Cooney Brothers Announces New VP of Sales

"I saw a company with a strong culture, a clear sense of pride, and people who genuinely care about the business and each other," Hernandez said. "I was excited by the chance to join an organization where I could bring my experience, support the team, and help build on an already strong foundation. It felt like the right opportunity at the right time."

Working alongside President Gerry Cooney and the leadership team, Joe has already become an integral part of several strategic initiatives aimed at strengthening our sales organization while continuing to build the lasting customer relationships that have defined Cooney Brothers for generations.

Joe's leadership style was shaped long before his career in wholesale distribution began. Following his service in the Army, he entered the plumbing, heating, and industrial supply industry looking for an environment where teamwork, accountability, and problem-solving truly mattered.

"I came into the plumbing, heating, and industrial supply industry after the Army because I was looking for a field where relationships, problem-solving, and operational discipline really mattered," Hernandez said. "This industry gave me the opportunity to apply the leadership principles I developed in the military to a business environment where execution, accountability, and trust make a real difference every day. That experience taught me how much can be accomplished when people trust one another and work toward a common goal. Those lessons have stayed with me and continue to shape how I lead teams today."

Before joining Cooney Brothers, Joe held multiple leadership roles with Hajoca Corporation, where he developed extensive experience serving many of the same customers and markets we do today. His background in wholesale distribution gave him a deep understanding of the products, industries, and operational challenges our customers face every day.

Just as importantly, it reinforced something we believe has always set Cooney Brothers apart: behind every order is a person with a unique challenge to solve. While technology continues to evolve, our business is still built on knowledgeable people having real conversations, understanding each customer's needs, and finding practical solutions that keep their operations moving. That philosophy is what continues to drive Joe. When asked what motivates him most, his answer is simple: people.

"From a sales leadership perspective, I enjoy developing people, creating alignment around goals, and helping teams grow in a way that benefits both the customer and the company," Hernandez said. "It is rewarding to be part of an industry that is practical, resilient, and so important to everyday operations."

As Cooney Brothers continues to grow, Joe believes preserving what has always set the company apart is just as important as pursuing new opportunities. For him, growth isn't simply about expanding the business—it's about strengthening relationships, investing in people, and continuing to provide customers with knowledgeable, responsive support from real people who understand their unique challenges. He believes Cooney Brothers' reputation provides a strong foundation for the future where people and service are what matters most.

"In a competitive industry, Cooney Brothers has earned a reputation for service, responsiveness, and doing business the right way," Hernandez said. "That combination is what stood out to me right away. It gave me confidence that this is a place with both strong values and the ability to keep growing."