ProfitOptics expands leadership team
ProfitOptics, a performance improvement partner for distributors and manufacturers, has added two seasoned distribution leaders to its executive team: Brian Cox as vice president of pricing strategy and Brandon Lassiter as vice president of data solutions.
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| Brian Cox |
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| Brandon Lassiter |
Both bring decades of expertise, strengthening ProfitOptics’ ability to deliver measurable growth and long-term impact for distribution and manufacturing clients.
Cox brings decades of experience leading pricing organizations in distribution, including Imperial Dade and Global Industrial. From building pricing teams inside global enterprises to implementing enterprise-wide pricing platforms, he has seen firsthand how pricing shapes finance, operations, merchandising, and sales.
“I’ve walked in their shoes,” Cox said. “I know how hard it is to balance competing priorities and still move the business forward. That’s why I’m excited to serve and support pricing leaders — helping them strengthen their role inside the organization and deliver results that stick.”
At ProfitOptics, Cox will focus on helping clients:
- Build and scale modern pricing solutions
- Implement systems that tie directly to margin growth
- Align sales, finance, and operations around pricing
- Apply analytics as a continuous driver of innovation
“Brian brings a rare combination of deep industry expertise and pragmatic leadership,” said Geoff Marlatt, CEO of ProfitOptics. “He understands distributors and manufacturers because he’s been in their shoes — and he knows how to translate pricing into measurable growth.”
Lassiter has built his career at the intersection of business and technology — leading enterprise-scale data and analytics initiatives at Ferguson and helping teams realize outcomes from digital transformation. From designing cloud analytics platforms to shaping AI strategies, his work has always focused on one outcome: translating data into clarity and business impact.
“Data creates value when it connects to business outcomes,” Lassiter said. “My role is helping technology teams deliver impact and helping business leaders see what’s possible when they have the right insights at the right time.”
At ProfitOptics, Lassiter will focus on:
- Building trusted data systems that align with business goals
- Turning complexity into actionable insights through analytics and AI
- Simplifying decisions and workflows to drive measurable impact
“Brandon is exactly the kind of leader our clients need right now,” said Marlatt. “Our focus is on closing the performance gaps that drain margin, stall growth, and slow decisions. Brandon strengthens our ability to deliver on that promise. His experience in large-scale data transformation and his vision for how distributors stay competitive with data will help us continue to raise the bar on results for our customers.”
INDUSTRIAL SUPPLY MAGAZINE
The September/October issue of Industrial Supply magazine features an in-depth cover story about American Producers Supply. Plus, we're featuring articles by contributing writers Dr. Bharani Nagarathnam and Frank Hurtte, as well as interviews with numerous product and distribution industry experts.
