President of aiC Brands, leading a diverse portfolio of direct-to-consumer and Amazon-based eCommerce businesses. Passionate about driving growth through innovation, customer-centric strategies, and operational excellence. Experienced in scaling brands and optimizing digital ecosystems to maximize performance and profitability in a fast-paced online marketplace.Portfolio of Brands:US Water FiltersTier1 WaterReplacement BrandLumie WorldMyself BeltsPortfolio of eCommerce:www.discountfilterstore.comwww.uswaterfilters.comwww.fridgefilters.comwww.waterfilters.netwww.tier1water.comwww.lumieworld.comwww.myselfbelts.com

Recognized for stabilizing a floundering business working across all facets of the company to fortify operations, creating and deploying aggressive plans to drive profit and growth to successfully position the business for future opportunities.Held the following 4 progressively responsible positions:VICE PRESIDENT OF BUSINESS DEVELOPMENT DIRECTOR OF GLOBAL BUSINESS DEVELOPMENT DIRECTOR OF SALES – Canada NATIONAL SALES MANAGER – Canada* Recruited with a demanding mandate after a significant change in senior leadership, a lack of direction and demoralized employees to initiate change, strengthening customer and employee engagement.* Performed a comprehensive business evaluation touching all business units, devising a sweeping restructure project with challenging milestones.* Realigned the sales function recruiting and training a 6-person inside sales team, establishing accountability with SOPs and dashboard metrics to track daily activities, generating a 35% boost in daily customer contacts.* Executed a rigorous customer segmentation and analysis to author and implement a growth strategy aimed at vertical markets.* Focused on sagging brand awareness, devising and deploying a multi-pronged marketing platform encompassing rebranding to reinvigorate the value proposition. * Formulated and deployed an aggressive sales strategy designed to increase penetration of the commercial and industrial sectors. * Managed and coached up to a 12-person geographically disparate sales team supported by 3 commercial/industrial engineers, 5 third party sales agencies and 2 administrators.

Came on board at this water treatment distribution company following the sale and subsequent merger with Fresh Water Industries Inc. (wholesale division), with the mandate to develop the California-based company’s Canadian operations in Eastern Canada.* Orchestrated the logistics of moving the company into a new facility, taking charge of everything from securing a favourable lease contract, to outfitting the warehouse with the appropriate racking system to house inventory.* Spearheaded the company’s Eastern Canadian HR function, taking on the responsibilities of recruiting, selecting, hiring and training of new employees across warehouse workers, sales team and administrative staff.* Developed and implemented numerous policies and procedures to foster smooth business operations, including SOP, reporting structures, shipping and receiving structures and a CRM to track daily sales activity.* Took the lead on developing an aggressive marketing strategy, taking a new path by advertising in magazines to boost the sale of water filters/systems, developed and launched new product catalog; resulting in a growth in sales in both management years.

Took over the family retail and wholesale water treatment business, successfully stepping up to the challenge of managing staff, retail operations and the wholesale network; doubling the business revenue in just 14 months. * Expanded business operations from a small local operation to provincial operations and ultimately across Eastern Canada, building the brand profile and market presence through online marketing, trade shows, and magazine ads* Motivated staff through the development and implementation of incentive programs, rewarding staff with bonuses for on-time deliveries, adherence to health and safety policies and SOP, as well as penalizing them for breakages and shortages.