Electric Novelties has appointed adult-industry veteran Rob Phaneuf as its new Vice President of Sales & Marketing. In his new role, Phaneuf will lead the company’s sales strategy, team development, key-account growth, new business initiatives and expansion into new product categories.
Phaneuf brings more than 25 years of adult-industry experience to Electric, with an extensive background spanning sales leadership, product development, marketing, packaging, brand building and retail strategy. Before joining Electric, he served as Director of Sales and Marketing at XR Brands. He previously spent more than two decades with Pipedream Products, where he held senior roles in both sales and product development.
Throughout his career, Phaneuf has earned a reputation for transforming product concepts into compelling retail stories, building trusted relationships with major distributors and retailers, and developing sales strategies that generate measurable growth. He was named Business Development Executive of the Year in 2018 and was subsequently nominated for Marketing Executive of the Year in 2025 and Businessman of the Year in 2026.
At Electric, Phaneuf will work closely with the company’s leadership and established sales team to strengthen account penetration, revive dormant business and create a more data-driven approach to sales. Beyond sales and marketing, he will leverage Electric’s manufacturing capabilities and long-standing factory relationships to accelerate original product development, pursue private-label opportunities and build a more consistent innovation pipeline.
“Rob brings an incredible amount of experience, energy and creativity to Electric,” said Adam Hasner, Senior Sales Executive at Electric Novelties. “He knows how to connect with customers, build excitement around products and turn ideas into business. I’m looking forward to working alongside him – and customers should get ready because the Rob and Hasner Show will soon be coming to a town near you.”
Phaneuf said Electric’s manufacturing foundation – and the opportunity to unlock it – was a major reason he accepted the role.
“Electric already has the essential pieces in place: strong customer relationships, experienced salespeople, established brands and proven manufacturing capabilities,” Phaneuf said. “What really drew me to this opportunity is the strength of Electric’s factory relationships and what we can create through them. The infrastructure and connections are already there; now it’s about unlocking their full potential. My goal is to help take Electric to an entirely new level – from a company that follows established categories to one that creates them. We’re going to develop original products, build stronger brands and bring customers ideas they haven’t seen before. I’m excited to work with Elan, Adam and the entire Electric team to make Electric a true innovation leader.”
Phaneuf’s appointment is effective immediately.
For more information please email robphaneuf@gmail.com
