Pearl West is a multi-brand consumer goods company owned and operated by a team of well-seasoned marketers, hard-working operators, and accomplished entrepreneurs.
Pearl West is a multi-brand consumer goods company owned and operated by a team of well-seasoned marketers, hard-working operators, and accomplished entrepreneurs.
Copyright 2025. Pearl West. All Rights Reserved.
Copyright 2024. Pearl West. All Rights Reserved.
Chairman & President
Jason founded a digital ad agency Adviant Media in 2006 to help businesses generate sales and qualified leads through online media channels. After merging with Zoboo into a hugely successful company and with a qualified successor in place, Jason founded PWG with a vision to become an enterprise that owns businesses in multiple industries, with a long-term orientation to doing what is right for the businesses, their customers and employees. Jason’s philosophy is to invest in / partner with private companies where PWG’s resourcefulness and intellect can be leveraged to grow the business’ top-line and bolster its industry competitiveness.
COO
Before joining Pearl West, Steven was a Co-Founder and CEO of an advertising agency where he managed all aspects of the organization. During the four years of his leadership, the agency transformed from a start-up into a profitable eight-figure business.Previous to his work at the agency, Steven served as an Executive Director of Operations for a large non-profit organization in the United States, where he learned the importance of creating team culture and developing clear core values.Steven is passionate about helping people with personal and professional growth, which has been his primary motivation throughout his extensive career spanning sales, operations, and management across various industries such as pharmaceutical, retail, and e-commerce.Steven earned a Bachelor of Arts in Business Administration (Marketing) from the University of Washington.
COO
John Benoualid is the Chief Operating Officer of Pearl West, overseeing new initiatives and all major departments with a strong focus on growth and operations. With a deep understanding of scaling businesses, John plays a key role in driving efficiency, optimizing strategy, and ensuring the company’s rapid expansion across its five brands.
Before joining Pearl West, John served as the COO of Goli Nutrition, the fastest-growing CPG brand in 2020. There, he managed over 300 employees and played a pivotal role in scaling the company to $700M in revenue within its first year. This success was driven by his sharp attention to detail, ability to identify top talent, and relentless focus on execution.
A firm believer in leading by example, John is not afraid to get his hands dirty, whether it’s troubleshooting operations or pushing initiatives forward. He thrives on urgency and execution, ensuring that projects move quickly and efficiently. With a strong commitment to accountability and ownership, he fosters a culture where every team member feels empowered to contribute to the company’s success.
At Pearl West, John is helping build a high-performance organization filled with young, hungry and experienced talent ready to do whatever it takes to win. With plans to expand the brand portfolio in 2025, he is focused on scaling with purpose—blending direct response marketing with branding to convert customers effectively and create lasting consumer relationships. Fuelled by a winning mindset, he is dedicated to driving Pearl West’s continued growth and success.
Director of Sales
Dat started his entrepreneurial journey at the age of 19 when he started his first business operating a successful contracting business while attending university. After graduation, Dat became a managing partner at 23 years old for a Calgary based start-up for 3 years helping the company expand its operations across Canada.In 2013, Dat was recruited by a headhunter to join Ledcor LTS, as their sales director, responsible for growing their fibre optics sales team, selling for Telus communications. He helped grow the sales team from 13 to over 150 sales representatives during his 3 years tenure.After his success at Ledcor, Dat started a digital advertising company with a friend, where they created direct to consumer products and direct response offers and grew that business to over 10 million top line revenue. Dat started to shift his focus to building private label brands when he saw the growth on Amazon and change in the e-commerce landscape.From all these experiences, Dat enjoys building teams and helping people evolve through creating a company culture that allows people to push themselves to grow both personally and professionally.
M&A Advisor
Artur completed his BBA at Simon Fraser University in 2013. While at school, he also performed the duties of President of SFU Investment Club (2012) and Equity Analyst at Beedie Endowment Asset Management fund (2013). After graduation Artur had a chance to gain a hands-on experience in two M&A projects: helping the CEO of dPoint Technologies (Vancouver based greentech co.) with the company sale to Zehnder Group (SWX listed), as well as sourcing acquisition targets for Webtech Wireless (TSX listed). He also spent some time working at a Burnaby based market research shop covering various medical devices, where he helped dozens of marketing managers with product launches and geographical expansions. Right now Artur is involved with all aspects of operations at Pearl West; from deal sourcing to helping the acquired companies with their businesses.
VP of Finance
Jeffrey is head of Pearl West’s finance department, overseeing the organization’s financial strategy, planning, and operations. With a keen eye for financial health and long-term growth Jeffrey leads budgeting, forecasting, and risk management efforts while ensuring regulatory compliance and operational efficiency. He also currently leads the Company’s legal and tax initiatives.
Jeffrey started his professional career at Ernst & Young LLP (EY) in assurance, where he worked with clients ranging from start-ups to billion-dollar companies in a variety of industries. Through this, he was able to observe and recommend best practices across all operational processes. With EY, he also spent three years in their Strategy and Transaction group where he represented both buyers and sellers on over 25 deals. There, he saw a variety of investment thesis and developed an eye for how to build enterprise value.
