Joe Firmin

About Joe Firmin

Results-oriented commercial executive with 15+ years of P&L leadership, driving large-scale revenue growth, margin expansion, and market share gains across industrial, construction materials, and commodity businesses. Most recently, I managed $190M+ regional operations, delivering measurable impact through strategic planning, disciplined execution, and cross-functional alignment. I specialize in building high-performance sales organizations, optimizing operations, and creating value for both customers and shareholders, with a proven track record of consistently exceeding revenue and EBITDA targets.Throughout my career, I have led multi-region sales teams to achieve 17% volume growth and 23% revenue growth while sustaining EBITDA improvement. I am an expert in pricing strategy, cost-to-serve optimization, and commercial transformation, consistently unlocking $25M–$60M+ in incremental value. I excel at aligning sales, marketing, operations, and supply chain functions to drive operational excellence and superior customer satisfaction. Fluent in English and Spanish, I thrive in diverse markets and foster strong customer and stakeholder relationships.My core expertise includes sales strategy and leadership, P&L management, revenue and margin optimization, data analytics, forecasting, market analysis, cross-functional leadership, cost-to-serve optimization, team development, succession planning, customer engagement, commercial integration, and pricing transformation. I am driven by faith, family, and service, living as a Jesus follower, husband, father, and active community member. I welcome opportunities to connect with peers, industry leaders, and organizations seeking to accelerate commercial growth, transform operations, and unlock new value. Let’s connect to explore how we can achieve meaningful results together.

Experience

1. U s West Region & Latam Commercial Dens Manager

   Georgia-Pacific LLC

   Oct 2023 — Present · Atlanta, GA, US

   Led commercial strategy and P&L management for a multi-million-dollar regional product portfolio across Western U.S. and Latin American markets, driving revenue growth, operational efficiency, and market expansion through strategic sales leadership, cross-functional collaboration, and data-driven decision-making. Delivered $25M incremental net margin and 3.1% market share growth within 2 years by optimizing portfolio strategy and pricing execution. Achieved 17% average annual volume growth and 23% net revenue growth, generating $62M in incremental revenue through coaching and developing a high-performing multi-layered sales organization. Partnered with Marketing, Finance, and Operations to drive 45% CAGR volume growth and 87% net revenue growth for a key product category. Implemented AI-driven pricing strategies and cost-to-serve initiatives, reducing market costs by 10% and projecting $2M–$8M in additional annual revenue. Led large-scale cross-functional initiatives and collaborations with distributors, contractors, and independent sales teams to enhance market penetration and customer engagement.

Education

• EGADE Business School

  Master of Business Administration - MBA, Global Business and Strategy

• Harvard Extension School

  Negotiation Skills, Strategies for Increased Effectiveness

• University of North Carolina at Charlotte

  Master of Business Administration - MBA, Global Business and Strategy

• Belmont Abbey College

  Bachelor's of Science, International Business

• EGADE Business School del Tecnológico de Monterrey

  Master of Business Administration - MBA, Global Business & Strategy

Skills

• Export
• Import
• Leadership
• Customs Regulations
• Supply Chain Management
• Negotiation
• Strategy
• Shipping
• Logistics
• Management
• Spanish
• Operations Management
• Transportation
• Supply Chain
• International Trade
• Analysis