Becca Kroslak: Marketing, Community and Curiosity in the Crane Industry

30-Second Takeaway

Becca Kroslak’s path into the crane industry has been shaped by curiosity, community involvement, and a genuine enthusiasm for equipment and people. As Marketing Manager at Exact Crane & Equipment, she offers a grounded perspective on inclusivity, learning from the yard up, and why passion and knowledge are the most important tools for women entering the industry.

Finding Her Place in the Industry

For Becca Kroslak, the crane industry quickly became more than just a job.

Joining Exact Crane & Equipment as Marketing Manager, she found herself immersed in a world where relationships, technical knowledge, and community engagement matter just as much as branding or campaigns.

“Since I started at Exact Crane, we’ve been able to connect and become more involved with local industry associations and organisations,” Becca says. “It’s rewarding to help bring our company into conversations that support both our community and the broader industry.”

As the marketing lead, Becca plays a key role in connecting Exact Crane with regional partners, industry events, and national leaders shaping the future of construction and lifting.

Learning Starts in the Yard

One of Becca’s earliest experiences set the tone for how she would approach her role.

“My first day wasn’t behind a desk,” she recalls. “I was out in the yard, being shown the equipment and learning why machines are built the way they are.”

Those daily walks through the yard during her first weeks weren’t symbolic they were foundational.

“It showed me what our company values: knowledge. Whether you’re male or female, a crane reacts the same way. If I’m going to represent this company and its equipment, I need to understand how it works.”

That emphasis on understanding the product has shaped how Becca approaches marketing, sales support, and customer conversations.

Inclusivity Through Knowledge

Coming into a traditionally male-dominated industry, Becca admits she wasn’t sure what to expect.

“Sometimes I feel like I have more to prove, being a minority in the field,” she says. “I grew up with older brothers, so that feeling of wanting to keep up is familiar.”

But she’s found that curiosity and effort are consistently met with encouragement.

“Once you show interest and knowledge, the response I get from this industry is enthusiasm. People want to share what they know and that’s been incredibly welcoming.”

Where Opportunity Exists for Women

Becca believes the biggest opportunity for women entering the crane industry starts early.

“We need to teach young girls how to build and how things work,” she says. “Many boys grow up learning how to use tools or understand engines, while women often have to learn that much later if they decide to enter the field.”

By introducing hands-on skills earlier, she believes the industry can create more confidence and smoother entry points for future generations.

The People and the Equipment

When asked why she chose to stay in the crane and lift sector, Becca’s answer is immediate.

“The people and of course the equipment,” she says with a smile. “Cranes are incredible.”

From large infrastructure projects to disaster response and everyday lifting jobs, she remains fascinated by the impact cranes have across communities.

“They make incredibly complex jobs look simple. And the people behind them are passionate, detail-oriented, and genuinely want each other to succeed.”

She also notes the strong sense of camaraderie across companies.

“If we sell a crane or an attachment, it’s not just about the sale. It’s about that customer being successful with the equipment.”

Rethinking Challenges

Becca says her experience as a woman in the industry has been more positive than she expected.

“I assumed I’d feel like the odd one out at conferences or shows,” she says. “Instead, I’ve been treated with respect and genuine interest.”

While she occasionally encounters customers who want to double-check specifications particularly when discussing crane attachments she sees that as part of the responsibility.

“That’s not a struggle,” she explains. “It’s just making sure I know what I’m selling — and I take that seriously.”

Advice for Women Entering the Industry

Becca’s advice to women considering a career in cranes or lifting is practical and encouraging.

“Learn as much as you can. Ask questions. Be humble about what you know and what you don’t,” she says. “This industry respects curiosity and effort far more than someone trying to prove themselves.”

And perhaps most importantly:

“Enjoy what you do. I genuinely look forward to work I feel like a kid in a candy shop seeing cranes in action. Passion shows, and people notice it.”

About Exact Crane & Equipment

Exact Crane & Equipment is a US-based crane dealer and equipment supplier, providing cranes, lifting attachments, and related solutions to contractors across the construction and industrial sectors. The company is known for its customer-focused approach, technical knowledge, and commitment to supporting safe and efficient lifting operations.

Website: https://www.exactcrane.com