New Unified Leadership Structure Strengthens Regional Strategy While Preserving Independent Operating Models of Midwich US and SFM
 

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.

SFM

• Website: https://www.sfm.ca/
• LinkedIn: https://www.linkedin.com/company/sfm

Midwich US

• Website: https://midwich.us/
• LinkedIn: https://www.linkedin.com/company/midwichus/

About Midwich Group

Specialization at scale.

Midwich Group is a network of businesses which partner with the world’s leading technology 
companies to accelerate their growth. Selling into over 50 countries from 23 global 
locations, the Group specializes in audiovisual technology - whether in state-of-the-art 
meeting rooms or on a festival main stage, our solutions help the world connect, 
communicate, or experience wow moments.

Taking technology further.

With services ranging from product distribution to complex system design, focused 
marketing campaigns to flexible financing solutions, and showcase events to seed funding 
for startups, the Group's ever-expanding offering is designed to add value and solve its 
partners' biggest challenges.

This has enabled the Group to maintain strong relationships with global manufacturers and 
a diverse customer base of over 21,000, including professional integrators, event production 
companies and IT resellers in sectors such as education, corporate, retail and live events.

Enabling tomorrow.

With over 1,900 employees across the UK and Ireland, EMEA, Asia Pacific and North 
America, the company is committed to being a responsible employer.

The Group wants to do the right thing and actively works to limit its impact on the 
environment and communities and recognizes the importance of giving back – find out more 
about our sustainability activities here.

Help us go further, together. 

Visit https://midwichgroupplc.com/careers/

 

For additional information, please contact:

Ying Khang
Vice President of Marketing
Midwich in the US
Phone: +1 (219) 627-1750
Email : [email protected]

Stéphane Vidal
Director of Marketing
SFM
Phone: +1 (514) 826-1903
Email: [email protected]

Kerry Doy
PR & Communications Manager
Midwich Group
Phone: +44 1379 649200
Email: [email protected]