Revenue Optics — a newly-formed sales transformation consultancy for distributors and other sales-oriented organizations — has found its marketing leader.

The Memphis, TN-based firm announced Sept. 4 that it has appointed Pamela Sims as Strategic Marketing Advisor.

Sims has more than 20 years of industry experience, including two decades at MRO parts supplier Motion, where she led marketing efforts to drive the company’s brand, digital transformation and promotions. She left the company in 2022, and since then has served as marketing director for travel management solutions provider ADTRAV before providing her own consultancy services.

At Revenue Optics, Sims joins fellow Motion veteran Ali Hasham, who founded Revenue Optics earlier this summer after spending the previous five years at the distributor as its North American Vice President of Sales.

“Private equity doesn’t wait five years for results. Neither do we,” Hasham said in a news release. “That’s why we’re aggressively building the engine now — and we’ve added Pamela Sims, a high-quality, seasoned operator with 20+ years of distribution experience, to our leadership bench. The caliber of talent we’re attracting signals exactly where Revenue Optics is headed.”

Revenue Optics noted that Sims’ appointment strengthens the firm’s ability to deliver value to the market through thought leadership for private equity firms; recruiting model positioning; market visibility; and advertising, public relations and partnerships.

“I’m thrilled to be supporting Revenue Optics and especially proud to work alongside my former colleague and friend, Ali Hasham,” Sims said. “It’s inspiring to see the growth of his new company and the impact it’s having on helping other businesses’ scale. I’m excited to contribute to its current momentum and future success.”

Hasham was featured in MDM’s Aug. 27 webcast, “Winning the Next Generation – How Distributors Can Connect, Sell and Grow with Tomorrow’s Buyers,“ sponsored by Trade Hounds. Check it out free on-demand.