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Yale appoints new brand manager

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Iain Friar has joined Yale Europe Materials Handling in the role of brand manager, taking over from Steve Ridgway who has now retired from the company.

Iain_FriarThe Glaswegian joins the forklift truck and materials handling equipment manufacturer from Symantec where he was head of product marketing, consumer and small business, covering the EMEA region.

Previously he held various roles at Epson, including marketing services manager and group product marketing manager, where he was responsible for marketing consumer and business printing and projection solutions, point-of-sale systems, and professional printing products.

Yale Smart Slow Down further increases operator confidence by helping to ensurethat the load remains stable as the truck changes direction. The technology automatically detects any significant turns and reduces the speed of the truck accordingly, assisting the operator to maintain stability of the truck and load through the corner. 

Iain has a Professional Diploma in Marketing from the Chartered Institute of Marketing. He joined Yale in February and has already experienced the Logimat exhibition in Germany, met a host of dealers across the continent and has been instrumental in launching the brand new Yale Pedestrian Powered Pallet Truck MP 16-22 Series.

Iain, 47 from Basingstoke is married with two children and is a keen animated film maker.

He replaces Steve Ridgway who retired from the Yale brand manager position after 26 years with the brand.

Commenting on his new role Iain said: “I am looking forward to the challenges ahead and following in Steve’s footsteps to continue to build awareness of the Yale brand, its extensive product range and ultimately contributing to growing market share.

“The continuing new product development at Yale, coupled with our extensive dealer network, mean it is a very exciting time to be part of the company.”

Steve Ridgway added: “Iain’s credentials speak volumes. He has many skills that are required today to be successful in communicating with our customers. He also has the drive that I am sure will see a step change in awareness of the Yale brand throughout EMEA.

“I have had a fantastic time working for such a great company. Many of my colleagues have over the years become friends so I will undoubtedly miss them. I wish Iain every success in his role and will be following development of the Yale brand from the comfort of my armchair.”

Iain concluded: “I wish Steve all the best in his retirement and I am sure he will enjoy spending more time with his wife, son and grandchildren.”

For further information on the range of materials handling equipment from Yale visit www.yale.com.