Sinoboom Appoints Richard Butler as CEO for European Operations

Sinoboom is consolidating its European sales, product support, and production operations under the leadership of a newly appointed CEO for Europe, Richard Butler, effective April. Butler, who previously spearheaded JCB Access during its inception, brings extensive industry experience to his new role at Sinoboom Group.

As CEO for Europe, Butler will oversee the integration of Sinoboom subsidiaries in the Netherlands, responsible for sales and product support, and Poland, the manufacturing hub. Additionally, he will lead the expansion of further subsidiaries across the continent.

Susan Xu, Group CEO of Sinoboom, emphasized the significance of this restructuring in enhancing customer services across Europe, leveraging Butler’s expertise to capitalize on the company’s investment in the region over the past three years.

Butler, expressing enthusiasm for his appointment, highlighted Sinoboom’s rapid establishment as a leading brand in the European Powered Access market through innovative product offerings and customer-centric approaches. He looks forward to leading Sinoboom’s European business and supporting the teams in their continued success.

Butler also expressed eagerness to engage with distribution partners and customers in the coming months, underlining his commitment to driving growth and delivering exceptional service experiences across Europe.

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