Falcon and Watts

Snorkel is focusing additional sales, service and support resources on the Latin American market.

The aerial lift manufacturer named Mike Falcon as regional sales manager for Latin America, promoted Steve Watts to vice president of sales and marketing for the Americas and identified Theresa Alvarez and Homer Gonzales as bilingual English-Spanish customer service contacts.

"I am delighted to join Snorkel at what is a very exciting time for the company in Latin America," says Falcon. "This is a land of opportunity right now, and we have excellent distributors in some key territories.

Falcon is based in Tampa Bay, Florida, is also bilingual and has 25 years' experience in the aerial lift business including tenure from 1983-2001 with UpRight Powered Access.

Falcon reports to Watts, who is responsible for planning and implementing Snorkel's strategy in a region stretching from Canada to Chile. Previously, Watts was Snorkel vice president of distribution. Watts remains based at the Snorkel North American headquarters in Elwood, Kansas.

"Latin America offers some exciting opportunities for Snorkel to grow sales," Watts says. "With the development of this dedicated team, we can truly support our customers in this region and grow together."

Alvarez takes responsibility for the region's customer service including the processing of customer enquiries and orders and assistance with product support. Gonzales assists on these tasks. Both are located at a Snorkel facility in Fresno, California.

Snorkel seeks an additional product support engineer for physical location in Latin America.

Tanfield unified its aerial work platform business under the Snorkel brand in early 2010 and discontinued use of the UpRight identity. Primarily, Snorkel competes with Oshkosh Corp's JLG brand, Terex Corp's Genie line, Linamar Corp's Skyjack subsidiary and Haulotte Group SA equipment.

Publicly traded parent firm Tanfield Group plc of the Washington locality in north east England had its own Aerial Access-brand trailer-mounted boom lifts before acquiring UpRight in June 2006 and Snorkel International Inc in July 2007. The Snorkel business, which reports within Tanfield's powered access division, manufactures electric and diesel-powered aerial lifts with working heights ranging from 12-120 ft. (4-40 m).