Saniflo USA, a division of Group SFA, the worldwide leader in macerating and grinding toilets, has appointed Lupe Serrano to the newly created position of business development manager for the entire state of California. Based in Santa Ana, he reports to Chris Peterson, western regional sales manager for Saniflo.

In his new role, effective Jan. 7, 2019, Serrano will work with Saniflo wholesaler-distributors and plumbing contractors to increase sales through plumber product trainings to help the trade better understand the various pumping solutions Saniflo offers. 

“In addition, I will identify new opportunities where the end user can benefit from Saniflo’s technology,” said Serrano, adding that he will use his Spanish-speaking skills to better connect with Southern California’s growing Hispanic population. 

Serrano graduated from the University of California, Santa Cruz, in 2014 with a Bachelor of Science in political science. Prior to working with Saniflo, he held various inside and outside sales positions for the past four years with Automobile Club of Southern California, UniFirst Corporation and, most recently, Senju Sprinkler. “I am excited to be working with Saniflo,” said Serrano, “and I am looking forward to building its success in my home state.”

Saniflo North America CEO Regis Saragosti believes that California offers numerous growth opportunities in both the wholesale and retail channels, and he is confident that Serrano can implement strategies that will capitalize on that potential.

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