Appointment extends his leadership to commercial strategy and customer growth across North America.
ST-BRUNO-DE-MONTARVILLE, QC, Oct. 29, 2026 /CNW/ -- The Master Group, Canada's largest HVAC-R distributor and one of North America's leading industry players, today announced the appointment of Keith Strachan as Chief Commercial Officer, effective immediately.
Keith, who has led the Canadian business as Canadian Operations President, takes on an expanded scope in this new role, leading Master's commercial strategy and performance across Canada and the United States. He will be accountable for customer growth and commercial effectiveness in both countries, and for setting the direction, governance, standards and capabilities that support sustainable growth and closer alignment across borders, while keeping Master responsive to local markets.
Keith will also lead the design of Master's North American commercial operating model. Within that model, commercial leaders in Canada and the United States will execute market strategies, manage strategic accounts and drive business development in their respective countries.
"Keith understands our business, our customers and the importance of following through on what we promise," said Rémy Langelier, President of The Master Group. "In this role, he will help us build on our commercial strengths across North America and keep customer needs at the centre of our growth."
The appointment follows the recent appointment of Rémy Langelier as President of The Master Group, a role that spans the company overall. Both are new roles with an enlarged scope, and together they form part of Master's evolution toward a more connected North American company. That evolution builds on Master's long-standing relationships with customers and suppliers.
Keith joined Master in March 2020 as Regional Director for Alberta, Saskatchewan and Manitoba and was appointed Senior Vice President, Distribution later that year. He subsequently became Canadian Operations President, helping strengthen execution, align teams and reinforce a customer-focused approach across the Canadian business.
Before joining Master, Keith spent 17 years with Wolseley Canada, where he held several senior leadership positions, including General Manager for Western Canada, and served on its Canadian Leadership Team. He holds a Bachelor of Business Administration from the University of Calgary and has completed executive education programs at the University of Virginia's Darden School of Business and IMD Business School in Switzerland.
"I'm honoured to take on this role and grateful for the confidence the leadership team has placed in me," said Keith Strachan, Chief Commercial Officer, North America. "Across Canada and the United States, our teams bring real expertise and a deep sense of ownership to serving our customers, and I have enormous respect for the work they do every day. My focus is to build on that by giving our teams the support and tools to serve customers even better, combining the scale of a North American organization with the local market knowledge that has always set us apart."
About The Master Group
The Master Group is Canada's largest HVAC-R distributor and one of North America's leading players in the industry. For almost 75 years, Master has supported contractors, engineers and industry partners with a broad portfolio of solutions across residential, commercial, institutional and industrial applications.
With nearly 2,000 dynamic and dedicated team members and a network of almost 100 branches, along with five distribution centres and three regional distribution hubs across Canada and the United States, Master combines national scale with a strong local presence. The company is known for its deep technical expertise, disciplined execution and long-standing partnerships with customers and suppliers.
Master's approach is grounded in growth, simplicity, teamwork and doing what's right, focusing on practical innovation, operational excellence and helping its partners succeed in a rapidly evolving industry.
Improving lives, in every degree.
For more information, visit www.master.ca.
SOURCE The Master Group
Monica Bhattacharya [email protected]
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