Your Sure Partner

Our people are committed to excellence, exceeding expectations, and delivering superior products. With their skills, knowledge, and dedication, our team members become true partners in our clients’ success stories. By leveraging their expertise and creativity, our people develop solutions that not only meet but surpass expectations, delivering products of unmatched quality.

Leadership Team

Stuart Croxford


Stuart is an experienced engineering, manufacturing and business professional, with an engineering degree, MBA, and 40 years of operating leadership within manufacturing companies in the UK, North America, Southeast Asia and China.

He has a proven track record of success in a range of different manufacturing industries. Most recently Stuart led a China-based loudspeaker company to grow annual revenue from zero to $220 million and 3,500 employees in 10 years by serving most of the major premium audio brands in North America and Europe. Stuart is very customer and people focused. He always encourages employees to go above and beyond, to exceed customer expectations and bridge the language and cultural differences between East and West to build strong partnerships.

Stuart believes servicing the customer through empowering, encouraging, and developing employees is core to his success.

For fun, Stuart enjoys game fishing and classic car restoration.

Brian Carter

Director Of Business Development

Brian was SureSource’s first customer. He sourced cables, electronic equipment, audio amplifiers, speakers, and mechanical parts from SureSource for a national audio/video distributor in the U.S. Working with SureSource, he reduced product cost by 32%.

Given his positive customer experience, he joined the company in 2017 as Director of North American Business Development. Brian currently lives in Louisville, KY but his career has involved having offices in Ontario, Canada, London, England, Hong Kong, and various US states. Brian works with SureSource’s North American customers to coordinate their needs with the SSL China based team. His operations background helps him understand customers’ needs, facilitate movement of product to their docks, and provide a conduit to our China office.

Brian has over 25 years of experience working with North American clients and China sources. In his career, he has imported over 30,000 containers from China to ports in the United States and Canada. His relationships with freight forwarders and customs brokers enables SSL to meet customers’ needs at the lowest costs. Brian’s most memorable story of going above and beyond for a customer was his involvement in chartering five 747 aircraft to stay on schedule during a West Coast port strike.

William Tan

General Manager

William is based in China with over 26 years experience. He has worked for two well-known large scale audio companies (one Taiwanese and one Western owned). Since 2017, he has served as the head of Sourcing & Purchasing (supervising over 40 sourcing and purchasing staff), Project Management Manager (supervising over 20 project managers), Material Control & Planning Manager (supervising over 40 Production Material Control staff), and Product Costing & Quoting Manager and Director.

William has developed a deep knowledge with a wide range of product sourcing and product costing capabilities. He also deeply understands how to work effectively between Eastern and Western companies. With his extensive experience, he currently leads SureSource daily operating activities. William has an excellent level of English.


Michelle Xie

Deputy General Manager

Michelle is based in China and has over 10 years of experience in manufacturing companies and 5 years of experience in trade and sourcing companies. She has held various positions in production material control, customer service, logistics, and project management over the past 15 years. Thanks to her diverse  experience, she understands overseas companies’ cultural differences and expectations. Michelle has deep knowledge of manufacturing processes, quality systems, project management, logistics, and inventory management.

Michelle earned a bachelor’s degree in International Economics and Trade, and has advanced training in PMP, ERP systems, Supply Chain Management, and quality systems. She is highly proficient in English

Before joining SureSource, Michelle worked with William and Stuart in a successful Western- owned audio manufacturing company for 8 years, leading the Business & Logistic team with over 20 people serving global customers such as Apple, Bose, Harman, and B&O. She currently leads the PM team at SureSource in the role of Deputy General Manager, overseeing all aspects of product design, resource allocation, cost evaluation and quotation, sample approval process, mass production order delivery, logistics. Michelle is also focused on working with SureSource partner EV3 by supplying EV parts to EV companies around the world. She is leading the team overall including technical discussion, cost, schedule, and delivery .