Richmond, VA-based ProfitOptics, a software, AI and data solutions partner for distributors and manufacturers, announced the addition of 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.

Cox brings decades of experience leading pricing organizations at multi-billion-dollar distributors and manufacturers, including Imperial Dade and Global Industrial. At ProfitOptics, he will be responsible for helping clients build and scale modern pricing solutions; aligning sales, finance and operations around pricing; and implementing systems that tie directly to margin growth.

Lassiter will lead initiatives in data strategy, AI-driven insights and operational performance for distributors and manufacturers. Prior to joining ProfitOptics he was responsible for leading enterprise-scale data and analytics initiatives at Ferguson.

“Brian brings a rare combination of deep industry expertise and pragmatic leadership. He understands distributors and manufacturers because he’s been in their shoes — and he knows how to translate pricing into measurable growth,” said Geoff Marlatt, CEO of ProfitOptics. Brandon is exactly the kind of leader our clients need right now. 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.”