In distribution and manufacturing, data is the new competitive advantage. The ability to trust it, act on it, and turn it into measurable results often determines whether companies scale profitably—or get left behind. To strengthen that advantage for our clients, ProfitOptics is proud to welcome Brandon Lassiter as our new Vice President of Data Solutions.
Brandon has built his career at the intersection of business and technology—leading enterprise-scale data and analytics initiatives at Ferguson and helping teams achieve measurable outcomes from digital transformation. From designing cloud analytics platforms to driving AI strategy, Brandon’s work has always focused on one outcome: translating data into clarity and business impact.
As Brandon puts it: “Data creates value when it connects to business outcomes. My role is helping technology teams deliver impact, and helping business leaders see what’s possible when they have the right insights at the right time.”
That perspective reflects ProfitOptics’ approach: ensuring our clients harness data as a lever for growth, efficiency, and competitive edge.
Distributors and manufacturers today are navigating a rapidly shifting landscape: customer expectations are evolving, digital channels are proliferating, and relevance is no longer guaranteed. Brandon brings not just technical expertise but a passion for helping distributors and manufacturers adapt and thrive in this environment.
At ProfitOptics, he’ll focus on:
“Brandon is exactly the kind of leader our clients need right now,” said Geoff Marlatt, CEO of ProfitOptics. “Our focus is on closing the performance gaps that drain margin, stall growth, and slow decisions. Brandon strengthens our ability to deliver on that promise. His experience in large-scale data transformation and his vision for how distributors stay competitive with data will help us continue to raise the bar on results for our customers.”
Brandon embodies the spirit of ProfitOptics—passionate about solving client challenges while also valuing the life that happens outside of work. Our culture encourages leaders like Brandon and every member of our team to bring their best thinking to complex problems, while also making space to enjoy what matters most in their lives. For Brandon, that often means traveling with his family and sharing new experiences—a balance of professional rigor and personal fulfillment that reflects how we work and how we win.
ProfitOptics is a performance improvement partner for distributors and manufacturers. For more than 15 years, we’ve helped close the gaps that off-the-shelf systems and siloed data leave behind—gaps that stall growth, drain margin, and slow decisions.
Our integrated model combines custom software, clean and connected data, and deep industry expertise to deliver results. With more than 250 team members across the U.S. and Serbia, a 90%+ customer retention rate, and trusted partnerships with Fortune 50–500 companies, ProfitOptics continues to help distributors and manufacturers scale smarter, move faster, and perform at the level today’s business demands.
