HICKORY, N.C. — Sherrill Furniture has promoted four to new positions, including one in a newly created position.
Most recently senior vice president of marketing and case goods merchandising, Dax Allen has transitioned to the new role of senior vice president of business development. Reporting to President Thad Monroe, Allen will introduce a more analytical approach to expand market share through new categories, channels and partnerships.
“Sherrill has been known for delivering exceptional quality and value in custom upholstery and occasional tables for 80 years now, and we are excited to create this new role focused on extending these benefits across the home,” said Monroe.
Having first joined Sherrill in 2022 as director of marketing, Sydney Wells Martin was promoted to vice president of marketing and will continue to focus on the company’s communication and public relations initiatives. She reports to Tom Zaliagiris, senior vice president of sales and marketing.
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Mark Copeland has become vice president of trade sales, after serving as head of Sherrill’s NYDC showroom, working with designers specifying custom furniture nationwide. He will continue to expand the company’s reach to the trade.
Kevin Steer has been promoted to director of compliance for all Sherrill divisions, where he will continue to navigate the ongoing tariff changes and work with the company’s supply chain to maintain compliance. He will continue to report to Lacey Griffith, senior vice president of IT and customer service.
“As we evolve with the marketplace and look toward the future of design and retail, it is imperative that we have the right leadership structure to support our ambitions,” said Zaliagiris. “These promotions underscore our confidence in the talent within our organization and mark a significant step forward in building a more agile and growth-focused business.”