Midwich Group announced a reorganization of its leadership structure in North America.

This restructuring is designed to better leverage the combined strengths of Midwich US and SFM (a Midwich Group company), while enhancing service and support across the United States and Canadian markets.

The new structure formalizes a holistic approach to regional leadership, maintaining the distinctive business models, local leadership teams, and operational independence that drive success in each market. Midwich US and SFM will be better positioned to strengthen partnerships, expand market reach, and deliver greater value to customers and vendors throughout North America.

Key appointments to the North American leadership team (effective immediately):

• Ghyslain Berger has been appointed Chief Executive Officer (CEO) for North America, assuming regional CEO responsibilities. Ghyslain has been part of SFM’s executive team for over 7 years, 6 of them as COO, and more recently as President.

• Chantal Baraniuk Morin takes on the dual role of Chief Operating Officer (COO) and Chief Financial Officer (CFO) for North America. In this expanded capacity, all Finance, HR, IT, and Operations functions for both Midwich US and SFM will report to her leadership. Chantal brings over 6 years of experience with the organization.

• Monique Rezaei joins as Chief Revenue Officer (CRO) for North America. Well-known in the AV industry, Monique brings extensive channel experience from senior leadership positions at HP/Poly and, most recently, Microsoft. Sales, Marketing, and Services functions will report to her leadership while continuing to be managed locally.

• Tyler Brebberman has been appointed Chief Vendor Officer (CVO) for North America, taking on leadership responsibility for all Business and Brand Management functions across the region. Tyler brings over 10 years of experience with Midwich.

• Randal Tucker transitions to the role of Executive Advisor to the CEO. In this strategic capacity, he will advise on matters of strategy and overall direction, with a particular focus on Professional Services and other strategic global business initiatives.

Bobby Swartz will step down from his role as CEO of Midwich US to pursue a new opportunity within the industry.

I would like to express my deepest gratitude to Bobby Swartz for his significant contributions to the growth of the US business in recent years, said Tom Sumner, Chief Strategy Officer (CSO) at Midwich Group.

Strategic vision for North America

“These organizational changes will allow us to more effectively leverage our combined capabilities, delivering enhanced value across the region while preserving the unique strengths that drive success for each business in their local markets”, said Ghyslain Berger, CEO for North America. “Our guiding principle of ‘think global, act local’ will remain at the heart of our North American strategy as we move forward”.

Maintaining operational independence

While best practices will be shared where it makes business sense, Midwich US and SFM will continue to operate in their respective markets under their distinct business models, go-to-market strategies, and value propositions, supported by their individual business systems.

With strong management teams in place at both companies, Midwich Group remains confident in their ability to continue driving business success and delivering exceptional customer experiences at the local level.