Saniflo USA, a division of Group SFA, the manufacturer of above-the-floor macerating and grinding toilets and drain pumps, has announced a major restructuring of its national sales team with promotions for a trio of veteran sales managers.

Regional Sales Director Christopher Peterson was named to the new position of national sales manager, reporting to Saniflo North America CEO Regis Saragosti; Regional Sales Manager Kevin Schink was appointed regional sales director for the East coast, also a new management position that reports to Peterson; and West Coast Business Development Manager Lupe Serrano was promoted to the third new post in the restructuring, regional sales manager for California, also reporting to Peterson. All of the appointments were effective Jan. 1.

“Saniflo USA delivered a very strong sales performance last year,” reports Saragosti. “These three promotions recognize the contributions each of these managers made in 2020 and before, while also reflecting the ongoing growth of our brand and the expansion of our trade customer base throughout the United States. With this restructuring, we will continue to meet the needs of Saniflo wholesaler-distributors and contractor-installers and grow our business with them.”

Based in Arizona, Peterson, in his new position, will oversee larger, national plumbing wholesaler accounts, while also working with Saniflo’s expanding regional manager team around the country. Peterson joined Saniflo USA in November 2006 and has spent his entire 15-year career there in various sales and marketing positions. As a senior sales manager, Peterson has created a unique awareness for the brand among both plumbing and remodeling professionals.

Peterson is a graduate of the Thunderbird School of Global Management with a Master’s degree in business administration in international business to business marketing.

Schink, a six-year veteran with Saniflo USA, will now oversee the Saniflo network of independent sales agencies throughout the Eastern third of the United States, including New England, after spending the past five years calling on plumbing wholesalers and contractors in the Mid-Atlantic region. Last spring, he was actively involved in the COVID 19 emergency response, supplying Saniflo product to help transform public spaces, such as the New Jersey Expo Center, into alternate care facilities for coronavirus patients. Based in Hoboken, New Jersey, Schink is a graduate of Susquehanna University with a Bachelor’s degree in marketing.

Since joining Saniflo USA in January 2019, Serrano has concentrated on building brand awareness with professional plumbing contractors in Southern California, according to Peterson. Serrano’s new role will involve developing sales and marketing programs with wholesaler-distributors, driving demand for Saniflo product.

“From his base in Los Angeles,” says Peterson, “Lupe will also coordinate trainings with local vocational and trade schools and unions, promoting careers in the professional plumbing trade and helping to build California’s future workforce.”

Serrano graduated from the University of California, Santa Cruz, in 2014 with a Bachelor's degree in political science.

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