Meet Sara Forsström

“What stands out is everyone’s commitment to delivering the best for our customers. There is real passion and a drive to improve. We are a small team, so we often work on many initiatives together, which keeps things dynamic, but the ‘can-do’ attitude is always there. People are eager to help, share knowledge, and foster collaboration."

Sara joined Hiab in May 2021 and is currently working as Senior Manager of Commercial Excellence. She was drawn to the talented pricing team and Hiab being a leader in sustainable on-road load handling solutions.

"It was clear that the team was making an impact, and I wanted to be part of that. My role enables me to work across divisions and Customer Service Centers, providing me with a comprehensive view of the business. Hiab’s commitment to sustainability and innovation also resonates with me."

As a project manager, Sara ensures that customer value is at the core of everything we do. She works on various sales initiatives, including planning partner conferences and developing communication and training materials that emphasise the value of our solutions. Additionally, she plays a key role in shaping the New Product Development (NPD) process, ensuring the integration of commercial aspects, establishing clear standards for product launches, and capturing the voice of the customer throughout the process. Her role involves regular collaboration with teams across product management, R&D, strategy, marketing, sales, and pricing to ensure alignment and effectively meet market needs.

“Hiab has provided me opportunities to grow in areas like pricing, value selling, account and pipeline management, while sharpening my project management skills. I’ve gained deep insights into our offerings, which has been invaluable.”

Sara is eager to continue developing as well as identifying improvement opportunities, particularly in the commercialisation of our product offerings. “I’ve really enjoyed working on new product developments and see opportunities to improve tools and processes to better support our sales teams and partners in achieving success. I’m excited to be part of driving these improvements forward.”