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Abby Gunderson

Abby Gunderson

Pet Food Experts Announces Key Executive Appointments

Pet Food Experts announced today three key appointments to its senior leadership team. Among the new executives, James Martin has joined as Chief Financial Officer and Seth Mayers as Chief Technical Officer. In addition, industry veteran Jim Alden, Executive Vice President, will now oversee the customer experience team. The growth of the leadership team further positions Pet Food Experts as a community leader and service innovator.

The expansion of our executive bench comes at a time of tremendous opportunity for PFX,” said Michael Baker, President and Chief Executive Officer of Pet Food Experts. "Seth and James are exceptional leaders who will challenge and evolve our strategic roadmap. They provide a greater depth of expertise and leadership to our business operations as we further our commitment to heighten the value for our retail community and brand partners.

Executive Vice President, Jim Alden, has been with Pet Food Experts since 2004 and his role continues to expand to lead the customer experience team with a heavy focus on elevating the entire suite of customer service, as well as restructuring the internal customer-facing teams to more advanced roles. “The time has come to evolve our customer experience team into specialized roles of thoughtful sales support, impeccable order management, and best-in-class customer service that will greatly enhance the overall customer experience.  It’s truly an exciting time for Pet Food Experts,” says Alden.” Jim’s announcement syncs with the promotion of Jen Haines to Director of Customer Experience West and Sarah Daniels to Director of Customer Experience East.

Newly appointed Chief Financial Officer, James Martin, joins PFX with over thirty years of experience. With a background as a financial analyst, manager of finance, financial cost management consultant, senior finance leader, and multi-year CFO, Martin has a proven track record of driving exponential growth and building high-performance teams. “What an exciting time for PFX and the pet industry. I am thrilled to be given the opportunity to join such a well-respected and highly professional team,” said Martin. “My goal is to assist in continuing its growth while helping to bring improved financial visibility to sustain the company's long-term success. I look forward to supporting everyone and maintaining the PFX culture of 'people-first’.” Martin has previously worked for DRT Holdings, General Electric Aviation, and Rhinestahl Corporation among others.

New Chief Technology Officer, Seth Mayers, previously worked for Infor Global Solutions from 1996  to 2008 as Technical Professional Services Director and Director of IT for Kamco Supply Corp from 2008 to 2022. Mayers graduated from Bentley College in 1995 where he majored in Computer Information Systems. “Pet Food Experts has a great culture and great people,” Mayers said. “I’m looking forward to leading a talented team of tech professionals and supporting our customers.” Mayers’ years of expertise will allow Pet Food Experts to build on its technological advancement and growth for both vendors and customers.

Leadership Announce Aug. 2022 (1)

The newest members of the leadership team join PFX just before its annual trademark event, PFEXPO East, to be held at Mohegan Sun in Connecticut in September. Alden, Martin, and Mayers are all based out of Pet Food Experts’ national headquarters in Pawtucket, Rhode Island.

About Pet Food Experts

Pet Food Experts (PFX) has been putting people first for over 30 years. PFX has grown to be a leading distributor of pet food and supplies, partnering with 6,500+ pet specialty retailers in 38 states across the U.S. PFX is an award-winning, relationship-driven service innovator offering best-in-class customer experience and delivering long-term success for its partners and industry at large. Learn more at, Facebook, Instagram, Twitter, and LinkedIn, or the company blog.

About Abby Gunderson

Abby joined the Pet Food Experts marketing team as the Marketing Manager in the summer of 2022. As a ten-year marketing veteran with a journalism background, Abby is thrilled to be working in the pet industry as an animal lover and advocate. When she's not creating marketing magic with the PFX team, you can find her in the White Mountains of New Hampshire either on a snowboard or in hiking boots, picking up a foster pup to give them a place to crash before they find their forever home, or hunting for a van to become an adventure home on wheels. Currently, she lives in Southeastern Massachusetts with her husband, two cats, and three dogs.