With more than 25 years of experience serving the Hospitality industry, Heidi is responsible for Hospitality sales throughout the Americas. She provides direction and leadership to the Hospitality Regional Sales Managers and the Hospitality Inside Sales Representatives. Since joining SICO® in 1994, she has held a number of sales positions in a variety of markets in her tenure with the company. Heidi holds a Masters of Art in Leadership from Augsburg College, Minneapolis MN, and earned her under graduate degree from Cardinal Stritch University, Milwaukee, WI.
Hospitality Sales Team
Whether you are looking for a portable stage, dance flooring, room service tables, luggage carts, folding tables, buffet stations and more, our experienced sales team is ready to assist.
Hospitality Sales Support
Roberto’s territory includes Mexico, Latin America and South America. Roberto joined SICO® in 2007 with more than 15 years experience in the hospitality industry specifically in this part of the Americas. His background includes business development positions at Interval International, Konica Minolta and Trendwest Resorts. Roberto is fluent in Spanish and earned his business administration degree from Universidad Nacional Autonoma de Mexico.
Jeff is responsible for the Midwest U.S. and Canada. His territory includes: North Dakota, South Dakota, Minnesota, Wisconsin, Nebraska, Iowa, Illinois, Kansas, Missouri and Oklahoma. Before joining SICO® in 2012, Jeff held sales and territory management positions at Rykoff-Sexton, Alliant Foodservice, US Foodservice and Edward Don & Company. Jeff studied business at the University of West Georgia in Carrollton, GA.
Tom has been responsible for the Texas territory for over 25 years. Prior to SICO® he was Sales Manager for a commercial laundry equipment company. Tom has 34 years in the hospitality industry and has served in the military earning a U.S. Army Purple Heart and a Bronze Star.
Jim is responsible for the Northeast territory (excluding New York, New Jersey, and Connecticut). He began working at SICO® in 2006, and then moved to the Hospitality team in 2008, where he has been ever since. Prior to SICO®, Jim was in sales for Micro D Computer Software, and VP Sales & Marketing for Sumter Cabinet Co (bedroom & dining room furniture manufacturer). He also earned a degree from Lenoir-Rhyne College in North Carolina.
Bruce has been a member of the hospitality sales team since joining SICO® in 1994 with additional territory responsibilities added in 2015. His territory includes: California, Nevada, Oregon, Washington, Idaho, Montana, Utah, Arizona, New Mexico, Colorado, Wyoming, and internationally, Guam and Micronesia. Prior joining SICO®, he was with EDS Solutions and CINTAS Uniforms. Bruce has earned top sales awards in 15 of the last 21 years and a communications degree from Stephen Austin State University in Texas. Bruce is an active volunteer member of the San Diego Sheriff Search and Rescue Team.
A 30 year veteran of the Hospitality industry, Reid joined SICO® in 2000, and is responsible for sales in Connecticut, New York, New Jersey, Georgia, Florida, Louisiana, Mississippi, Alabama, Tennessee, Florida, and the Caribbean Islands. Reid’s experience includes sales roles at Nalco Diversified Technologies and Swissotel in Atlanta. He earned the Master Hotel Supplier certification with the American Hotel and Lodging Association. He is a graduate of the Georgia State University and resides in Atlanta, GA.
As an Inside Sales Representative Ryan partners with Jeff Espy and Tom Guerrero covering the Midwest U.S., Texas and Canada regions. Ryan’s sales experience includes positions at Lifetime Fitness, Capella University, Wells Fargo and Arrow electronics. Ryan studied business and kinesiology at Arizona State and Mesa Community college.
As an inside sales representative for the hospitality team since 2013, Kelli has responsibility for teaming with Sales Manager Reid Renouf to cover seven states in the Eastern U.S., and The Caribbean. She earned her degree in Physical Education and Health from Concordia University, St. Paul, MN, prior to being an Admissions Representative for a consortium of private educational institutions.
Since 2011, Julie provides inside sales support teaming with Bruce Ireland covering 11 Western States including Alaska, Hawaii, and Guam. After earning her Bachelor’s degree at University of Arizona, Julie owned a company that served as a manufacturer’s Rep Group/Distributor. Previously, she also worked as a District Manager for a Regional and National Restaurant Dealer and owned a small catering company. She was recognized as Arizona Business Woman of the Year.
As an Inside Sales Representative, Keith partners with Jim Hollomon and is responsible for 16 states for the Northeast territory. Keith was with SICO® from 2008-2012, then returned in 2015. His sales experience includes positions at AVI Systems, Best Buy and Katun Corporate. He earned his degree in marketing and business management from Mankato State University, Mankato, MN.
New to the team in 2016, Alyssa brings more than 10 years of customer service experience to SICO®. Previously, Alyssa worked as a paralegal in a law firm managing the administrative details of the office. She also traveled with Cirque du Soleil in a merchandising and customer service role. Alyssa earned degrees in Spanish and Liberal Arts from the University of Minnesota and Normandale Community College.