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Former Yale Employee Honored with Lifetime Achievement Award

Forklift manufacturer’s recently retired director of dealer marketing recognized for five decades of service to the company

Yale Lift Truck Technologies announces that Jay Costello, who formerly served as director of dealer marketing, has received a lifetime achievement award from Supply & Demand Chain Executive. Costello retired in late 2023 after more than 50 years with Yale – approximately half of the brand’s 100-plus years in business. His time with the organization included 36 years as the brand’s vice president of marketing, followed by positions as director of training and director of dealer marketing.

During his long tenure, the brand underwent several significant transformations and throughout, Costello helped to shape the culture of the organization, unify global marketing and maintain strong relations with the dealer network. When the brand transitioned from a division of Eaton Corporation to Yale Materials Handling Corporation and later to Hyster-Yale Materials Handling, Costello played a pivotal role in forming and supporting the Yale identity. Costello applied this knowledge and experience to support the continued evolution as the brand unveiled its new identity and positioning at ProMat in 2023.

Other notable accomplishments throughout his career include:

  • Creating the company’s global product development process, which ultimately led to global marketing and product launches aligned across regions;
  • Securing the business of one of the organization’s largest and longest-tenured customers, a major hardware retailer; and
  • Helping to plan and manage the company’s Experience Center facility, where customers, dealers and employees can access educational resources to improve lift truck utilization and advance training and innovation.

Costello has spent much of his career focused on mentoring young professionals who will continue to shape the company and the wider materials-handling industry. Helping others succeed in their careers has been such a passion and source of joy that Costello hopes to continue serving as a mentor even in retirement.

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