ADJ restructures USA sales team for further growth

Four well-established ADJ team members are being redeployed into new strategic roles.

The ADJ Group has restructured its USA Sales Team to provide a solid foundation for further growth in 2023. Firmly established as a mid-level entertainment lighting brand, ADJ’s product range offers an attractive combination of functionality, reliability, and value which is proving increasingly popular in both the rental/production and installation/integration sectors. To better serve customers in both these markets, as well as the traditional retail supply chain, four well-established ADJ team members are being redeployed into new strategic roles.

Having been with the company for 28 years, most recently in the role of USA National Sales Manager, Alfred Gonzales has been promoted to the position of Director of Sales. In this new role, Alfred will take personal responsibility for the company’s top production and rental customers while also working to further build the ADJ brand nationally. This will be achieved through seeking out new business, cultivating relationships with both customers and Lighting Designers, and developing increased product awareness and demand in the marketplace.

Another internal transition will see Edgar Bernal, previously a Regional Sales Manager, take on the role of USA National Sales Manager. Having spent the last 10 years in the ADJ Sales Team, Edgar has an extensive technical knowledge of the company’s product portfolio and deep relationships both internally and with customers. Covering the rental, integration and retail markets, Edgar will personally look after all National Accounts while also working with the company’s internal Sales Team and external Sales Reps.

“I am extremely excited for the future of ADJ as we continue to establish our brand in the mid-market of the production/rental industry, while simultaneously expanding our integration sales and maintaining a strong retail presence,” comments Alfred Gonzales. “I look forward to the new challenges the Director of Sales role will bring, particularly strengthening relationships and building new ones with production companies across the country. I am also pleased to see Edgar’s hard work and drive recognized in his promotion to National Sales Manager. Edgar shares my passion for the ADJ brand and understands the importance of developing meaningful relationships with customers built on a solid foundation of trust, and I am sure he will continue to excel in this new role.”

Ensuring a continued focus on ADJ’s retail business, Brad Reid, a 30-year ADJ veteran, will take on the responsibility of Retail Sales Manager. This will be in addition to his existing role as Key Accounts Manager, a position he has held for the past 15 years. In addition to managing select key national accounts, Brad’s focus will be supporting ADJ’s network of brick and mortar, as well as online, retailers throughout the USA.

Finally, Tom Freret, who has served as ADJ’s Regional Sales person for the Rocky Mountain area will have his territory enlarged to include the Pacific Northwest. Tom has worked for the ADJ group for 20 years, filling various positions, but has excelled recently in the role of Regional Sales person. In recognition of this, he will now have responsibility over an extended area, providing hands-on sales support to existing customers as well as seeking out new business.

“I am confident that these positive, proactive changes to the structure of our USA Sales Team will put the ADJ Group in the best possible strategic position for continued growth across all the market segments we serve: production/rental, integration/installation, and retail/online,” comments ADJ’s CEO, Toby Velazquez. “All four of the team members who are taking on new roles as part of this restructure are seasoned industry professionals with extensive experience. They have also each demonstrated significant loyalty to the company – clocking up almost 90 years of service between them – and exemplify the ADJ ethos of hard work and dedication to customer service as does our entire staff. With a great team in place, together with a solid product line, I am optimistic that 2023 and beyond will see our business grow from strength to strength.”

The restructuring of the ADJ USA Sales Team will take place immediately, with Alfred, Edgar, Brad, and Tom taking up their new roles effective of February 1st, 2023. The ADJ Group of Companies include ADJ Lighting, Avante Audio, Eliminator Lighting, Accu-Cable and American Audio.