you are right on

they actually bought a company and hired the previous SBU president from a larger competitor. the president wanted to expand. his boss with a finance background wanted profitability...

this time around they hired a sales guy from a related, but different industry.  I suspect they assume they can simply sell consumer products to the business market - which would not be a good idea.

I guess there is one more year to go before they decide if the svp is gonna to stay or not.