AlarmForce axes founder Joel Matlin

AlarmForce announced that it had parted ways with Joel Matlin, the longtime face of the company Tuesday. (Image: YouTube screen grab)

TORONTO -The familiar face of the TV pitchman of the AlarmForce home security system won't be quite as familiar anymore, as AlarmForce Industries Inc. (TSX:AF) says it has "terminated" chief executive Joel Matlin after a strategic review of the company.

The home alarm company says it has started a search process to find a permanent replacement.

In the meantime, AlarmForce named chief financial officer Anthony Pizzonia as interim president and chief executive.

Matlin holds a nearly eight per cent stake in the company, according to data compiled by Thomson Reuters. He will continue to serve as a company director.

AlarmForce completed a nearly year-long strategic review, including a possible sale of the company, earlier this month without a deal.

The company said at the time it would focus on growing its business.