International Women’s Day: Women Driving Change at Ritchie Bros.

Ritchie Bros. celebrates International Women’s Day 2026 by spotlighting the stories of remarkable women across the organisation. Breaking stereotypes and driving change, these women are making their mark in the heavy equipment industry. These 11 stories offer just a glimpse into the many women shaping the future of heavy equipment every day.

Heavy equipment may be all steel and horsepower, but increasingly, the industry is being run on something less visible, yet just as powerful. It is those conversations that build trust across continents, decisions made behind computer screens that move machines across borders, and the calm voices solving challenges before anyone else even sees them…

Emma Tuckley – from administrative assistant to international operations leader

Emma’s career in heavy equipment began with a twist of fate. Nearly 30 years ago, after her employer went into liquidation, she spotted a Ritchie Bros. job advert while working as a waitress and decided to apply. She thought she might have the skills to try something new. That leap turned into a global career. Today, as Director of International Operations Support, Emma’s work spans countries, cultures and time zones. What surprises many people is how human the role really is.

“A large part of my job is about people and culture. It’s about building trust across different countries, time zones, languages and cultural differences. If you don’t get the human side right, everything else will fail.”

Over the years, she has seen the industry change but moments of surprise still happen. When customers once asked to speak to the manager in Dubai and she stepped forward, the reaction said everything about how far the industry still has to go. She believes the next generation of women will push even further into leadership roles –  because the talent is already there.

“Success to me today is about contributing to positive change, helping others to grow in their careers and knowing that my work is making a difference.”

Danielle Roks – proving every day is Mission Possible

When Danielle joined Ritchie Bros. nine years ago, live in-person auctions were still the company’s core format. From the start, she was drawn to the energy and unpredictability.

“From day one, it felt energetic and different from a normal office job. Every day is different – there’s always something to solve, improve or learn from.”

As Office Operations Manager in Benelux, Danielle keeps the rhythm of daily operations running smoothly, juggling paperwork, supporting colleagues and ensuring customers feel welcome. The role is far more dynamic than many people expect.

“It’s fast-paced, hands-on and full of problem-solving, and that variety and teamwork is what makes it so rewarding.”

For Danielle, belonging in this industry has never been the question – contributing to it has.

“It’s not about fitting into the industry; it’s about adding value to it.”

Laura Cassinelli – the conductor behind the scenes

Laura’s 18-year journey at Ritchie Bros. has taken her through operations, customer care, sales and marketing. That cross-functional experience has given her a 360-degree view of the business and its evolution from live auctions to advanced digital solutions.

From the outside, auctions can look simple. Behind the scenes, she says, they resemble an orchestra.

“Each person plays a critical and precisely timed role.”

As Marketing Manager for Italy, Laura focuses on connecting the right assets with the right buyers through strategy, data and communication. She believes diverse perspectives directly strengthen business outcomes.

“In a sector traditionally perceived as technical and transactional, empathy and strategic listening are powerful differentiators.”

Estrella Diaz Bermudez – thinking big across borders

For Estrella, the heavy equipment world is defined by scale and international collaboration. As Regional Sales Manager for Southern Europe at Mascus, she leads commercial strategy across multiple markets and cultures.

“What attracted me first was how challenging it felt. Ritchie Bros. is international, dynamic and full of opportunities.”

She believes the next generation should step into the industry with confidence.

“I’d love women to enter this industry without fear, knowing they belong.”

Marta Matlag – redefining what expertise looks like

For many people, heavy equipment still conjures images of machines and job sites. Marta sees something different.

“Heavy equipment may be about machines, but the real expertise lies in data, relationships, planning and strategy.”

As Marketplace-E Manager, she works at the intersection of technology and global trade, helping connect buyers and sellers of equipment worldwide. Behind every listing lies careful analysis and planning.

“It’s part tech, part negotiation, part psychology. I don’t think in terms of breaking stereotypes – I think in terms of delivering results. If that shifts perceptions, even better.”

Her vision for the future is simple and powerful.

“The goal isn’t fitting in. It’s knowing you belong wherever you decide to be.”

Montana Donaldson – confidence on the road

Montana began her journey at Ritchie Bros. in the yard before stepping into her role as Territory Manager in New Zealand. Building experience from the ground up gave her the confidence she carries into every customer conversation.

“Knowledge and time in the seat help – especially when you walk into a director’s office and get looked at sideways. Confidence is key.”

She believes women bring a distinct strength to the field.

“We have a different touch and can often align more easily with emotional customers. That’s a big upside.”

Her advice to the next generation is simple: take the opportunity, find a mentor and don’t be afraid to fail.

For Montana, success means being a trusted voice customers rely on for insight and guidance.

Naglaa Sultan – creating opportunity, one conversation at a time

In Dubai, Naglaa works at the start of the customer journey, helping turn conversations into opportunities as a Business Development Representative. Her role is analytical, strategic and deeply human.

“Many people think it’s just making calls, but it actually involves research, planning, understanding market trends and good timing.”

One of the most rewarding parts of her work is seeing surprise turn into respect.

“When I speak confidently with experienced equipment owners who may not expect a woman to fully understand their business –  and I see that respect grow — it feels really rewarding.”

She believes the industry is well along the road to change.

“Women in this industry are no longer unusual. We bring strong communication skills, smart problem-solving and determination that help the business grow.”

Gabriela Fragoso Freire – the calm voice when things get complicated

When challenges appear, Gabriela is often the person people turn to. As Customer Service Manager, she spends her days solving problems, supporting customers and helping teams stay steady when things get busy. Her team knows her for one thing above all: patience.

“They would probably say I’m known for staying calm and steady, even when things get busy.”

It’s an approach shaped by experience. Having seen the business evolve from live auctions to today’s digital environment, she’s watched perceptions change too.

“Challenges help me grow. They make me stronger.”

Mariana Faustino – never giving up on your dreams

Mariana’s career journey spans continents and second chances. After working as a secretary for 10 years in Brazil, she moved to the Netherlands and believed language barriers might prevent her from returning to that profession. Instead, she joined Ritchie Bros. as a Logistics Coordinator and later applied for an Executive Assistant role when the opportunity appeared.

“I saw my opportunity and decided to go for it. Never give up on your dreams.”

Today she supports senior leadership and helps keep the business running smoothly behind the scenes.

“To me, success is achieving your professional dreams while also building connections, trust and joy with your team.”

Sara Ekblom – the details that make deals happen

Sara joined Ritchie Bros. looking for a role that would challenge her to grow and build new connections. Today, working in Sales Support for the Mascus Nordics team, she sits at the centre of countless moving parts.

“There is a lot more to the job than listing machines online. The role includes overall involvement within finance, decision making, asset valuations, orders and planning.”

One piece of advice has stayed with her throughout her career.

“Trust is built on consistency.”

Thérèse Kahilu – calm in the chaos

Finance is fast-moving, complex and often unpredictable. Thérèse approaches it with calm determination and a solution-focused mindset.

“Always think there’s a solution for any situation – and I can do it.”

Her outlook reflects the pace of global business and the resilience required to thrive within it.

“There’s a lot of opportunities in a chaotic environment.”

The real engine of the industry

The heavy equipment industry may be known for its machinery, but its future is of course shaped by people. Across Ritchie Bros., women are leading teams, analysing markets, building relationships and driving progress every day – shaping the future of the industry in the process.

And that is how real change happens.

See also

A Year in Review: Ritchie Bros.’ 2025 Milestones and Achievements