ST-BRUNO-DE-MONTARVILLE – October 30, 2026 -- The Master Group, Canada's largest HVAC-R distributor, has appointed Keith Strachan as Chief Commercial Officer, effective immediately, extending his remit from Canada to commercial strategy across Canada and the United States.
Strachan takes accountability for customer growth in two countries
Strachan, previously Canadian Operations President, will be accountable for customer growth and commercial effectiveness in both markets. He will also set the direction, governance, standards and capabilities for cross-border alignment while keeping the company responsive to local markets.
New North American commercial operating model is his first mandate
Strachan will lead the design of Master's North American commercial operating model. Under it, commercial leaders in Canada and the United States will execute market strategies, manage strategic accounts and drive business development in their own countries.
The appointment follows that of Rémy Langelier as President of The Master Group. Both roles are new and carry enlarged scope. Master describes them as part of its shift toward a more connected North American company.
Strachan rose from regional director to the executive team in under seven years
Strachan joined Master in March 2020 as Regional Director for Alberta, Saskatchewan and Manitoba. Later that year he became Senior Vice President, Distribution, before taking the Canadian Operations President role.
He previously spent 17 years at Wolseley Canada, including as General Manager for Western Canada, and sat on its Canadian Leadership Team.
Master operates almost 100 branches, five distribution centres and three regional distribution hubs across Canada and the United States, with nearly 2,000 employees.
Strachan said his focus is combining "the scale of a North American organization with the local market knowledge" that has distinguished the company.