Our Team

Tony Horwath is the Founder, President and CEO of Sales Focus Inc. Tony pioneered the Sales Outsourcing industry in 1997 and officially launched Sales Focus Inc. (SFI) in 1998.

SFI was developed on a simple outsourcing model of building dedicated sales teams that are focused on generating immediate revenue for our clients. Tony has held executive sales and management positions for over 25 years, and is an expert in building Intelligent Sales Solutions with a focus process improvement and performance across multiple industries in the US and abroad. His background includes launching startup organizations, transitioning existing sales organizations into a focused productive unit and improving process management of successful sales organizations in stand-alone, Fortune 500, and privately held companies.

Tony has extensive knowledge regarding the process of developing sales & marketing organizations into a productive entity, as well as transitioning from a government revenue base into a commercial revenue sales model. As an EVP for several IT based organizations, Tony led the building and management of several professional services organization through organic growth and acquisition.

He has drafted strategic corporate business plans, raised capital for startup organizations, defined new services portfolios, developed associated infrastructure requirements, and handled the redesign and redirection of sales efforts away from “commodity” sales towards value-based service sales. He has also led executive team discussions to prioritize build vs. buy competencies, and identify strategic alliance and acquisition candidates.

Recognized as a creative and motivational leader with a clear focus on results attainment, Tony brings a legacy of helping companies increase sales capabilities and capture greater shares of their clients’ budget. He has been a featured speaker regarding selling process and procedures, interviewed as the key contributor to major magazines about sales techniques as well as published several articles and white papers centered on the development and management of success sales teams.

Roxy Butiuc, Finance Manager has been with Sales Focus since 2014. Roxy plays an integral role in ensuring client operations are managed to budget and in accordance with program requirements. Roxy is responsible for providing financial services in order to ensure effective, efficient and accurate financial operations; from performing day to day processing of financial transactions, to managing the accounts receivable and payable, preparing, verifying and processing invoices. Roxy has over five years of experience in finance and for the past eight years has worked in different facets of Business Operations including finance, sales, marketing and payroll.

Roxy grew up in Romania where she developed a love for travel from a very young age. She enjoys visiting her family overseas and exploring new places.

Zach Horwath joined Sales Focus in the fall of 2021 after completing his law degree from Charleston School of Law. He started as a Business Development Manager and quickly proved himself as an amazing salesman closing several large programs during his short time in that position. As Director of Sales and Marketing, he brings innovative ideas and an incredible work ethic to this vital role.

Zach is from Maryland and graduated from the University of North Carolina Wilmington with a degree in business. He moved to Charleston after college to take a job as a pharmaceutical sales representative. Today, he enjoys golfing and spending time with his dog, Dexter.c

Jay previously worked with Comcast NBC Universal for the 22 years, working in multiple aspects of the business. He started in direct sales selling high speed Internet to the residential consumer. Jay worked at their headquarters in Philadelphia for 5 years, focusing on building a national kiosk program in malls across the United States. Moving back to Maryland, his new focus was on regional growth of indirect sales programs with retailers such as Walmart, Best Buy, Target, etc. His most recent role was Senior Manager of Operations for 26 Xfinity retail stores in Maryland, Delaware, Virginia, and West Virginia. Jay launched the Xfinity Mobile Service in the large territory, consistently ranking as a top 5 producing region for Comcast Nationally.

Jay lives in Timonium, MD with his high school sweetheart and wife of 26 years and has two daughters, Tori, 26, and Michaela, 24. Jay and his wife enjoy their time as empty nesters with their two chocolate labs, Tootsie and Kona.

Ron Mercado joined Sales Focus in January 2019 and has served several different sales and operational roles. He brings over 25 years of experience within the healthcare industry ranging from start-ups to Fortune 1000 companies with a variety of roles in sales, marketing, management, and business development. He has launched more than 10 products and has been involved with more than four start-ups, two of which were acquired.

Prior to joining SFI, Ron assisted companies bring their products to market, navigating the regulatory process and post-launch initiatives. 

Morgan Watkins joined Sales Focus in November 2023 as a Recruiter before working his way into his current role as Recruiting Manager following a promotion in November 2024. With over 10 years of sales, operations, and recruiting experience working with previous companies such as Under Armour and Carvana, Morgan has fine-tuned his craft over the years focusing on both the client and customer needs. Morgan brings with him a strong understanding of both HR and full-cycle hiring processes and has a proven track record of implementing strategic recruiting initiatives for the betterment of the company.

Morgan is originally from the Philadelphia, Pennsylvania region where he was and still is an avid Philadelphia sports fan. He attended the schools of communication and journalism at both Temple University and Alvernia University. He relocated permanently to Charleston, South Carolina in the spring of 2023 to escape the colder weather, enjoy his weekends on the beach, and be closer to his immediate family.

Angelica joined Sales Focus in June 2022 to take over our marketing efforts across social media, SEO, lead generation, and recruiting. Starting her career in journalism, Angelica honed her communication skills and learned several complex software. She then transitioned into marketing with a focus on SEO and content that converts and ranks highly on search engines. She is excited to take everything she’s learned so far to help SFI meet and exceed its marketing goals.

Angelica grew up in Orangeburg, South Carolina, and graduated from the University of South Carolina in 2019. She now lives in Charleston with her wife and dog. She enjoys being outside, concerts, and spending time by the water.

Colin joined SFI in September of 2020 as an outside sales representative. Colin excelled from day one growing his territory at a record-setting pace. He continued to perform as an outside rep bringing his territory into the top 10 nationally. In January 2021, Colin was promoted to Team Lead for the Midwest Region before being promoted to Regional Manager in April of 2021. He didn’t stop there is now a National Program Manager.

Colin is from Michigan and graduated from Grand Valley State University with a Biomedical Science degree. He remains in Grand Rapids, MI where he met his wife, Sara. He enjoys staying active with golf, mountain biking, disc golf, skiing, and curling (yes, the Olympic sport)!

Erik Nance joined us in January of 2023 and brings decades of sales and business experience with him. He spent most of his career in radio and television advertising and was most recently the branch manager of a mortgage company in Charleston, South Carolina.

Erik is from Detroit, Michigan and moved to Charleston more than a decade ago where he lives with his wife, Rose, and their Jack Russell/Beagle mix, Darby. He is a lover of all things food and wine (which is why he loves Charleston) and is also a travel enthusiast.

Jon Higley was previously Director of Operations for Sales Focus Inc. After retiring, he realized he wasn’t quite ready to put it all down for good and returned as our Training Manager. Jon has extensive professional experience in sales and business development, operations management, corporate planning, team building, customer relations, executive account management, product development, business operations, and administration. With a proven track record in planning, organizing and mobilizing, he has helped to create new businesses and penetrate new markets to increase sales and profit margins while building an efficient operations and administrative infrastructure to meet the demands of new growth and new business ventures. Jon designed and implemented policies and procedures with respect to sales and business development initiatives, team building, operations and planning, infrastructure development, new business ventures, and business operations.