Our Best-in-Class Management Team

Bringing consolidated solutions to hospitality distribution

The CHS leadership team is made up of hospitality executives with diverse professional skills and backgrounds. They are invested in streamlining all aspects of the hotel distribution network to reduce costs and maximize value for every CHS customer and partner.

Bill Hirsch

Bill Hirsch

CEO of Consolidated Hospitality Supplies

Bill brings a unique level of business depth and perspective to this leadership role. He is a lifelong veteran of the hotel industry whose executive hotel career began in 1980 as a turn-around GM for a multi-unit owner operator. He has achieved success in roles that include GM, Sr. Director, VP, Global VP, President, Co-CEO and CEO, for independent and franchised hotels, management groups, franchise organizations, Procure to Pay and GPO companies, and hotel distribution companies. Bill also owned and managed a boutique inn in South Lake Tahoe. He has spent his career working for and contributing to the success of iconic brands, including Wyndham Worldwide (HFS/Cendant), Choice, HD Supply (Maintenance Warehouse), BuyEfficient (Sunstone), and BirchStreet Systems. He is now leading the Amtex and American Hotel Register brands as the CEO of Consolidated Hospitality Supplies.

Bill has earned a reputation for building businesses in the hotel industry by focusing on the following core principles: Share the company vision and work to align all associates; surround yourself with the best leadership you can; lead with heart, brain and body; lead by example; develop flat organizations that encourage shared thinking; be innovative and never let fear or ego get in the way of good decisions and success; and always make mutuality the core objective of all deal making.

As he leads CH Supplies into a next gen company built on two family legacies, Bill will be focused on sourcing and product development, sales, retention, and marketing. He is committed to growing the business by formulating and enriching mutually beneficial relationships with the hotel industry and its leadership, supply chain specialists, and customers. He feels that a multi-branded, shared services, hotel distribution company closely aligns with the most successful hotel companies in the US. It is a forward-thinking organizational structure that is relevant to all market segments and provides stability in all economic cycles.

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Noreen Suing

Noreen Suing

Chief Financial Officer

As a multi-brand, shared services distribution company, CHS requires a CFO with a multifaceted skill set. Noreen brings more than 25 years of experience across distribution and service businesses within private equity portfolio, private, and publicly held companies. With an overarching partnership mentality, she builds strong relationships and fosters a collaborative approach with customers and suppliers. Noreen will employ her unique blend of financial expertise and proven strategic leadership as CHS navigates its growth phase.

For Noreen, joining the Executive Leadership Team at CHS marks a return to the hospitality industry. She served as American Hotel Register Company’s Vice President of Finance from 2012 to 2015. Most recently, Noreen served as CFO of Allied 100, a national distributor of health and safety products and services. Her time there culminated in the successful sale of the business. Prior executive roles include CFO at Brook Furniture Rental and Wiss, Janney, Elstner Associates, as well as Regional CFO at NRT. Noreen’s affinity for distribution services developed early on, as she spent the first 15 years of her career at Cardinal Health, leading to the role of Vice President of Finance for their $7 billion Healthcare Supply Chain Services business.

Noreen holds a B.A. in Accounting from Benedictine University and earned an MBA from Lake Forest Graduate School of Management. Deeply experienced and highly regarded, Noreen is critical to our company’s immediate progress and long-term success.

Ron Berg

Ron Berg

SVP, Supply Chain

As Senior Vice President, Supply Chain, Ron guides the vision and strategy of our inventory management and distribution operations. He’s a highly experienced, hands-on leader whose team applies the everyday precision enabling us to deliver industry-leading supply chain capabilities that support profitable sales growth and customer satisfaction.

In his 30 years at Essendant Inc., North America’s largest business products distributor, Ron held a wide variety of leadership roles within Supply Chain and Business Transformation. As Senior Vice President, Inventory Management, he was responsible for managing $1 billion in inventory assets across Essendant’s three largest business units. His achievements included successfully planning and executing the inventory strategy to support the integration of 31 distribution centers onto a new IT platform, resulting in $20 million of inventory savings and broader product assortment to all customers. Additionally, Ron led the effort to align the company’s stocking strategy with their service proposition to improve the overall customer experience.

A graduate of Upper Iowa University, with a B.A. in Business Administration, Ron has made a career of demonstrating consistent success in sales and profit growth, operational excellence, and financial discipline. His high integrity and distinct expertise make him an invaluable voice on our Executive Leadership Team.

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 Geoffrey Feingold

Geoffrey Feingold

VP, Sales

As VP of Sales, Geoff manages our sales and national account teams and works to ensure we deliver service excellence that’s acutely aligned with the evolving needs of our distinct customer segments. He’s a results-oriented team builder who, while continually guiding internal sales goals and priorities, also cultivates valuable relationships with key decision makers across the hospitality industry.

Geoff himself is a leader with more than three decades of hospitality experience. His impressive career has at each point been distinguished by sales and profitability growth. Before joining CHS, he was Regional Vice President of Strategic Accounts at HD Supply Facilities Maintenance, where his teams boosted national account sales 185%. At HD Supply, where he initially served as National Accounts Manager and later as Director of National Accounts, Geoff directed a team of 15 national account managers responsible for more than 50 accounts that included noted hotel brands Wyndham Hotels and Resorts, Choice Hotels, Intercontinental Hotel Group, Avendra, Hilton/HSM and Best Western.

In fact, Geoff’s wide-ranging industry experience includes management roles at HFS/Cendant, now known as Wyndham Worldwide. As Director of Quality Assurance, he was responsible for the quality control of 1600+ Ramada and Travelodge Hotels to ensure compliance and adherence to cleanliness and brand standards. In virtually every professional role, Geoff has made coaching/training central to achieving team objectives, and he’s equally adept at analyzing past performance to strengthen future efforts.

Geoff earned a Bachelor of Science in Business Administration from Skidmore College, and he’s a Certified Master Hotel Supplier (CMHS), which is an accreditation offered by the American Hotel & Lodging Association (AHLA). He was also Chairman and former Vice Chairman of the Allied Executive Committee of AHLA. Active in his profession and in his community, Geoff is a leader whose everyday contributions help us turn plans into progress.

Julie Baker

Julie Baker

VP, Human Resources

An experienced global human resources leader, Julie is responsible for strategic HR plans and policies for CHS. Her primary areas of responsibility include organizational development, performance management, payroll, benefits and compensation design, rewards and recognition, learning and development, and talent acquisition and retention.

Julie is a natural connector and effective communicator, which is vital to her ability to help CHS promote and maintain an employee first culture focused on diversity, employee well-being, and purpose-driven collaboration. She is truly a personal resource to associates and is continually working to advance associate training and learning opportunities.

For more than two decades, Julie has held roles of increasing responsibility spanning various aspects of human resources, including Human Resources Manager and Director of Compensation and Benefits. She has served in her current role as Vice President of Human Resources since November 2014.

Julie holds a BA from Trinity International University and is a member of Society for Human Resource Management. She‘s a leader, a partner, and an advisor, and she’s integral to the everyday success of the CHS team.

Carol Lee

Carol Lee

VP, Information Technology

As VP of Information Technology, Carol’s deep knowledge of the technologies and business processes utilized across our organization and beyond is vital to our ability to consistently deliver on customer needs and add efficiencies to the hospitality supply chain. She is a proven leader who drives alignment with executive leadership and key cross functional stakeholders while leading teams in complex situations – including a digital transformation in the SAP landscape and related integrations with S4/HANA.It was as Senior Director of Global Digital Technology, Carol’s previous role, that she developed the strategic roadmap for this dynamic system changeover, which also introduced next-generation ecommerce, digital marketing, and customer relationship management. Her passion for mentoring team members and partnering with internal and external specialists was instrumental to a multi-tiered project that relied on more than 70 colleagues and several outside agencies.

She joined our organization in 2016 as the Director of Application Development, where she both charted the path of readiness for technology transformation and led the launch of our first B2C website targeting customers of the growing vacation rental market. Carol was later appointed CIO of our international division, where she applied her distinct expertise to strengthening IT infrastructure alignment.

Carol earned her degree in Retail Merchandising and Management from the University of Wisconsin, and her early career included valuable skill-building roles at noted brands that include Target, Sears Holding Company, and Kraft Heinz. Her professional education, experiences, and achievements certainly helped form her unique business perspective, and she is certainly a respected and valued member of our Executive Leadership Team.