January 19, 2021

Saniflo USA, a division of Group SFA, the world leader in 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. All of the following appointments were effective Jan. 1, 2021.

• Christopher Peterson, regional sales director  (above, center), has been named to the new position of national sales manager, reporting to Saniflo North America CEO Regis Saragosti.
• Kevin Schink, regional sales manager (left), has been appointed regional sales director for the East Coast, also a new management position that reports to Peterson.
• Lupe Serrano, West Coast business development manager (right), has been promoted to the third new post in the restructuring: regional sales manager for California, also reporting to Peterson.

“Saniflo USA delivered a very strong sales performance last year,” said 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, NJ, Schink is a graduate of Susquehanna University with a bachelor’s degree in marketing.

Since joining Saniflo USA in Jan. 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, 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,” said Peterson.

Serrano graduated from the University of California, Santa Cruz, in 2014 with a B.S. in political science.