Meet The Team
Jiro Noguchi
Executive Director
Jiro is the figurehead of the bond between our parent company Nishio Rent All and Fork Force Australia.
He has worked for Nishio for many years, including a long career heading up operations in Singapore, before being appointed ED of Fork Force Australia after the acquisition by Nishio in 2019.
Chris Cunliffe
Managing Director
Chris has been with the business for many years, becoming the first digital marketing manager of Fork Force back in 2008. Since 2008, he has worked across multiple verticals and branches of the FFA businesses, from sales through to operations and to Victoria and Sydney and back again.
Adrian Martin
Founder & Chief Operations Officer
Prior to founding what would become Fork Force, Adrian emigrated from the UK to the Land Down Under, beginning his journey in material handling. He held many roles in the industry, including as the State Operations Manager at Komatsu and the State Manager for Mitsubishi Forklifts. He is extremely knowledgeable in all facets of Fork Force.
Rob trueman
Chief Financial Officer
Rob has over 23 years of experience in finance – working across both large multinational and publicly listed organisations in the UK and USA. Originally from the UK, Rob has primarily worked within the manufacturing and technology industries, including roles at the Associated British Foods and Commercial Vehicle Group. He is also a fellow of the prestigious Charted Institute of Management Accountants, with the designation of FCMA.
Rob has a strong focus on improving business outcomes through financial leadership, operational insight and team development, while working collaboratively across the organisation. Through effective financial and operational management, has set the foundations for sustainable growth through improved processes and strategic decision making processes.
Alex Callejo
Head of Marketing
Alex Adamski-O’Toole is the Head of Marketing at Fork Force Australia, bringing a wealth of experience in marketing and digital transformation. Prior to joining Fork Force, Alex spent a decade in digital agencies and the solar and renewables sector, serving as Head of Marketing. He later launched his own digital agency, further honing his expertise in digital marketing strategies.
In his current role, Alex leads the charge in optimizing intent-based marketing, conversion rate optimization (CRO), and implementing a human-centered approach to GTM and CLTV strategy. His vision and leadership are instrumental in driving Fork Force Australia’s marketing initiatives, ensuring the company effectively reaches and engages its target audience.
Umesh Thakur
Human Resources Manager
Umesh joined Fork Force in early 2023. While FFA is his first time working in material handling, he has 16 years of experience in HR, working for the world’s largest refrigeration company (Beijer Ref).
Originally from India and coming to Australia via NZ (for 16 years no less), Umesh specialises in people management, change management, employment relations, Health & Safety and payroll. Oh, and he is also a certified Toastmaster!
Brock Cunliffe
Commercial Manager – Sale & Hire
One of our longest standing employee, Brock has been with FFA for 17+ years. Just like his father, he started out with his trade, working as a diesel fitter with the company before moving into a head office role.
Since adding a Diploma of Marketing to his toolkit, Brock has contributed to the business significantly through the role of National Wholesale and Major Accounts Manager. Brock has now moved into the Commercial Manager for Sale & Hire – streamlining processes and improving the customer experience for long-term, positive outcomes.
Anouk Degand
National Purchasing Manager
Originally hailing from Belgium, Anouk Degand brings a wealth of experience to her role as the National Purchasing and Parts Manager at Fork Force Australia. Her career in the materials handling industry includes key positions at companies such as TVH Australia and Lencrow Materials Handling.
In her current role, Anouk oversees the procurement and parts divisions, ensuring that Fork Force Australia’s clients receive top-quality products and services. Her international perspective and extensive industry experience have been instrumental in driving the company’s growth and maintaining its reputation for excellence.
JACK HUTCHINSON
national operations Manager
Jack Hutchinson serves as the National Operations Manager at Fork Force Australia, where he oversees operations across five states and seven branches. Based in the Greater Sydney Area, Jack brings a wealth of experience to his role, ensuring seamless coordination and efficiency across the company’s extensive network.
Jack’s academic background includes studies at Griffith University, equipping him with a solid foundation for his professional endeavors. His leadership and strategic insights have been instrumental in driving operational excellence at Fork Force Australia, contributing significantly to the company’s growth and success.
carl wiggins
national service manager
Carl brings a wealth of experience as our National Service Manager – with over 30 years in the forklift industry managing forklift service and rentals, including Crown Forklifts and Jungheinrich.
In his role, Carl oversees the nationwide service department, supporting our high-performing workshop and mobile service team and strengthen customer relationships. With Carl’s leadership, Fork Force is positioned as a leading service provider across the industry.
David Johnson
national parts manager
With over two decades of experience primarily across automotive and material handling industries, David has a multi-faceted understanding of broader business operations and expertise in developing strong teams through collaboration.
As the National Parts Manager, David’s background in customer-facing and managerial roles delivers sustainable growth and supports our nationwide Parts teams through strategic processes and systems around sales, purchasing and inventory.
Luke Robins
VIC Sales Manager
With extensive experience in the materials handling industry, Luke Robins leads Fork Force Australia’s Victorian sales team as the VIC Sales Manager. Dedicated to delivering tailored solutions, Luke combines his deep product knowledge with a customer-first approach to help businesses find the right forklift solutions for their needs. His expertise ensures clients receive personalised advice, whether they’re purchasing, hiring, or seeking service support.
Luke’s commitment to building strong relationships and providing exceptional service makes him a trusted partner for businesses across Victoria.
jason peterson
qld sales Manager
Jason brings over 18 years of sales experience with over 9 years leading high-performing sales teams across motor vehicle dealerships. Managing the Queensland team, Jason delivers exceptional results through capable leadership, teamwork and passion for nurturing strong customer relationships.
Jason’s proactive and collaborative approach aims to authentically support our customers with trusted solutions, while achieving sustainable revenue growth for the business.
ryan mccormack
NSW Sales Manager
With over 20 years of experience in sales and more than six years specializing in the forklift industry, Ryan brings a customer-focused approach to helping businesses optimise their materials handling operations.
As the NSW Sales Manager at Fork Force Australia, Ryan is dedicated to providing tailored solutions that enhance efficiency, productivity, and cost-effectiveness.
sonny robins
WA & SA sales Manager
Sonny brings a wealth of experience from the automotive industry, where he excelled as a Sales Representative, Sales Manager, and General Manager with renowned brands like Honda, Mercedes-Benz, and Lexus. His background has equipped him with a deep understanding of customer needs, value-driven sales, and effective team leadership.
Now working in the material handling industry, Sonny is dedicated to helping his team achieve greater success. He’s passionate about connecting customers with the best value forklifts on the market, ensuring businesses receive reliable, cost-effective solutions that meet their needs.