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Winn Wise named Southwire COO; Asher, Hernandez assume SVPs

April 22, 2024 | By Anthony Capkun

April 22, 2024 – Winn Wise has been named executive vice-president and chief commercial officer at Southwire, effective April 29. He will lead commercial activities for the company and “drive continuous improvement of the customer experience”.

“I am honoured to take on this new role and am excited about the opportunities ahead for our team,” said Wise. “The moves we’re making as a company all centre around improving the customer experience and are positioning us for long-term, ongoing success.”

Wise joined Southwire in 1986 as an industrial engineer in the company’s Utility Products Plant and, later, moved into account management, where he gained experience in sales and marketing.

Since that time, Wise has served in leadership roles within Southwire’s OEM, Industrial, Commercial and Residential businesses. Most recently, he served as senior vice-president of Southwire’s Infrastructure business.


Southwire’s Electrical Distribution, National Accounts and Strategic Channels, Specialty Distribution, Retail and Canadian teams will continue to report to Wise.

Aaron Asher will assume the title of senior vice-president, Customer Experience, reporting to Wise. The company’s inside sales for Infrastructure and Electrical Products and Engineered Solutions (EP&ES) and Southwire Speed services teams will report to Asher.

Juan Hernandez has been named senior vice-president, Infrastructure, where he will focus on residential and commercial solutions sold through electrical distribution, retail, and specialty channels throughout North America.

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