NOBLELIFT North America, a global leader in lithium and iron materials processing technology, has announced the appointment of Bill Pedriana as its new President. With nearly four decades of experience in the material handling industry, Pedriana is poised to lead NOBLELIFT North America into a new era of customer-focused innovation, growth and success.
Bill Pedriana served as Chief Marketing Officer at Big Joe Forklifts, where his visionary leadership helped rebuild the brand, develop groundbreaking products (including the Joey series of reach vehicles and its cobot pallet truck concept), and implement comprehensive sales and marketing strategies. Over the course of 14 years, Pedriana has been instrumental in achieving exceptional 14x sales growth and helping drive the global expansion of Big Joe’s parent company, EP Equipment.
Pedriana’s track record of aligning business strategies with client needs has delivered exceptional results throughout his career. Drawing on his extensive experience, he now brings his expertise to NOBLELIFT to continue building on the strong foundation laid by his predecessor, Lauren Swakow. Under Swakow’s leadership over the past eight years, NOBLELIFT North America has experienced unparalleled growth and built a reputation for providing innovative, high-performance material processing solutions.
“I have been drawn to NOBLELIFT over the past few years because of its exceptional manufacturing quality and progressive equipment design theory and sophistication when it comes to deploying intelligent material handling systems,” Pedriana said. “As the next President of NOBLELIFT North
In America, I aim to continue the strong growth the organization has experienced under Lauren Swakow’s leadership over the past eight years by leveraging my sales and product development experience to enhance NOBLELIFT’s value to its distributors and OEM partners. In 2025, we will introduce a number of new products and programs and expand our team and capabilities to support our growth.
Leading the material handling industry forward
NOBLELIFT North America is known for its wide range of innovative material handling equipment, including electric pallet trucks, sit-down forklifts, off-road forklifts, narrow aisle forklifts, cordless lifters, order jacks, electric pallet trucks, scissor lifts, and tow trucks. /withdrawal. Tractors, scrubbers, sweepers, automated guided vehicles (AGV’s), lift tables, manual pallet jacks and more. With products trusted in over 100 countries, NOBLELIFT continues to deliver on its promise of high performance, low maintenance and advanced ergonomic designs at an unbeatable value.
“As part of NOBLELIFT’s focus on delivering exceptional customer experiences, we are thrilled to have Bill Pedriana join us in this pivotal leadership role,” said Wendy Mao, CEO of Noblelift Intelligent Equipment Co., Ltd. His ability to implement innovative strategies and dedication to customer satisfaction make him the ideal leader to guide NOBLELIFT into its next phase of growth.
Pedriana’s values extend beyond operations and product development. “Our industry was built through family businesses and handshakes,” Pedriana said. “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 over my 30-plus year career to NOBLELIFT – a brand that aligns perfectly with With my beliefs.
Deliver what’s next
Thanks to Pedriana’s strategic vision, NOBLELIFT North America will continue to lead advancements in material handling solutions. Plans for 2025 include launching the latest innovative equipment and software designed to empower merchants and end-users alike,
NOBLELIFT North America invites dealers, OEM partners and companies to experience how its products and services transform operations across industries. To learn more about NOBLELIFT North America offerings, visit www.NOBLELIFTna.com or contact your local distributor.
