Press Release


PETALUMA, CALIFORNIA, January 7, 2014 — To maximize sales of its home technology solutions through all key sales channels, Core Brands, LLC today announced the appointment of award-winning multi-channel sales leader Jeff Costello to the position of Vice President of Sales.

“Jeff Costello is a very important hire for us, bringing more than 20 years of sales excellence with innovative companies across the electronics and technology sectors.  He is a “customer–first” leader and a welcome addition to the team,” Core Brands President Joe Roberts said today. “He has already helped transform two of our sales channels, and with Jeff’s previous successes in driving CE, distribution and enterprise channel sales, he’s going to play a major role in helping Core Brands achieve our growth objectives.”

Now leading all aspects of Core Brands world-wide sales, Costello is no newcomer to Core Brands. For the last year he was in a senior consulting role directing major account and channel alignment strategies, as well as leading the new UMAP compliance initiatives for Core Brands and its sister company, Linear (now Nortek Security and Control).

Jeff Costello

Previously, Costello served as Vice President of Sales at Smith Micro Software, where he led sales for the consumer, B2B, distribution and strategic accounts channels for this developer of wireless, productivity and graphics software where he grew annual revenues   and earned two ICE Awards (Internet Commerce Excellence) for launch and partnership promotions. Costello preceded this with a ten year history of success as Vice President of Sales at Broderbund where he ran North American reseller sales, growing annual software revenues and achieving a #1 position in 11 different categories.

“This last year working with Joe Roberts and the sales teams at Core Brands has given me a clear understanding of the strengths of the company and what needs to be done to maximize our revenues,” Costello said today.  “I will be working closely with our sales management teams, independent reps and distributors in the United States and around the world to execute the strategies that will deliver a larger share of market for our award-winning brands.  I am excited to join the Core team as we bring to market innovative new smart home control, audio, connectivity and power management solutions to our worldwide customer base.”

Several of Core Brands recent product introductions, including the ELAN g1, SpeakerCraft AIM Serise 2 architectural speakers, Sunfire XTEQ subwoofers and the Panamax Power360 advanced power strips with USB charging can be seen this week at CES at booth 71039 in the Sands Expo.



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