Saniflo USA, a division of Group SFA, a worldwide leader in macerating and grinding toilets, has appointed Ruben Ceballos to the newly created position of business development manager for the East Coast, effective Jan. 27. He is based in Edison, New Jersey.

Like his counterpart on the opposite side of the country — California Business Development Manager Lupe Serrano — Ceballos will work with eastern plumbing and heating wholesaler-distributors and contractors to increase sales through plumber product trainings to help the trade better understand the various pumping solutions Saniflo offers.

“I’m ready to use my skills in sales, negotiation and market research to exponentially impact Saniflo’s growth,” said Ceballos, who added that he is prepared to analyze and improve marketing and sales operational performance.

Serrano graduated from Saint Peter’s University, Jersey City, in 2015, with a Bachelor of Science in marketing and an accounting minor. Prior to working with Saniflo, he held various inside and outside sales positions for the past five years with Praetorian Payments, Zeraus Defense and, most recently, Jaclo Industries.

“I am excited to be working with Saniflo,” said Ceballos, “and I am looking forward to building its success.”

Saniflo North America CEO Regis Saragosti believes that the East Coast offers numerous growth opportunities in the wholesale channel, and he is confident that Ceballos can implement strategies that will capitalize on that potential.

“Ruben’s sales and business-development experience makes him highly qualified to provide the proper product guidance and support to our East Coast distributors and their contractor customers,” said Saragosti. “We are confident that he will help us grow Saniflo’s presence in this key market.”