E.J. Welch Adds to Leadership Team with New VP of Marketing

E.J. Welch has found a new vice-president of marketing in Tressa Samdal.

The position was left vacant when Kavita McCarthy took on the role of president.

“I’m delighted to lead marketing for E.J. Welch, and I’m excited to be a part of this industry-leading team,” says Samdal.

Tressa Samdal

Samdal brings nearly 20 years of industry experience to the company. Previously, she served in a variety of marketing and product management roles for industry leaders, including Happy Floors, Florida Tile Inc., IVC US and Mullican Flooring. Her recent leadership positions at Happy Floors and Florida Tile focused on overhauling brand image, market research and strategy planning. Her responsibilities at E.J. Welch will include building brand awareness and leading all marketing initiatives.

Samdal’s predecessor, McCarthy, served in the position since 2020, when she joined the company. During this time, she helped elevate the E.J. Welch brand, redefine its competitive product position, and developed a strategic plan across customer service, pricing, procurement, marketing and sales enablement.

Kavita McCarthy

McCarthy transitioned to her role as president in August, bringing with her more than two decades of building materials experience, most prominently within flooring, holding progressive roles at CCA Global Partners and ProSource Wholesale.

“E.J. Welch is redefining the installer, independent retailer and commercial contractor experience, and I couldn’t be more excited to lead the charge as we evolve our infrastructure and elevate our go-to-market strategy,” said McCarthy at the time of her promotion.

In recent years, E.J. Welch has seen tremendous growth through acquisition that has led to a reorganization of the business.

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