“How Distributors Can Adopt to the Digital Transformation” Panel‎ Discussion

March 30, 2023
2:00PM – 3:00PM EDT

Panel of Experts moderated by Mike Mortensen – President, CEO – Alaska Rubber Group


In this webinar, members can learn how distributors should embrace the power of digital technologies and use them to drive efficiency ‎and productivity. This could include using cloud-based systems, automation, analytics, and other ‎digital tools to streamline operations and improve performance. ‎Listen to leading experts discuss this important topic. 

Key takeaways:

1. Technologies that are most important to hose & accessory distribution going into 2023.

2. What common pitfalls do distributors fall into when embarking on their digital transformation journey and how can they avoid these pitfalls?

3. What was your “ah-ha” moment when you finally saw the light at the end of the tunnel in your digital transformation?

Meet the Panelists:

Mike Mortensen – President, CEO – Alaska Rubber Group,

Mike started with Alaska Rubber in 1994 and has held many company positions. He was very fortunate to be involved in the original acquisition and transformation of Alaska Rubber & Supply into an employee-owned or ESOP company in 2006. He’s been involved in many aspects of the transformation of our company including acquisitions and green-fielding new locations across Alaska, Washington, and Oregon, that now comprise the Alaska Rubber Group.

Lydia Rice is the Director of eCommerce and Digital Marketing at TIPCO Technologies

Within the span of one year, Lydia implemented a Product Information Management (PIM) solution, full eCommerce integration, and website rebranding for TIPCO, leading the 135-year-old distributor into the digital age. The digital transformation journey has grown the selling channel, evolved TIPCO’s product education resources, and improved TIPCO’s brand representation of world-class manufacturers. Lydia strongly believes in the power technology has to help strengthen the selling capabilities of industrial distributors and their supplier partners.

Alexandra “Ali” Kirtley, Marketing Director for PT

Ali has nearly five years in the manufacturing industry paired with 10 years of experience in the communication field with an emphasis in education. She is responsible for developing, implementing, and monitoring all aspects of internal and external communication, digital marketing, brand awareness, and product marketing.

She received her Bachelor of Mass Communication from Northwestern Oklahoma State University (2015), followed by her Master of Education in Adult Education Management and Administration (2017). 

Dan Banks – Founder, Domani Strategies LLC

Banks is a seasoned professional with over 20 years of experience working with software focused on wholesale distribution. As the founder of Domani Strategies, Dan provides distributor-focused consulting services, helping businesses to implement the right technology strategy to differentiate themselves and outpace their competition.

With a deep understanding of the challenges faced by distributors and the importance of implementing the right tools and applications to differentiate and succeed, Dan is committed to working with his clients to help them develop, implement, and succeed in their digital goals. In his free time, Dan collects antique books, finds new places to explore, and travels with his family.

Eric Bourg is the Vice-President of Operations & IT for the Connector Specialists family of companies.

With 19 years in the industry, he is a leader in integrating production workflows and business software solutions for high-performance distributor operations. Connecting technology systems vertically with suppliers and customers, as well as horizontally across the Parker Hannifin distributor network are specific areas of his expertise.

Watch the video here: “How Distributors Can Adopt to the Digital Transformation” Panel‎ Discussion

Scroll to Top