Border States has named Charlie Hoertz vice president of digital transformation, creating a new executive leadership role.

Through adding the role, it aims to accelerate the distributor’s B2B ecommerce, data and automation initiatives. Hoertz will lead the company’s enterprise digital strategy, with a mandate to modernize systems and processes that support online ordering, customer experience, and operational efficiency.

Border States is a 100% employee-owned distributor of electrical products and services serving construction, industrial and utility customers. The company employs more than 3,500 people across 31 states.

About Border States’ new executive leadership role

Border States said the role will also focus on expanding the use of artificial intelligence (AI), data analytics and automation across commercial and supply chain operations.

“The pace of change driven by technology and AI is unprecedented, and success requires bold leadership and a clear vision,” said Jason Stein, chief information officer at Border States.

He said Border States’ executive leadership appointment reflects the distributor’s effort to generate measurable returns from its digital investments.

Hoertz has more than 15 years of experience leading digital transformation efforts. His background includes serving as a chief digital officer and as a senior advisory board member for a European private equity firm, with experience spanning manufacturing, supply chain and commercial functions.

He holds a bachelor’s degree from Ohio State University and an MBA from Louisiana State University. Hoertz completed the Advanced Management Program at the Massachusetts Institute of Technology and teaches digital transformation in Ohio State’s Fisher College of Business MBA program.

“Transformation requires more than a roadmap — it demands a strong corporate identity and values that guide the journey,” Hoertz said.

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