April 2026 – Primera, is proud to announce the addition of Tyler Smith as Category Manager. This strategic addition reinforces Primera’s commitment to delivering enhanced value, deeper Supplier alignment, and data-driven growth opportunities for its Member-Owners.
Tyler brings more than 11 years of experience in distribution, with a well-rounded background spanning rebate management, supply chain operations, and sales team leadership. His combined expertise in both the financial and operational sides of the business, positions him to play a key role in strengthening category performance and supporting the evolving needs of Primera’s Membership.
With an undergraduate degree in Accounting and a Master’s in Finance, Tyler offers a strong analytical foundation paired with practical, hands-on industry experience. In his role as Category Manager, he will focus on optimizing Supplier Partnerships, supporting program development, and helping Member-Owners drive profitability through more strategic category management.
“Tyler’s experience and perspective align directly with where Primera is going as a modern-day cooperative,” said Jeff Braun, President & CEO of Primera. “His ability to connect Data Excellence with real-world distribution knowledge will strengthen our programs and bring added value to our Member-Owners and supplier partners.”
Tyler shared his enthusiasm for joining Primera, noting, “I’m excited to be part of a cooperative that is truly focused on collaboration, data, and long-term growth. I look forward to building strong relationships across the Membership and contributing to the continued success of Primera.”
As Primera continues to evolve and expand, Tyler’s addition marks another step forward in delivering on our mission of leveraging our group’s combined size and scale to provide our Member-Owner Companies and our Supplier Partners with the tools, skills, knowledge, and innovation that create exceptional returns and competitive advantages that ensure they grow and prosper.
About PrimeraPrimera is a member-owned cooperative of independent distributors focused on one objective: turning collective scale into real competitive advantage. By combining data, alignment, and disciplined execution, Primera provides its members with the tools, capabilities, and insight they need to outperform the market and build stronger businesses over time.
Media Contact: Sam Miller
Vice President Marketing and Member Engagement
541-602-8608 / smiller@primera.coop
