Keren Binmahar has joined UAP Inc. as senior marketing manager.
In a social media post, Binmahar announced she has started a new role at UAP Inc., writing that the move marks “a new chapter” with “exciting challenges and opportunities.” An official with UAP confirmed the appointment.
In her new role, Binmahar will be responsible for leading national marketing strategy at UAP Inc. She will direct go-to-market planning, coordinate cross-functional collaboration with product management and sales teams, and manage agency relationships to drive customer acquisition and retention.
Her duties will include analyzing market data to inform pricing and promotional strategy, supporting digital and in-store marketing programs, and ensuring alignment between corporate objectives and regional execution across UAP’s Canadian network.
Binmahar brings more than a decade of progressive experience in sales, marketing and account leadership across Canada. She spent more than 13 years at Mirka Canada, most recently serving as national key account manager from December 2024 to January 2026, where she led a portfolio of national accounts and worked closely with senior decision-makers to deliver tailored, growth-focused solutions. Earlier in her career, she held account executive roles at PC Mall in the Greater Montreal area.
UAP Inc., headquartered in Montreal, is one of Canada’s largest automotive parts distributors and operates networks including NAPA Auto Parts in Canada and Traction Heavy Duty Parts. The company supplies automotive and heavy-duty parts to repair shops, distributors and retailers nationwide and is part of the broader North American aftermarket ecosystem.
