The Toronto-based company (TSX:AF) issued a news release on July 23 saying it had "terminated" Joel Matlin from the role of chief executive, following a nearly year-long strategic review.
But a week later, the high-profile spokesman continues to appear in the company's television commercials.
"If you're going to get rid of the face of the company, wouldn't it make sense if you had a marketing plan in place?" Matlin said Tuesday.
"I'm surprised but it says to me that I guess they like the brand."
Matlin, who has been at the helm of the company since its inception in 1988, has called on shareholders to reinstate him through a proxy vote. The ousted CEO said he's also considering his legal options.
Matlin, who holds a nearly eight per cent stake in the company, will continue to serve as a company director.
AlarmForce has named chief financial officer Anthony Pizzonia as interim president and chief executive until a replacement is found. Matlin has alleged that his dismissal resulted from a conflict with Pizzonia.
He said he was stunned when he arrived at a board meeting last week and was unexpectedly fired.
"Walking in to a board meeting and being told that you're no longer required is kind of shocking when you've delivered great quarterly results, as I have," he said.
The company nearly doubled its net income in the quarter ended Jan. 31, as it gained subscribers and reduced marketing costs.
A spokesman for AlarmForce could not be immediately available.
Earlier this month, AlarmForce's strategic review, which included a possible sale of the company, was completed without a deal.
AlarmForce, which has operations in Canada and the United States, provides security alarm monitoring, personal emergency response monitoring, video surveillance and other services.
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