As President of Soroc, Bruce leads the company’s full portfolio of solutions and services, ensuring the organization consistently delivers value, drives sustainable growth, and exceeds client expectations.

Bruce brings more than 25 years of leadership experience in sales, operations, and enterprise services across technology, retail banking, and managed services. His career is defined by strategic vision, operational excellence, and a proven ability to deliver transformative results for some of the world’s leading organizations.

Prior to Soroc, Bruce was National Vice President, Sales at Ricoh Canada Inc., where he led national sales operations, shaped a three-year strategic plan, and secured a landmark government contract that displaced a global provider. Prior to that, he served as President & General Manager, Canada at Diebold Nixdorf, and held senior leadership roles across Hewlett-Packard (HP), including Vice President & General Manager, Enterprise Services, managing North American financial services operations.

With deep experience and strong relationships across Canada’s marketplace, Bruce is recognized for his ability to lead complex transformations and inspire teams to achieve ambitious goals.