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Our Senior Management Team


Biographies of our Senior Management Team:

» David J. Howell

» Roland Choo

» Michael Orr

» Stuart Penman



David J. Howell, B.A., PMRS
President & CEO


With over 25 years of management experience, David specializes in Sales, Marketing, Media & Market Research.


David has worked in a strategic capacity with most of Canada’s Tier l and Tier ll retailers and suppliers in the areas of: change management, corporate reorganization, merchandising, assortment planning, sku rationalization, work flow analysis and maintenance & warranty insurance programs.

Service focus— sales & marketing, consulting, public and media relations, merchandising, advertising, market research, print media and project management.

Sector focus— retail, telecom, consumer packaged goods, foodservice, entertainment and hospitality sectors.


Davd is a certified Pandemic Planner and plays an active role in AMI’s Business Continuity Practice. He has worked across Canada and abroad in Thailand, China, Morocco, Europe, Columbia, United States, United Arab Emirates.



Roland Choo, ScD, P.Eng, PMP


Roland is a Project Management Professional and Professional Engineer with 15+ years of manufacturing, corporate, academic, research, technical and management consulting background.


Roalnd is experienced with unstructured business and technical concept formulation, solution development, and senior executive project debriefs.


He has taught at the University of Toronto, conducted advanced research on leading-edge manufacturing processes in a civilian defence establishment for the U.S. Navy, engaged in technology transfer for silicon solar cell manufacturing process, and overseen complete-knock-down (CKD) automotive assembly operations. International work histories in American, Canadian and Japanese R&D laboratories on mathematical modeling of materials processing operations.


Roland has held progressive and leadership positions as Vice-President, Operations Support Services, SBR International, Canada and Senior Vice-President, Operations, MBf Peugeot S/B, Malaysia with past engagements in:


  • Operations Support: program & project management, solution implementation, data sampling and mining, change initiatives, process mapping, business analyses, policies and procedures development, research process management design, operational excellence audit, PIPED Act audit, preprint and catalog distribution strategies, reverse logistics, performance metrics (KPI) development/ implementation, ITSP systems audit, SOX IT process design and audit.
  • Decision Support: strategic planning, business case development, market/competitor intelligence, technology scan, product offer assessment, RFI/RFP support.
  • Human Resources: organizational and positional assessment, HRIS support, PeopleSoft 8.3 project implementation.



Michael Orr, B.Sc.,PMP


Michael is an expert in leading teams engaged in project management, process engineering, regulatory compliance, business process improvements, scorecard implementation, technology assessments, tool and system development, software selection, and vendor management.


Michael has completed numerous decision support engagements including—strategic planning, environmental scans, market assessments, change management, and competitive intelligence with clients such as—Chubb Security Systems, Maritime Life Assurance, Sun Microsystems, CAE, TD Bank Financial Group.


Michael has held positions in over 15 engineering engagements as a Project Lead / Lead Analyst primarily in implementation, quality management, system development, and productivity improvement. He has over 7 years of industrial engineering, project management, and management consulting experience. Bulk of previous efforts in manufacturing and petrochemical industries-Procter & Gamble, Imperial Oil, Petro-Canada.



Stuart Penman, H.B.A.


With 20 years experience in a broad sector or industries, Stuart is a Consultant and Project Manager specializing in supply chain with expertise in all aspects of strategic supply chain management.


Stuart has held senior executive management responsibilities for a number of multi-national organizations and is recognized as a supply chain thought leader, through his continued lecturing at several post-graduate business schools.


Stuart is currently working the emerging field of RFID, where he is viewed as a subject matter expert, and has implemented a supply chain network redesign for an international fine paper manufacturer making use of supply chain visibility tools link via RFID to reduce work in process inventory


Stuart has delivered strategic supply management of critical spares, inventory procurement and deployment in the oil and gas sectors, and has designed a global distribution platform in the consumer electronics industry achieving savings though the uses of a tax effective supply chain manufacturing strategy.


He has developed an innovative strategy in a brewing distribution that involved a joint venture agreement with third party logistics partners. Stuart also managed the implementation of a number of Enterprise Resource Planning systems from SAP, J D Edwards, and Oracle. Included in these projects were the supply chain applications of Warehouse Management and Advanced Planning from providers such as i2, Manugistics, Descartes, EXE and Manhattan Systems.


Stuart worked with systems integrators to install an RFID tracking for high value goods with DHL in Europe, and supported the world postal organization in the management and tracking of performance standards. He has installed tracking and control process with Canada Post, USPS, Royal Mail and Deutsche Post.




Contact AMI or call David Howell today at (905) 812-7264 for more information and to understand how AMI can achieve results for your business.