Counselor Top 40 supplier SRG (asi/84592) wants to grow its business in Canada.

The Toronto-headquartered company has tapped Sergio Munoz, a well-known member of the Canadian promotional products community, to lead the effort. SRG, formerly St Regis Group, has appointed Munoz to the role of senior vice president of sales for Canada.

Sergio Munoz, SRG (asi/84592)

“Sergio is a powerhouse in our industry — strategic, passionate and deeply respected,” said SRG CEO Mark Waisbrod. “His insight into the distributor world, paired with his supplier-side expertise, makes him a tremendous asset to our team and our customers.”

Munoz is excited to help spearhead sales acceleration for SRG in Canada.

“As a proud Canadian myself, I’ve had the pleasure of working with incredible people from coast to coast — and I can’t wait to get out there and reconnect,” Munoz said. “Having worked closely with distributors, I know their challenges — because I’ve lived them. That perspective gives me the tools to help them succeed. I’m energized and ready to deliver smart, strategic solutions that move business forward.”

“Sergio is a powerhouse in our industry – strategic, passionate and deeply respected.” Mark Waisbrod, SRG (asi/84592)

Munoz has more than 20 years of experience in the branded merchandise industry. Much of that time was spent on the supplier side of the business. For 14 years, he was with Ontario-based Debco, which is now part of Counselor Top 40 supplier HPG (asi/61966). Most recently, he was vice president of sales and marketing at Add Impact in Woodbridge, ON – a role he held for about 15 months. He’s also a member of the board of Promotional Products Professionals of Canada.

“I’ve known Sergio for over 20 years,” said Merrick Falkenstein, SRG’s chief revenue officer. “His drive, integrity and instinct for building relationships are unmatched. We’re excited to welcome him to SRG.”

Based on reported 2023 North American promotional products revenue of $68.8 million, SRG ranked 26th on Counselor’s most recent list of the largest suppliers in the industry.

Canadian-owned, SRG sells in both Canada and the United States, providing awards/recognitions, promo products and corporate gifts. Founded in 1999, SRG has facilities totaling more than 400,000 square feet in Markham, ON, and Chicago, IL. The firm said it employs more than 400 people.