Westcoast Brand Pacific Catch Revamps Leadership Team As It Gears Up for Expansion

As this Bay Area-based company is getting ready for expansion, Pacific Catch, Westcoast Fish House announces a new leadership team this week.

The brand is looking to expand in 2018, and to lead the company forward will be former co-founder Keith Cox, as the new president and CEO.

“I am thrilled to be back at the helm,” says Cox. “We’ve got some exciting new ideas to implement and we’ve assembled an incredible team to help take Pacific Catch to the next level.”

Demetri Gill and Johanna Rivera will also be joining the team. Gill as the new CFO and Rivera as the new VP of Marketing.

“The new executive team joins Tom Hanson, who has served as chief operating officer of Pacific Catch for over a decade, alongside Co-Founder and Director Aaron Noveshen and Founding Board Member Michael Hislop as they both expand their roles,” stated a press release by Pacific Catch.

Cox is known to be a serial entrepreneur, as he also co-founded fast casual chain World Wrapps in 1995, serving as its CEO until it was sold in 2000. He then led the acquisition of World Wrapps in 2015, where Cox re-launched the brand successfully. The new Pacific Catch CEO also founded other businesses in other industries like resort, real estate, consumer tech and seed venture capital.

As for Rivera, the new VP of Marketing previously worked a decade for SUBWAY® under various positions, most recently as the regional director of Latin America & the Caribbean.

Finally, Gill will bring his 17-years of experience from working as the CFO for Il Fornaio, where he helped take the business private through a recapitalization and acquired the company’s sister concept Corner Bakery.

It will be interesting to see the rate at which Pacific Catch plans to expand in California and beyond with such a seasoned leadership team. So far, their eighth location is slated to open in Walnut Creek during the spring.