PFX announces leadership changes following acquisition

PFX has announced several leadership transitions as the company moves forward with its integration of select assets from Animal Supply Company (ASC). The changes include a new chief financial officer, key commercial strategy appointments, and the retirement of CFO Jim Martin.

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

Financial leadership updates    

Jim Martin retired as CFO on March 14, 2025, after three years with PFX. Paul McCarron, formerly chief operating officer, has been appointed CFO and will now oversee accounting, financial planning & analysis (FP&A), and procurement.

“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.”

Elaine Rei-Lavalley will continue leading accounting and finance during the transition, supported by Joe Meddings, Oleg Nikitin, Carmen Cochran and Michael Martin. Additionally, Brian Fredricks, previously ASC’s director of FP&A, has joined PFX in the same role.

Integration leadership

Tim Batterson, former ASC CEO, along with John Long and Paul Mugerditchian, will oversee the integration process between PFX and ASC. Phylicia Proulx, chief of staff, will support executive leadership in aligning strategic initiatives and will serve as interim director of purchasing operations.

Brian Wyrostek, SVP of business intelligence & 3P/PS leadership, will report directly to Baker and continue leading cost analysis and operational improvements, including oversight of pet superstores, 3PL, and continuous improvement.

Top row (left to right): Joe Carras, Sarah Daniels, Kelly Pye.
Bottom row (left to right): Sarah Plants, Erik Joerin, Stacey Picher.PFXCommercial strategy realignment

PFX is consolidating sales, customer eperience, vendor development, and engagement & innovation under a unified commercial strategy:

• Joe Carras has been appointed SVP, neighborhood pet commercial strategy, leveraging experience from ASC, PepsiCo and Target.
• Sarah Daniels has been promoted to VP, NHP sales, overseeing sales directors Jenny Mutter, Michael Alavara and Amber Zarella.
• Kelly Pye has been elevated to senior director, customer experience, and will collaborate with directors Sarah Plants and Erick Joerin.
• Stacey Picher has been named senior director, engagement & innovation, leading a reimagined marketing function focused on customer engagement.

“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.”

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

With a history spanning over 80 years, PFX has evolved into a premier distributor of pet food, treats, toys and supplies, servicing over 10,000 pet retail locations nationwide. 

Adapted from a press release.