Our Atlantic Team

Eric Fry is the CEO and Owner of Sandler Atlantic, a leading provider of sales training, leadership development, sales management training, and professional coaching throughout Atlantic Canada. Eric works with business owners, executives, sales leaders, and sales professionals to improve sales performance, strengthen leadership capabilities, increase accountability, and drive sustainable revenue growth.

With more than two decades of experience in sales, leadership, and business development, Eric has held senior sales and management positions with organizations including Xerox, Staples, and ABM Integrated Solutions. His background spans sales leadership, team development, strategic planning, operational excellence, and organizational growth.

As a certified Sandler trainer and business coach, Eric helps organizations build high-performing sales teams, develop effective sales managers, improve sales processes, and create leadership cultures that support long-term success. His practical approach combines real-world business experience with proven sales and leadership methodologies.

A native of Sydney, Eric earned a Bachelor of Commerce degree from Saint Mary's University and has completed extensive executive development programs in Six Sigma quality management, change management, problem solving, high-performance teams, and technology applications.

Eric is deeply committed to leadership and community involvement. He serves as a board member of Entrepreneurs' Organization and has previously held leadership and board positions with United Way, Junior Achievement, and Fall River Basketball.

When he is not working with clients, Eric enjoys stand-up paddleboarding and spending time with his wife, Dawn, and their three children in Fall River.

To connect with Eric, reach out to him at eric.fry@sandler.com or connect on LinkedIn.

Daniela joined the Sandler Team in April 2018 bringing many years of experience. A native of Dartmouth, however, left many years ago and began her career in the construction industry in Toronto as a junior accountant and transitioned into banking in Ottawa for the Bank of Canada as an internal auditor and financial analyst.She took some time away from the corporate life when she and her husband moved to the US raising their 3 boys. While being a stay-at home mom she chaired various school and sports committees until she returned to the working environment in construction as a project coordinator for a Seattle company. In 2017 she and her husband returned to their native Dartmouth and taken on the role of Office Manager for Sandler Training in Halifax.Send DataSend Data

Kent Murphy is a seasoned sales strategist who helps organizations unlock their full revenue potential through smart, scalable systems. Kent is a UNB alumnus (BBA’89) and a Fredericton resident.  With over two decades of experience guiding B2B and B2C companies across North America, Kent has built a reputation for transforming sales teams into high performance engines. His approach blends deep expertise in sales leadership, process design, and technology integration, especially in leveraging CRM and AI to accelerate growth.  Kent has developed and delivered sales training programs for Planet Hatch, Energia, UNB Summer Institute and UNB TME.  He is currently a mentor to The COVE UK Innovate Program and NATO DIANA.

Momin Sheikh is a revenue specialist who helps businesses build predictable, sustainable growth through disciplined sales execution. An Economics graduate from Kyiv National University, Momin resides in New Brunswick. With over 12 years of tech sales experience across four countries, Momin has developed a rare perspective on how businesses operate differently across regions and what universally drives growth. Currently focused on helping B2B organizations strengthen GTM execution and revenue system.