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Chervon has appointed Trevor Bithrey as vice president of Pro End User Marketing and Research in Canada and promoted Kevin Gee to vice president of Pro Product Development for FLEX. Both executives will report to CEO Joe Galli. The company has not disclosed further details about the team’s plans or the changes’ expected effect on its brands.
Chervon, the parent company of Skil, FLEX and EGO, has appointed Trevor Bithrey to lead Pro End User Marketing and Research in Canada and promoted Kevin Gee to vice president of Pro Product Development for FLEX. Both executives will report to CEO Joe Galli, placing the appointments within a leadership structure that directly connects marketing research and FLEX product development to the chief executive.
Bithrey is joining Chervon as Vice President of Pro End User Marketing and Research in Canada. The company announcement says he has more than 25 years of experience and contributed to building DeWalt’s and Milwaukee Tool’s positions in Canada. ToolGuyd reports that Bithrey spent more than 12 years at Milwaukee Tool in leadership roles, leaving in mid-2023. The announcement places him on a newly formed Chervon Global End User Research and Jobsite Marketing Team.
Gee has been promoted to Vice President of Pro Product Development – FLEX. According to ToolGuyd, he joined Chervon North America only a couple of months before the promotion. His earlier career included more than 11 years at Milwaukee Tool, including nearly three years as director of product management. The company announcement, as reported by ToolGuyd, said Gee would lead product development for the FLEX brand and report to Galli.
Galli’s remarks focused on Gee’s experience and leadership. He described Gee as having “impressive international pro tool experience” and “outstanding leadership skills,” and called him a “great choice” for the FLEX vice president role. Those are the CEO’s assessments of the appointment; the supplied report does not include specific product plans or targets for Gee’s team.
Leadership Links Research and FLEX Products
The appointments put two experienced tool-industry executives into roles tied to professional users: one focused on research and jobsite marketing in Canada, the other on FLEX product development. Bithrey’s remit could give Chervon a dedicated leadership role for gathering insight from Canadian professionals. Gee’s promotion gives FLEX a named executive responsible for its product development function.
For customers and dealers, the announcements identify who will oversee these areas, but they do not establish that specific product or market changes are coming. The source material provides no launch schedule, product roadmap, staffing figures or performance targets. Any effect on tools, availability or brand positioning remains to be seen.
Executives Bring Milwaukee Experience
The two appointments follow career periods at Milwaukee Tool, according to the profiles cited by ToolGuyd. Bithrey spent more than a dozen years there in leadership roles before leaving in mid-2023, while Gee worked there for more than 11 years, including in product management. Their backgrounds are relevant to their new assignments because one is centered on pro-user research and marketing and the other on product development.
Chervon’s announcement also places Bithrey on a newly formed global research and jobsite marketing team and says the team will report directly to Joe Galli. The supplied report identifies Galli as Chervon’s new CEO. It does not give the team’s size, its operating structure beyond the reporting line, or how its research will be applied across Skil, FLEX and EGO.
““Impressive international pro tool experience” and “outstanding leadership skills.””
— Chervon CEO Joe Galli, as quoted in the company announcement reported by ToolGuyd
Plans for the Roles Remain Undisclosed
The announcement, as summarized in the supplied report, does not specify when Bithrey’s appointment takes effect or give further details about the new team’s mandate, staffing or research priorities. It also does not outline Gee’s product plans, the FLEX development timeline, or any changes to existing products.
The report describes Gee as having joined Chervon North America a couple of months before his promotion, based on his online profile, but it does not provide an exact start date. The source material also does not say whether the appointments will affect leadership or operations at Skil or EGO. Those points remain unconfirmed.
Watch for Team and Product Updates
The next developments to watch are details from Chervon about the Canadian research team’s work and any product announcements from FLEX under Gee’s leadership. The supplied report does not identify a date for further information, a planned product launch or a company event where those details might be shared. Until Chervon provides more specifics, the confirmed development is limited to the two appointments and their reporting lines.
Dealers and professional users can look for updates in future company announcements and product information. For now, the appointments indicate who is responsible for these functions; their practical effects have not yet been described.
Key Questions
What leadership changes did Chervon announce?
Chervon appointed Trevor Bithrey as vice president of Pro End User Marketing and Research in Canada and promoted Kevin Gee to vice president of Pro Product Development for FLEX.
Who will Bithrey and Gee report to?
Both executives are slated to report to CEO Joe Galli, according to the announcement described by ToolGuyd.
What experience do the two executives bring?
The announcement says Bithrey has more than 25 years of experience, including leadership work at Milwaukee Tool. Gee’s prior experience includes more than 11 years at Milwaukee Tool, with nearly three years as director of product management, according to ToolGuyd.
Will the appointments change FLEX, Skil or EGO products?
The supplied report does not announce product changes or a launch schedule. Gee’s role covers FLEX product development; it does not state whether the appointments will affect Skil or EGO.
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