Work experience

• Vice President & General Manager

  Exertis PRO AV

  2019.01-Current

  (8 years)

  Canadian Operations · Oakville, ON Appointed to lead the Canadian division of the world’s oldest and largest Pro AV distributor, functioning as Country Manager America CEO and Board. Directed a 14-member cross-functional leadership team across Sales, Business Development, Marketing, Product Management, and Operations. Led a team managing $10M in inventory, with personal purchasing authority up to $1M per order. • Directed vendor negotiations across all major agreements, rebate structures, and channel programs — personally leading critical deals with Samsung, LG, NEC, Sony, and others to secure terms that underpinned margin performance. • Owned the annual operating plan and budget cycle — managing against a $45M+ revenue target, controlling expenses, and delivering performance reporting to North America leadership and the Board. • Positioned Exertis Canada as the fastest-growing and most diverse Pro AV business in North America, with 57% women in leadership — an industry first. • Led the COVID-19 organizational response: executed a 50% workforce reduction at the onset, then rebuilt and expanded the team over the following 18 months — adding product management and purchasing functions previously managed by the U.S. parent, effectively repatriating operational control to Canada. • Drove new operations and back-office infrastructure from scratch within 90 days following the U.S. parent transition, migrating reporting, systems, and vendor/reseller relationships to a fully autonomous Canadian structure. • Delivered revenue growth of +19.5% in 2022 and +9.1% in 2023 against a stagnant industry backdrop, while expanding margins by +40% and +28% in the same years — outperforming the market in both revenue and profitability. • Delivered the company’s all-time best sales month in March 2023 — $5.5M, representing 179.9% YoY growth. • Took significant market share from larger, less agile national distributors by competing on service depth, relationship strength, and flexibility — particularly in segments where scale players couldn’t respond quickly. • Expanded reseller base by 148 new partners in 2023, generating $4.5M in incremental revenue; served on the Global Pro AV Council, shaping international strategy and positioning Canada at the forefront of AV, UC, and IT convergence. • Conceived and launched the Plug-in to Exertis PRO AV Tour—abi-annual 8-city conference that became the largest distributor-led event series in Canadian Pro AV, drawing 100+ resellers per city and a record 200+ in Toronto. • Led all marketing strategy — personally pitching and closing vendor marketing programs that generated $1M+ in revenue at 45% margin, encompassing co-op and MDF deployment, eBlast campaigns, and sponsored events. • Built a reputation for creating unforgettable brand experiences — from Canada Night at InfoComm, which became the most talked-about industry event at the show (lineups down the street, custom merchandise still worn by attendeesyears later), to intimate hospitality events where the quality of the experience consistently outshone larger, more formal competitor offerings and cemented relationships that drove long-term revenue. • Served as the senior executive voice of the brand across Canada — presenting and speaking at company-hosted events, trade shows, and partner forums nationwide, including a flagship InfoComm 2023 event with 500+ resellers. • Reported directly to the Board and North America CEO, regularly presenting business performance, strategic initiatives, and market outlook — providing the visibility and accountability expected of a Country Manager. • Leveraged Salesforce, Microsoft Dynamics, and Power BI to drive CRM discipline, pipeline visibility, sales productivity, and data-informed decision-making across the leadership team. Signature Achievement: Positioned Exertis Canada as the fastest-growing and most diverse Pro AV business in North America, with 57% women in leadership — an industry first.
• Director

  SYNNEX Canada Limited

  2015.01-2019.01

  (4 years)

  Built and led SYNNEX Canada’s flagship Visual Technology initiative spanning Digital Signage, Commercial AV, Unified Communications, Video Conferencing, POS, SaaS, AIDC, Access Control, and Physical Security. Led five senior leaders across Product Management, Business Development, Sales, and Marketing. Oversaw $25M in inventory ($250K PO authority). • Scaled revenue from under $30M to $120M in under four years—afourfold increase that moved the business from #3 to undisputed #1 in the Canadian market. • Engineered a defining channel deal with CDW by responding to their tender at -2.5% margin—acalculated move to dominate vendor inventory in the channel and lock in the relationship. Structured contract exceptions on shipping and special orders to protect profitability, turning a strategic entry price into a sustainable account. CDW alone grew to represent ~$30M in annual revenue and was central to achieving the $120M milestone. • Expanded net margins by 19% through product portfolio innovation, differentiated go-to-market strategies, and disciplined resource and inventory management. • Secured strategic vendor and reseller partnerships with pricing models and channel programs designed to maximize competitiveness — creating structural advantages that outlasted the role. • Built a team culture recognized across the industry for performance and retention, establishing SYNNEX VISUALSolv as a destination for top talent in the Canadian Pro AV market. Signature Achievement: Delivered sustained market leadership held for 6+ years beyond tenure—atestament to the durability of the strategy, team, and vendor relationships built.
• Managing Director & Founder

  MXN Media

  2006.01-2014.01

  (8 years)

  Dubai, UAE · MENA Region Founded and scaled a SaaS, managed services, and content-as-a-service business specializing in digital signage and AV integration across the Middle East and North Africa — long before the world had a name for it. At a time when the industry sold hardware and walked away, built a fundamentally different model: remote network monitoring, subscription content creation, and software-driven platform delivery combined with AV integration, rental, and staging across a 25-member team. Peak revenue: $35M USD. • Built a multi-country operation across the Middle East and North Africa — establishing delivery capability, reseller partnerships, and enterprise client relationships in markets where digital signage was still emerging. • Won landmark enterprise and government contracts, including a major network rollout for Emirates Bank — one of the largest digital signage deployments in the region at the time. • Generated $3M in personal sales (10% of total revenue) while structuring enterprise contracts, pricing models, and SLAs that protected margins and secured long-term client relationships. • Operated a NOC (Network Operations Centre) providing 24/7 remote monitoring and management of client digital signage networks—amanaged services model years ahead of standard industry practice. • Built an in-house creative team delivering content-as-a-service on subscription — serving 25+ clients at a time when the regional market treated content as a one-time cost. Developed tiered packages including an unlimited content subscription that differentiated MXN from every competitor in the market. • Content services generated approximately 20% of company revenue at margins significantly above the hardware and integration business — the first recurring, high-margin revenue stream in the regional AV industry. • Reduced operating expenses by 15% over 2007–2009 through KPI-driven budget discipline, protecting profitability during a challenging regional economic period. Signature Achievement: Transformed MXN Media into a recognized MENA leader in Digital Signage — combining SaaS platforms, NOC-based managed services, and a first-of-its-kind content-as-a-service subscription model into a scalable, high- margin, recurring-revenue business. Pioneered all three ‘as-a-service’ streams in the Middle East nearly a decade before they became industry standard.
• General Manager

  Zoom Media

  2005.01-2006.01

  (a year)

  Recruited to launch Dubai operations for a global technology integrator. • Built full operations from zero: infrastructure, staffing, sales pipeline, and service delivery. Signature Achievement: Led deployment of the Middle East’s largest single-site digital signage network at the Dubai World Trade Centre—alandmark installation that became the regional benchmark.
• President

  CT Group Inc

  2003.01-2005.01

  (2 years)

  Directed Sales, Business Development, Marketing, and Customer Service for a telecom reseller of long-distance routes across Canada and the U.S. • Restructured sales and service operations to improve customer retention and sharpen the company’s competitive position in a crowded long-distance reseller market. Signature Achievement: Pioneered international expansion by establishing CT Group LLC in Dubai in 2004, managing all start-up operations end-to-end. BOARD ROLES & COMMUNITY LEADERSHIP • Founder, Chantal Boucher Memorial Foundation — Annual grant supporting Concordia University Residence Advisors. • Football Coach, Holy Trinity Catholic High School. • Board Member & Advisor across Pro AV and Technology sectors.

Educational experience

• Concordia University

  Arts

  1986.12-1991.12

  (5 years)

Languages