Our Team

Brand Managers

DFX currently has three national Brand Managers reporting to our VP Sales and Marketing. Each Brand Manager is responsible for a specific house or group of houses. They plan, oversee and implement:

  • In-store Merchandising
  • Promotional Planning
  • BA Training
  • Launches

Our Brand Managers do not travel together, when visiting a shop, after they have completed their tasks, they also make sure the brands outside of their portfolio are being handled properly by the shop. They would then report their observations to the appropriate brand manager to take any necessary action. In this way DFX gets feedback on all brands from all regions all the time with the focus of each Brand Manager still firmly on their own brand.

We have many “classics” within the products we represent. Our team balances the drive needed for new products, one shots, and travel retail exclusives with the care required in keeping the volume of the classics as high as possible using seasonal incentives, merchandising, and visual aids. In addition, our team has built great relationships with its clients.

Senior Staff

All of our senior staff in both the sales and support roles have years of experience in their respective areas of responsibility.

Michael Beler - Founder and President

Over 40 years experience in various aspects of Canadian duty free wholesale and retail management including the management of every major airport in Canada, ownership and management of one of Canada’s premier land border sites and the operation of DFX. Associated in the past with Thomcor Holdings Inc. (Mirabel and Dorval airports), MBA Duty Free, Allders International (Toronto, Calgary and Vancouver airports). Former consultant to UCS on successful tender for Edmonton and Dorval airport concessions. Owned and operated Douglas Crossing Duty Free (now operating as Peace Arch Duty Free). Michael utilizes the resources of his Advisory Council that has experience in Sales/Marketing, Legal and Financial matters.

Alexandria DeBellis - VP Sales and Marketing

Has extensive purchasing and senior management experience in the fragrance and cosmetics area, both in the duty free and domestic markets. Previous employment includes four years with Holt Renfrew Canada, six years as senior buyer with Allders International, and various positions with Elizabeth Arden, Estee Lauder, and Clinique. Ms. DeBellis has successfully guided DFX through the past 20 plus years. Ms. DeBellis possesses a keen understanding of the Land Border Marketplace and has the earned respect of both the clients and the Suppliers.

Christian Talens - Director of IT - BILSI

Mr. Talens has a great balance between the technical solutions and understanding the business objectives. This allows him to lead the software development team while improving existing business workflows. He has been in the IT industry for over 17 years and has in depth experience in freight and logistics, customs, payment solutions and retail management systems.

Cheryl Rebello - VP Customs Brokerage & Regulatory

Ms. Rebello is a great example of growth and development with BILSI. With her almost 20 years with BILSI, she’s held various roles in the company finally establishing her place in Customs & Bonded Warehousing operations. She achieved her Certified Customs Specialist (CCS) Designation in 2007, and in 2018 obtained her CBSA Professional designation and is now a Licensed Customs Broker (LCB).

Marcella Burlon - Director of Finance

Ms. Burlon’s career spans 20 years with an emphasis and concentration in all areas of finance, including cash flow management, forecasting and budgeting. Marcella has managed regional operational metrics in addition to creating and implementing financial assurance programs to ensure compliance for audits.