Precision in practice
For more than five years, Aaron Malueg, Technical Advisor and Trainer for Liebherr Tower Cranes, has been helping bring Liebherr’s most impressive displays to life. His work behind the scenes at Conexpo blends planning, technical mastery, and a deep passion for the brand. A combination that turns complex setup operations into seamless showcases of innovation.
Arriving in Las Vegas nearly three weeks before the show begins, Malueg oversees the massive operation of assembling Liebherr’s tower cranes. A process he describes as ‘organized chaos.’ Each step is guided by precision: mobile cranes position the structures according to detailed schematics, while the team spends weeks painting, cleaning, and perfecting every surface.
“Everything has to align perfectly,” he explained. “We’re one of the first divisions to start setup, so timing and coordination are critical, not just for us but for everyone who comes after. Once we’re built and ready, the focus shifts to presentation, making sure every detail represents Liebherr to the highest quality.”
Safety and collaboration at the core
As the sole technical point of contact for tower cranes in North America, Malueg carries a wide range of responsibilities. From planning logistics to ensuring safety remains the top priority. “Safety comes first, always,” he said. “It’s not just about compliance; it’s about looking out for your team and making sure every step of the process is done the right way.
Malueg also works closely with Sales and Marketing to make sure Liebherr’s booth not only performs well technically but connects with visitors on a personal level. “It’s a team effort,” Malueg shared. “Everyone plays a role in making the final experience memorable.”
Being part of Conexpo with Liebherr allows me to bring innovation directly to our customers, it’s about creating meaningful connections that inspire confidence and drive our industry forward.
Innovation through connection
One of Malueg’s standout moments came at Conexpo 2023 when he suggested displaying a tower crane at ground level rather than mounted high above the show floor. It was a shift that completely changed how visitors engaged with the machine.
“Being part of Conexpo with Liebherr allows me to bring innovation directly to our customers,” Malueg said. “It’s about creating meaningful connections that inspire confidence and drive our industry forward.”
“For the first time, people could walk right up to the crane, step inside the cab, and really experience what makes our design unique,” he said. “Seeing their reactions, the look of surprise, the excitement, that’s when I knew we’d done something special.”
The approach not only improved accessibility but also gave attendees a deeper appreciation for Liebherr’s engineering. “It was a proud moment,” Malueg added. “It showed that innovation isn’t just in the technology, it’s in how we share it.”
Pride in every detail
During the show, Malueg remains stationed near the tower cranes, ready to answer questions and support the team. “There’s something special about seeing people stop and take it all in,” he said. “That moment of awe – that’s what all the work leads up to.”
As he looks ahead to Conexpo 2026, Malueg is eager for more of those moments of connection. “Customer interactions are at the heart of what we do. They give us insight, spark ideas, and build relationships that last long after the show ends.”
With his precision, leadership, and genuine pride in the brand, Malueg exemplifies Liebherr’s dedication to quality and innovation. “For me,” Malueg notes, “customer satisfaction isn’t just a goal, it’s a personal measure of success. I bleed Liebherr yellow.”
