental company Nacanco two years later where he became sales manager. When Nacanco Spain was acquired by Hune in 2007, Cerdans remained on board as export sales manager. In 2013 he left for Riwal where he was appointed international account manager, setting up on his own the following year.
Speaking of becoming part of the Sinoboom team he said: “I am excited by the quality of the Sinoboom products and very happy to join the team at this time of rapid growth.”
Sinoboom has also appointed Ronald Donders as trade finance manager to help provide attractive financial terms and conditions for its customer base. He is based at Sinoboom Europe’s Ridderkerk offices in the Netherlands.
He joins the company from Whirlpool where he has been responsible for risk & compliance for the past year and a half. He began his career in 2000 as senior credit controller with Exodus Communications. The following year he moved to London with the company as senior credit collections analyst. Over the next eight years he held similar roles with Alta Vista, Travelex, Wisecollect, Gm, and Vion in both the UK and the Netherlands, before setting up his own business - Donders Credit Consulting - in 2011, where he worked with previous employers, as well as Tibco Software, Vodaphone and Boston Scientific joining Whirlpool last May.
Speaking of his new role he said: “I met many of our customers during Bauma Munich and am convinced we can bring innovative and flexible solutions to their financial challenges.”