EFC Organizational Announcement

We are thrilled to announce several exciting updates regarding role changes and new colleagues joining the EFC team. These developments reflect our dedication to harnessing the incredible talents of our team and highlight our commitment to member satisfaction and delivering exceptional services to our valued members as they grow, lead and compete.

Recognition of Performance

Ekaterina Lutovinova has successfully led the finance role as controller of EFC for the last 5 years.  During her tenure, Ekaterina has automated several processes at EFC, increasing our productivity and improving workflows while also successfully managing the budget and investment portfolio of EFC.  Ekaterina’s engagement with the board and executive committee has earned her the respect and confidence of industry leaders.  We are pleased to recognize Ekaterina with this new appointment as Vice President of Finance.

Leveraging Industry Expertise

Tom Mason, VP Membership and Channel Development.

To leverage his extensive industry experience, we are shifting Tom’s responsibilities to further enhance our organizational growth and member satisfaction. In his new capacity, Tom will take on membership, corporate partner relationships and channel development.  As part of his role in channel development, Tom will be at the forefront of identifying the programs and services essential to our membership. Tom will continue to manage the National Advisory Council which includes all EFC Networks and Regions.

Increasing capacity for Standards and Government Affairs

Cherith Sinasac, Director of Standards and Government Affairs

Cherith has managed EFC’s business sections for 8 years providing a strong foundation for Standards leadership.  In her new role, Cherith will be instrumental in supporting our industry positions on codes, standards, and regulations. Additionally, she will lead EFC’s advocacy efforts to advance electrification (Greener Electrified Canada Network, GEC – Grid, GEC – E-Mobility, GEC – Buildings) and address member’s business issues.  Two business section managers will report to Cherith expanding our capacity for business section work.

Geoff Power, Senior Business Section Manager

With his background as a professional electrical engineer and management experience in engineering functions, along with a strong project and site management background, Geoff brings a wealth of expertise to our organization. Leveraging his expertise, Geoff will oversee the business sections engaged in more technical projects.  Geoff will manage the following Business Sections: Distribution Equipment, Wire & Cable, Wiring Supplies, Joint Transformers, Dry Type Transformers, and Field Services.

Michelle Tirto, Business Section Manager

Michelle comes to EFC with a master’s degree in urban planning and a background in project management and business facilitation on sustainability projects in Canada and the U.S.  Her experience driving positive change and implementing sustainable practices will be a valuable addition to the team. Michelle will manage the following Business Sections: Electric Vehicle Chargers, Lighting, Motor & Generator, Enclosures, and Industrial Controls.

Refreshed focus on Marketing

Shannon Bennett, Director of Marketing

With over 15 years of experience leading B2B and B2C marketing strategies for premium media and education companies, Shannon brings a wealth of expertise as she joins EFC to lead our marketing strategy and elevate our brand presence as the new Director of Marketing. She will be responsible for spearheading our strategic marketing initiatives, driving program development, overseeing communications, and leading our digital marketing efforts.  Shannon will also take the lead in advancing our electrification agenda through effective communication and positioning strategies.

Jade Hosick, Marketing Communications Specialist

Jade has been with EFC for 2 years as our events and marketing coordinator delivering engaging experiences for our members while also advancing her education in communications. Jade’s efforts have strengthened our sponsor relations and contributed to our online presence connecting with our members in meaningful ways. We are pleased to promote Jade into a full-time marketing communications position reporting to Shannon Bennett.


Lavindi Richards Harvey, Event Coordinator

As Jade moves to Marketing, Lavindi joins EFC and comes to us with a wealth of experience and passion for event management. Her background as an entrepreneur, actively participating in and organizing multiple events, perfectly aligns with our needs and objectives to engage members with valuable networking opportunities. Lavindi was introduced to the EFC community during our conference in Banff where she dived in with great enthusiasm. Lavindi reports to Nathalie Lajoie, Director, National Events.

Expanding Support

Karen Ewing, EFC Administration and Member Services

After 2.5 years of dedicated service in our Business Sections team, Karen will be transitioning into a vital new role, EFC Administration and Member Services. In her new capacity, Karen will provide essential support in various aspects of our organization, including membership and CRM administration, scholarships, finance support, and assistance to the EFC President.

Please join me in congratulating our colleagues on their new roles and giving a warm welcome to our newest team members.