Our Team

Joe Boncher

CEO/Sales Representative– Veteran Marketing and Merchandising Executive – former V.P. Sales and Marketing Charmglow Products – Senior Buyer & National Sales Manager at Montgomery Ward & Co.  With the experience of having worked in both a manufacturer and buying role, Joe is uniquely sensitive to achieving the business goals of both.

Noelle Boncher-Garcia

President/Sales Representative– Over 25 years of experience in sales and marketing. Noelle’s salesmanship and commitment has allowed her to deliver her manufacturers such key accounts as: Sears, Ace Hardware & True Value. Actively involved in industry organizations: Past President of the Midwest Retailers & Manufacturers Association and former Public Relations & Entertainment Chairman for the Housewares Club of Chicago.

Angel Garcia

Executive Vice President– Angel is a veteran in the hardware industry, working just over twenty years at Ace Hardware Corporation and more recently with Klein Tools.  Angel’s experience includes international sales, merchandising, global sourcing, product development, supply chain management, business development and retail operations.  Angel brings a true end-to-end understanding of the business.

Christine Bast-Friesen

Vice President/Sales Representative– Over 25 years with Boncher-Wales Marketing selling and managing the key territory accounts in Wisconsin, including: Menards, Kohl’s Department Stores, Mills Fleet Farm and Shopko. Prior to Boncher-Wales, had 10+ years of sales experience. Worked for H.C. Prange Buying Office for 2 years. Christine’s sales skills, enthusiasm, sweet personality and knack for building relationships make her invaluable to our team.

Mary Boncher

CFO/Accounts Payable & Receivable– Serves as accounting specialist for Boncher-Wales and maintains thorough relationships with our vendors and accounts’ accounting departments. Mary also manages the quarterly MDF accrual programs for our various vendors and accounts.

John Drwal

Field Service Representative– John is our lead field representative, providing local line review, new store and reset planogram set-up support. John works closely with our retailer partners to ensure they receive quality and on-time set up support.

MaryKay Hilton

Sales Representative/Trade Show Coordinator– Over 30 years of experience in the industry. Former buyer for a chain of gourmet retail stores. At Boncher-Wales, she has built strong relationships with key accounts including Blain Supply, American Hotel Register, Do It Best and Ace Hardware.  She is also responsible for coordinating and organizing anything and everything for all trade shows.  Her knowledge, attention to detail, and problem solving abilities are a valuable asset.

Elina Trakhtenberg

Inside Sales Representative/Office Manager– Over 15 years of customer service experience, Elina has been with Boncher-Wales for the past 13 years. Elina is dedicated to ensuring an excellent standard of service and a high level of customer satisfaction is maintained for all of our clients. Elina’s focus is to work with both government and private institution bids, and other accounts in our area such as Certif-a-Gift, Camping World, Hurlbert Hardware, Jungle Jim’s, Schaffer Partners, as well as Staples.com and Sears.com, and Kmart.com. Her computer expertise is invaluable in the creation of drop-ship order forms and customer sku set-up and maintenance. She is known for her friendly and positive attitude and thorough approach to business.

Lori Barczak

Customer Service Representative– Lori is the newest member to our team.  Her vast customer service experience serves her well in providing first-rate level of support to our customers.  She is responsible for answering phones, processing orders, problem solving, and much more.  Lori’s passion, friendly disposition and putting customer’s first attitude makes her a vital addition to our team.

Susan Fragoso

Customer Service Representative– Over 20 years of customer service and retail experience. Susan’s background and organization skills aid her in providing the best possible customer service experience.  She is indispensable in taking care of our customers’ needs and supporting them in a timely and helpful manner by answering phones, processing orders, problem solving, working on presentations, completing templates and much more.  Susan is committed to making sure the customer is always satisfied.