PFX Announces Key Leadership Appointments to Support Strategic Growth and Integration

Strategic leadership transitions support post-acquisition integration and position PFX for continued growth and operational excellence.

PFX, the leading distributor in the pet specialty industry, today announced several senior leadership transitions and promotions as the company enters an exciting new chapter following the acquisition of select assets from Animal Supply Company (ASC).

“These leadership updates reflect our commitment to building a stronger, more unified organization,” said Michael Baker, President & CEO. “We’re aligning our people, priorities and processes to support long-term growth and continue delivering excellence for our partners.”

Jim Martin Retires as CFO After Three Years of Service

After three impactful years as Chief Financial Officer, Jim Martin officially retired on March 14, 2025. Jim’s contributions in building a strong financial foundation, driving collaboration and mentoring emerging leaders have left a lasting legacy at PFX.

“Jim’s steady guidance and integrity have helped shape who we are today,” said Baker. “We thank him for his service and wish him well in retirement.” 

Leadership Transitions and Appointments

Paul McCarron has been appointed Chief Financial Officer and will oversee Accounting, Financial Planning & Analysis (FP&A) and Procurement. Previously Chief Operating Officer, Paul brings deep experience in accounting and supply chain leadership and will continue to build on the strong financial groundwork laid by Jim Martin.

Elaine Rei-Lavalley will continue to lead the Accounting and Finance teams through this transition. She will be supported by Joe Meddings, Oleg Nikitin, Carmen Cochran and Michael Martin. Brian Fredricks, formerly ASC’s Director of FP&A, has joined PFX in the same role and brings with him a team of highly skilled FP&A professionals.

Tim Batterson, former CEO of ASC, along with John Long and Paul Mugerditchian, will play key roles in guiding and overseeing the integration process between PFX and ASC.

Phylicia Proulx, Chief of Staff, will support executive leadership in driving alignment and strategic initiatives. She will also serve as Interim Director of Purchasing Operations throughout the integration.

Brian Wyrostek, SVP of Business Intelligence & 3P/PS Leadership, will report directly to Michael Baker and continue leading initiatives such as Cost to Serve analysis, while overseeing Pet Superstores, 3PL and Continuous Improvement. Mike Neylon and his team will report to Brian.

Strengthening Commercial Strategy

As part of a unified commercial strategy, PFX is aligning Sales, Customer Experience, Vendor Development and Engagement & Innovation under one strategic vision. The company is pleased to announce the following promotions and new appointments:

• Joe Carras has been appointed Senior Vice President, Neighborhood Pet (NHP) Commercial Strategy. Joe will lead commercial initiatives across the business, leveraging his extensive background in merchandising and consumer goods, including leadership roles at ASC, PepsiCo and Target.
• Sarah Daniels has been named Vice President, NHP Sales. Sarah will lead the national sales team, working closely with Sales Directors Jenny Mutter, Michael Alavara and Amber Zarella.
• Kelly Pye has been promoted to Senior Director, Customer Experience and will collaborate with Directors Sarah Plants and Erick Joerin to deliver exceptional service.
• Stacey Picher has been appointed Senior Director, Engagement & Innovation. In this newly reimagined team, Stacey will evolve the former Marketing department into a forward-thinking, customer-centric function.

“These leadership changes mark an important milestone in our evolution,” said Baker. “We’re building an organization designed for agility, collaboration and growth. Our new leaders bring the talent, energy and vision needed to take PFX into the future.”

The leadership transitions support PFX’s broader strategy to strengthen operations, modernize systems and accelerate growth in the evolving pet specialty landscape.

Pet Food Experts is the No. 1 pet specialty distributor in the US, proudly serving more than 10,000 pet retail locations nationwide. With decades of experience, we’re not just a distributor—we’re a trusted partner, driving innovation and building meaningful relationships. Our industry-leading logistics network, which includes the largest cold-chain service in the industry, powers fresh and frozen deliveries to pet superstores, regional chains, farm & feed stores, independent pet shops and 3PL direct-to-consumer and veterinary clinic channels. We are dedicated to nurturing a healthy, vibrant pet ecosystem that supports the well-being of pets and the communities they call home.