Welcome Aboard: Industry Welcomes New Hires

Appointments include new DM at ProSource, sales chief at Serta

By Alan Wolf, YSN

This year, the changing of the seasons was accompanied by a changing of the phone directories at ProSource, Serta Simmons and Traeger.

Steve Simon

New to ProSource is Steve Simon, the group’s new Southeast district manager. Simon joins the AVB tech affiliate from Apple, where he served as a store leader and business manager for the past 13 years.

“We are happy to have Steve Simon join ProSource,” said Frank Marengo, director of sales, CI members. “Over the past few weeks, Steve has been rapidly absorbing and expanding his knowledge of the ProSource brands and education solutions. I believe that Steve’s extensive and successful background from account management, new business development and developing employees will be a great resource for our ProSource members.”  

Simon is based in Louisiana and in his new role will be working with ProSource members in Texas, Louisiana, Mississippi, Alabama, Georgia, Florida and the Carolinas.

Meanwhile, Serta Simmons Bedding (SSB) will welcome the newest addition to its executive leadership team later this month when Dominick Azevedo comes aboard as chief sales officer, heading the company’s sales function.

He succeeds Derek Miller, who assumes a new sales role focusing on key national accounts, and will report directly to CEO Shelly Huff.

Azevedo brings more than 30 years of bedding marketing, merchandising and sales experience to Serta, including a decade at SSB precursor Simmons Bedding Co., where he rose to executive sales VP. He most recently served as vice president of merchandising and new business development at City Mattress, a regional retailer with stores in Florida and New York.

“Over the past 18 months, we have strengthened our retail partnerships to drive greater impact of our trusted brands at retail,” Huff said. “Dom’s industry expertise and proven track record in both merchandising and generating sales growth will enable us to accelerate these efforts and further enhance our leadership position in the market.”

Elsewhere, Traeger, parent of Traeger Grills, the wood pellet grill resource, has tapped Brendan Welch to head up product development and technical execution as executive VP of engineering. Welch joins Traeger with over 20 years of consumer product experience at premium brands including Sonos and Bose.

“We are very excited to add Brendan to the leadership team,” said Traeger CEO Jeremy Andrus. “His extensive focus on consumer product experience, technical excellence and his ability to bring industry-leading products to market make him uniquely qualified to introduce a new level of product development execution to Traeger. We are confident that Brendan will be a key driver in Traeger’s mission to bring people together to create a more flavorful world.”

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