Custom Equipment has hired Jesus Pedraza as its South-Central territory manager. Pedraza will focus on continuing the growth and channel development of Hy-Brid Lifts, Custom Equipment’s line of lightweight low-level scissorlifts.

Pedraza has more than 13 years of experience in inside and outside sales at Ahern Rentals in Texas, where he used his networking and negotiating skills to average $3 million per year in revenue. He is also a knowledgeable truck driver, having held the position for Ahern Rentals as well as Jack-in-the-Box Distribution. Pedraza’s familiarity with South-Central U.s. helps him navigate the dealer and rental landscape in the area.

“With a growing construction industry, we needed someone who can continue to give our current customers and prospects in that region the attention and support they need to be successful,” said Dan Schneider, Custom Equipment LLC vice president of sales.

“I look forward to establishing relationships and introducing our lifts to the South-Central region,” Pedraza said. “I have no doubt that both our equipment and customer service will have a great impact on the area.”