Chinese aerial lift and telehandler manufacturer Sinoboom has appointed Craig Rooke as managing director of its new Sinoboom UK subsidiary.
His focus will be to build a sales and support business, working with Sinoboom dealers in the UK and Ireland - Pinnacle Platforms and Lolex - but also developing a major accounts business.
He joins the company after almost six years with CTE UK, initially as general manager and then managing director. He announced his pending departure last month and finished up last Wednesday. Rooke has spent his entire career in the access industry having started out in 2000 as a sales rep with rental company GT Access, moving to JCB in 2006 as a sales engineer for telehandlers, before joining Haulotte UK in 2008 as Southern region account manager. He followed this with five years at Teupen as sales director for the UK and Ireland and year with Danish spider lift manufacturer Falcon, moving to CTE in 2018.
Craig Rooke
Rooke said: “I am honoured to be asked to lead the UK business for such a highly regarded premium manufacturer and I very much look forward to working closely with our dealers in this region and to begin selling directly to the UK customer base which is one of the best and highly regarded in the world. Our plan will be to be easy and straightforward to deal with.”
Sinoboom’s European chief executive Richard Butler added: “The appointment of Craig is part of our wider European strategic plan, to grow our market share and provide both our existing and new customers, exceptional levels of service and support but more importantly to make doing business with Sinoboom as easy as possible. Craig brings an immense amount of experience to our efforts in the UK and will have an immediate impact as we develop both our direct sales and distribution channels.”
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