Sinoboom BV appoints new general manager
By Leila Steed25 August 2022
Chinese equipment manufacturer Sinoboom has expanded the senior management team of its European subsidiary, Sinoboom BV, as it seeks to focus on its strategic development in the region.
The Netherlands-based company has appointed “industry veteran” José Miguel Peña as its new general manager.
Peña is described as having “many years of MEWP management experience” and has spent the past two years representing the brand in Spain and Portugal.
He will now be responsible for overseeing the operational aspects of the business - including the activities of its factory in Poland and its sales and ground support teams across Europe.
Peña, who will take up the general manager role at the beginning of next month (September 2022), said, “I’m delighted to have the opportunity to build on Sinoboom BV’s rapid growth and take it to the next stage in its development.”
According to the company, his appointment will allow Sinoboom BV’s CEO, Tim Whiteman, to focus more exclusively on leading the company’s global marketing and business development activities.
This will include developing strategic alliances and taking advantage of major branding opportunities outside of China.
Susan Xu, CEO of parent company Hunan Sinoboom Intelligent Equipment Co, said, “Sinoboom’s European subsidiary started trading just two years ago. It is now a firmly established part of Europe’s MEWP 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 MEWPs for use around the world.”
When Peña takes up the position of general manager next month, Whiteman will begin working more closely with the Sinoboom headquarters team in China.
Tim Whiteman, CEO at Sinoboom BV, said, “It’s 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.”
He added, “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.”