American-made luxury upholstery and case goods resource Sherrill Furniture Company has tapped Sydney Wells as their new Director of Marketing and Jim Morgan as the new Art Director for Marketing.
“Our company is undertaking a number of strategic growth initiatives including the digital transformation of our communications and selling processes” says company President, Thad Monroe. “We are very excited to land two great hires that will help accelerate this change and deliver a best-in-class digital experience for our customers.”
In this new role, Sydney Wells is reporting to Dax Allen, Vice President of Marketing, and is tasked with growing Sherrill Furniture Company’s presence online as well as developing its content strategy and leading its creative development. This includes the creation of a new Influencer Marketing Program. With this program, she will develop and execute strategies to engage end-users, interior designers, and trade professionals with brand experiences and services that are representative of the Sherrill brand and deliver added value across the user’s journey. In addition, she will manage all print marketing, press requests, and event planning to create a consistent omni-channel experience for Sherrill brands and customers.
“The things I see happening here at Sherrill Furniture Company over the last 2 years are amazing, and I’m excited to add two very talented, experienced leaders to the Marketing team. The work our team is doing will redefine the experience of custom furniture and empower the creativity of our customers” says Dax Allen, Vice President of Marketing for the company.
Jim Morgan will also report to Allen, and be responsible for the design and execution of Marketing Communications (print, digital and website) across the company, advancing a unique consistent aesthetic for each brand in the portfolio, and delivering imagery that elevates the perception of our brands among consumers and the trade. “Jim’s combination of experiences leading creative development for shelter publications and furniture retail will help us deliver the high-end digital toolkit our customers need” says Allen.
Morgan received his formal training at the Pratt Institute in NYC before moving to publishing in 1998 and spending the next 10+ years leading creative design and writing for large national magazines. He moved into the furniture industry with Mitchell Gold + Bob Williams in 2010 and spent a decade there as the Sr. Creative Director leading the design and creative teams.
Wells completed her Business & Marketing education at UNCW and spent the next decade building her digital marketing expertise in the sports marketing and digital agency arena before moving to the furniture industry in 2018. Over the last 4 years, she has led the marketing efforts for Theodore Alexander, helping to revamp their social presence, developing a new mobile-responsive website, as well as directing all the digital, print, and in-person marketing activities for the brand.
