October 15, 2025 – Midwich Group today announced a reorganization of its North American leadership structure, designed to better leverage the combined strengths of Midwich US and SFM (a Midwich Group company) while enhancing service and support across the US and Canadian markets. The new structure formalizes a holistic approach to regional leadership while maintaining the distinct 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.
The restructured North American leadership team includes the following appointments, effective immediately:
Ghyslain Berger has been named Chief Executive Officer for North America, assuming regional CEO responsibilities. Ghyslain has been part of SFM’s executive team for over 7 years, 6 of which as COO, and more recently as President.
Chantal Baraniuk Morin assumes the dual role of Chief Operating Officer and Chief Financial Officer 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 for North America. A familiar face within the AV industry, Monique brings extensive channel experience from senior leadership positions at HP/Poly and, most recently, Microsoft. All Sales, Marketing, and Services functions will report to Rezaei’s leadership while continuing to be managed at the local level.
Tyler Brebberman has been appointed Chief Vendor Officer 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 to this role.
Randal Tucker transitions to the role of Executive Advisor to the CEO. In this strategic capacity, Randal will advise on matters of strategy and overall direction with particular interest in Professional Services and other strategic global business initiatives.
Bobby Swartz will be departing his role as CEO of Midwich US to pursue a fantastic opportunity within the industry. “I would like to express my deep gratitude for Bobby Swartz’s significant contributions to the progression of the US business over recent years,” says Tom Sumner, Chief Strategy Officer at Midwich Group.
Strategic Vision for North America
“These organizational changes will enable us to more effectively leverage our combined capabilities, delivering enhanced value throughout the region while preserving the unique strengths that drive success for each business in their local markets,” says Ghyslain Berger, Chief Executive Officer 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 sharing best practices 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 is confident in their capability to continue driving business success and delivering exceptional customer experiences at the local level.
- Midwich Group Announces Comprehensive Leadership Restructuring for North American Operations - October 15, 2025
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