JLG Industries has named Daliborka (Dali) Ribeiro the director of product management for JLG and SkyTrak telehandlers, including the company’s latest rotating and agricultural models. In this role, Ribeiro will lead the multi-generation product plan and drive the direction and implementation of its telehandler go-to-market strategy.
Ribeiro and her parents moved from the former Yugoslavia to Chambersburg, Penn., in 1998 where she completed high school and went on to study at Penn State University, earning a bachelor’s degree in marketing. After graduation, she followed in her father’s footsteps and joined JLG in 2005 as a parts pricing analyst. Ribeiro says that she always knew JLG would be the right place for her because of her father’s long career in JLG manufacturing, his passion for the products and the company’s culture. While in her first role at JLG, she continued her studies at Shippensburg University, where she earned a Master of Business Administration from the John L. Grove School of Business. Shortly after receiving her MBA, Ribeiro advanced to a parts pricing manager role.
Ribeiro expanded that role to become a senior manager of business development, acquiring responsibilities beyond parts pricing, which included coordination with the supply chain, aftermarket parts sales and integrated technology teams. With more than 10-years of aftermarket experience and a broad understanding of the JLG business and its customers, Ribeiro then advanced to a director of pricing role, where she led the team responsible for both whole goods and aftermarket parts pricing, before moving into her newest role as director of product management for telehandlers.
Throughout her career, Ribeiro has played an integral role in supporting business development initiatives. She says that taking on a leadership role in product management provides her with the opportunity to continue expanding her business knowledge by getting closer to the customer and being at the forefront of new business and product development decisions.
“JLG has a well-established position in the telehandler market,” Ribeiro said. “It’s an honor to represent two market-leading brands like JLG and SkyTrak and to have the opportunity to talk directly with customers about the current product line and future enhancements. Feedback from the field spurs our process of customer-inspired innovation.”
JLG has recently diversified its telehandler portfolio to meet the growing demand for these highly versatile machines. These new models support applications across the agricultural and landscape industries, as well as work in highly-congested urban areas and in specialty applications where higher capacity and greater height are required.
“Our team is passionate about understanding job site challenges to develop solutions that drive tangible value for owners and operators. It’s an exciting time to step into my new product management role, and I am looking forward to applying my aftermarket experience and developing a full lifecycle strategy for the telehandler product line,” Ribeiro said.
In her new telehandler role, Ribeiro joins Ara Eckel, Bob Begley and Nate Hoover to round out the JLG product management director team.