Softchoice Corporation announced the appointment of Jonathan Roiter as Chief Financial Officer, effective June 1, 2023. Jonathan is a seasoned executive with extensive public company, finance, corporate development, strategy, and operations experience. He brings a holistic business focus with a track record of operationalizing strategies, delivering top line and operating margin growth, and scaling teams. Jonathan joins Softchoice from GoodFood Market, where he served as Chief Financial Officer, and brings experience across sectors including as a consultant with McKinsey & Company, as CFO and COO of Ace Bakery, and as the leader of the corporate finance and corporate development functions at Gildan Activewear.

He is a Chartered Professional Accountant and holds a B.Comm from McGill University and an MBA from The Wharton School of Business, University of Pennsylvania.