Gorbel, Inc., a national leader in material handling and workplace safety, has hired Rob Beightol as the product marketing manager for the company’s work station cranes, jibs and fall arrest product lines.

As product manager, Beightol is responsible for developing and implementing marketing plans for new customer acquisition, customer retention and expanding to new markets. Beightol also will direct target market activities, complete competitive analyses and sales forecasting metrics, analyze international markets and develop effective sales tools for field sales and customer service teams.

“Rob’s experience in sales, communications and marketing, combined with a knowledge of in the material handling industry, makes him an excellent addition to our team,” said David Butwid, vice president of sales and marketing at Gorbel.

Beightol has more than 20 years of marketing and communications experience, most recently as manager of sales service for Columbus McKinnon, a worldwide designer, manufacturer and marketer of material handling systems and services.

Beightol lives in East Amherst, New York, and currently serves as vice president of the Monorail Manufacturers Association (MMA).