Bill Pedriana will bring his four decades of materials handling sector experience to Noblelift North America having been named as its new president, with current president Loren Swakow retiring at the end of January.

Pedriana worked at Big Joe Forklifts for 14 years as chief marketing officer and oversaw the rebuilding of the brand, the development of a number of new products including the robot pallet truck as well as executing sales and marketing strategies.

“As the incoming President of Noblelift North America, I aim to continue the strong growth the organisation experienced under Loren Swakow over the past eight years by utilising my sales and product development expertise to enhance the value of Noblelift for its distributors and OEM partners,” Pedriana says.

“In 2025, we will be introducing a number of new products and programs and expanding our team and capabilities to support our growth."

Pedriana says he is attracted to Noblelift because of its quality, progressive design theory and its sophistication in deploying intelligent materials handling systems.

“Our industry was built by family businesses and handshakes,” Pedriana adds. “While it’s great to win, it’s how you play the game that delivers true long-term success. 

“I’m grateful for the opportunity to bring everything I’ve learned during my 30-plus year career to Noblelift —a brand that aligns perfectly with my beliefs.”