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Hire & Rental Australia

Sinoboom Australia appoints National Operations Manager

Longstanding industry professional Mitch Ely has been appointed as National Operations Manager at Sinoboom Australia.

Mitch has over 30 years’ experience within the Elevating Work Platform industry, holding senior positions in Australia and the United States.

With a solid background in driving business performance, identifying growth opportunities and strategy development, Mitch will call on his 10 years’ experience working directly within the Australian hire industry with leading national brands such as Skyreach and Access Hire. He has seen first-hand the challenges placed on the industry, allowing Sinoboom Australia to better understand its customers’ needs and ensure continued delivery as a premium brand.

“I’m very excited to join a global premium brand like Sinoboom, great products, outstanding engineering, real aftersales support and rental focused,” said Mitch. “I have a solid understanding of what our customers need to be successful, and we will be applying those lessons to the way we run the business across Australia and Asia Pacific.”

Bolstered by strong professional connections within the Elevating Work Platform Association of Australia (EWPA), Mitch has served as state President and National Vice President during his career.

“We are very happy that Mitch has decided to join the Sinoboom team here in Aus,” said Jason Rigby, Sinoboom Australia’s Sales Director. “With his wealth of knowledge and experience in the EWP industry, we are certain that having Mitch onboard is going to help us achieve the level of success and professionalism we are striving for. Watch this space as we grow our team, and our footprint in the Australian market with the best the industry has to offer.”

Based in Hallam, Melbourne, Sinoboom Australia was formally launched in October 2020. They provide a wide range of scissor and boom lifts to customers across the continent, fully supported by a nationwide service network.


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