TOTE Maritime Alaska Leadership

Alex Hofeling

Vice President & Alaska General Manager

Serving as Vice President and General Manager, Alex Hofeling is the face of TOTE in the state of Alaska, working closely with the Port, labor partners, customers, and the community to ensure that TOTE continues to offer reliable, best-in-class service to the Last Frontier state.

Alex joined TOTE Alaska in 2013, serving as Regional Sales Manager and Director of Marketing before taking over the Vice President and General Manager of Alaska role.

Chris Rye

Vice President of Operations

As Vice President of Operations, Chris is responsible for Terminal, Equipment, Fleet, and Maintenance departments. He oversees the operation to ensure that TOTE’s safety, customer experience, continuous improvement, and employee engagement goals are met.

Prior to joining TOTE Alaska, Chris was a Project Manager for the construction of the world’s first LNG powered container ships, the Marlin Class. After delivery of the Isla Bella, he moved to Jacksonville in 2015 to manage the vessels as Port Engineer for TOTE Services. He transitioned to TOTE in 2017 as Director of Operations for TOTE Puerto Rico and oversaw the operations at the Jacksonville terminal.

Bill Crawford

Vice President of Commercial

As Vice President of Sales & Marketing, Bill is responsible for creating and implementing strategic plans for the sales and marketing teams and ensuring financial performance objectives for the organization are achieved.

Bill brings over 19 years of experience in the shipping and LTL industries to TOTE . Bill started his career at TOTE in Anchorage, Alaska in 2003 as an Account Executive covering vehicles, LTL, reefers and construction segments. He then was promoted to Special Projects & Logistics Manager, Lower 48 Sales Manager, National Sales Executive, Director of Sales and most recently Vice President of Sales & Marketing. Prior to joining TOTE he held various sales and management positions at Roadway Express.

Michael Pearce

Vice President of Service Excellence

As the Vice President of Service Excellence, Michael is responsible for the strategic development of Customer Operations and Continuous Improvement, as well as overseeing the day-to-day operations of the Service Excellence teams; Customer Service, Continuous Improvement, Cargo Support, Documentation/Rating, and Invoicing.

Michael brings over 15 years’ experience in strategic leadership, customer experience, business development, and employee engagement. Previously, Michael was the Director of Strategy Development with Swedish Medical Group before becoming a Managing Partner with Ionic Strategies in Seattle, WA, where he worked with businesses to improve branding, culture, and customer operations.

Michael received his Bachelor of Arts in Political Science from Western Washington University and a Juris Doctorate Degree (Cum Laude) from Seattle University School of Law.

Seth Storset


Seth Storset brings over 15 years of maritime experience and safety leadership. As Director of Safety, Seth is responsible for Safety, Health, and Environmental for TOTE Maritime Alaska. He oversees long-term strategy and implementation of key programs to ensure everyone at TOTE and our key partners put safety at the forefront of every decision and action.

Prior to joining TOTE Maritime Alaska, Seth worked for stevedoring companies in the port of Tacoma and Seattle. In 2015, Seth transitioned to TOTE Maritime Alaska as the Tacoma Terminal Manager and later Sr. Operations Manager to oversee TOTE’s safety, operational excellence, customer, and colleague experience.

Seth was promoted to Director of Safety in 2018. Seth holds an undergraduate degree in Communications from the University of Washington (2006) and an Executive MBA from the University of Washington’s Foster School of Business (2019). He completed an Aviation Safety Management Systems Course at the University of Southern California, Los Angeles, and achieved a Green Belt in Lean Six Sigma from Maersk.

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