UAP announces leadership appointments

Montreal-based UAP announced that it has made some organizational changes and made new appointments.

The purpose of these changes, the group said in an announcement, is aimed at reinforcing its strategic position and being a leader in the Canadian aftermarket.

“As we look ahead, we recognize the need to evolve our organization to meet the demands of a dynamic market and ensure we remain the trusted leader in our industry, said Alain Masse, president of UAP, which offers products and services through the NAPA, Altrom and Traction brands. “These changes are designed to drive synergies, enhance operational efficiency, and position the company for long-term success in the automotive and heavy vehicle sectors.”

Among the key leadership appointments, Alain Primeau (seen in the feature photo) is now executive vice president of UAP. In this role, he will oversee the automotive division of NAPA and Altrom. Primeau will also continue to lead the heavy vehicle division.

Roy Moussa will now serve as senior vice president of NAPA. He will oversee operations from British Columbia to Ontario and continue to lead major accounts.

Jeff Van de Sande will now report to Moussa, while still leading NAPA Ontario and Altrom. He will focus on organic growth and new distribution opportunities.

Alex Rossetti will move from vice president of product management for NAPA/Altrom to senior vice president of product management for UAP. He will now oversee product management for both the automotive and heavy vehicle divisions.

Chris Kinghorn is now vice president of digital and sales enablement, focusing on optimizing UAP’s digital platforms for both the automotive and heavy vehicle divisions to enhance the customer experience and improve efficiency. He will lead the company’s generative AI initiatives and identify and implement such projects.

Other structural changes have been made, such as John O’Dowd, vice president of marketing for NAPA, will now oversee marketing for both the automotive and heavy vehicle divisions. Marc-Philippe Beaudoin, vice president of product management, inventory and pricing for the heavy vehicle division, will now report to Alex Rossetti. He will focus on supporting the integration of the product activities of the specialized divisions Saniquip, Bergor and Master Sourcing.