Ainscough Crane Hire has appointed Andrew Winter from rival Tadano as general manager.
Winter will start in the newly created role in August and will be responsible for managing the expansion of the operational and commercial areas of the business.
He joins from the same position at Tadano Distributor Cranes UK, and before that he owned his own crane rental company, Winterlift.
Gareth Jones, commercial director of Ainscough, said: "We're really pleased to welcome Andrew to the team, particularly given his strong track record at Tadano. With his extensive industry experience we expect Andrew to effectively oversee the growth of our operations and commercial sectors, whilst promoting the Ainscough quality promise."
Winter said: "I'm honoured to join the Ainscough team, which is known in the industry for its quality customer service and highly skilled workforce. I am looking forward to working closely with Gareth to build on the excellent reputation that Ainscough has already obtained, and pushing the boundaries of the business further."
Ainscough is based in Standish and is the largest crane hire company in the UK.