Sarens Named Victor Martinez as New U.S. Country Manager
The heavy-lift provider tasked its new leader with modernizing its U.S. fleet and sustainability operations.
Updated on Sept. 30, 2026 in People
Sarens has appointed Victor Martinez as its country manager for the United States. In his new role, Martinez will oversee the expansion of the firm's fleet modernization and sustainability programs across its American operations.
Why it matters
The appointment signals a strategic shift toward energy efficiency and cleaner equipment for the heavy-lift operator. By focusing on sustainability and portfolio management, the company aims to better align its regional assets with current industry demand for lower-carbon industrial services.
Sarens employs 6,500 people globally and maintains 100 business operations across 70 countries. The firm's new U.S. lead brings experience from across the crane and heavy-lift sector, including his most recent tenure at Ameco.
The players
Victor Martinez
The new country manager for Sarens USA who previously held leadership roles at Ameco, Equipment Depot, Mammoet, and Crane Service.
Sarens
A global heavy-lift and specialized transport company that maintains operations in 70 countries with a workforce of 6,500.
The details
As country manager, Martinez is responsible for managing multi-disciplinary teams and complex project portfolios within the U.S. market. His operational mandate includes executing a fleet modernization strategy designed to shift the company's regional equipment profile toward more energy-efficient and cleaner models.
Timeline
1998: Martinez began his career in the industry.
2016: Martinez joined Equipment Depot.
2021: Martinez joined Crane Service.
October 1, 2026: Martinez officially began his tenure as Sarens USA country manager.
Market Landscape
This move reflects the ongoing industry-wide transition toward low-emission equipment in the specialized heavy-lift sector. It follows a established pattern where firms prioritize operational sustainability to maintain competitiveness in the U.S. industrial market.
Operators in the industrial and heavy-lift sectors should anticipate a shift in Sarens' procurement priorities as the company seeks to replace older units. Monitor the firm's project bidding behavior for an increased emphasis on energy-efficient capabilities in the coming quarters.
The takeaway
The appointment highlights the priority placed on fleet modernization as a competitive lever in the heavy-lift market. Managers should track regional fleet upgrade cycles as a signal for upcoming capacity changes in the local industrial services landscape.
Further reading
For broader trends in industry leadership, see the People section.
Source note: This article includes information reported by Vertikal.
