Ousted AlarmForce CEO Is Back in the Home Security Biz

Now that a yearlong non-compete agreement has ended, Joel Matlin is back in the alarm industry serving as a marketing consultant.

TORONTO – A yearlong non-compete agreement that kept ousted AlarmForce CEO Joel Matlin out of the alarm industry has come to its end, allowing Matlin to re-enter the trade as a marketing consultant.

Matlin was abruptly terminated from his AlarmForce position on July 23, 2013.

He created the firm in 1988, and during his time at the company he oversaw AlarmForce’s expansion to markets across Canada and the United States.

Now, after the fulfillment of his non-compete agreement, Matlin has launched Matlin Creative, a full service marketing and business consulting firm, where he will advise security companies on how to expand their marketing efforts and grow their businesses.

Matlin’s previous experience with AlarmForce, as well as Frisco Bay Industries, a commercial systems integration and bank automation technology provider he founded in 1970 that was later sold to Stanley Black & Decker, gives him the expertise to assist other alarm companies, he says.

“I’m tremendously excited about the future and the opportunity of working with Canadian and US alarm companies,” Matlin says. “My background in the security industry in general and AlarmForce specifically, has given me a wealth of experience which I think will be invaluable to companies looking to increase their brand awareness and market share.”

Matlin, who serves as chairman for Matlin Creative, was terminated from AlarmForce after the company’s board of directors unanimously voted him out. He is currently pursuing an $11.3 million lawsuit against the company.

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