John McCahan steps into the role of Chief Customer Experience Officer, bringing a background in AI-driven service transformation from his previous tenure at FTD. His mandate focuses on integrating data-backed insights across all customer touchpoints. Joining him is John Peck, who assumes the position of Vice President of Sales after a 28-year career in industrial distribution and supply chain management. Peck will oversee the firm’s unified sales organization, coordinating across product teams and logistics to accelerate growth.

Rounding out the leadership expansion, Monica Sarmiento joins as Director of Human Resources. With a background spanning McCormick & Company and MegaMex Foods, Sarmiento is tasked with refining talent acquisition and fostering a high-performance culture. CEO Steve Cavin noted that these appointments are intended to solidify the company's position as a primary partner for sign shops and automotive film installers. The move comes as Fellers continues to invest in its proprietary technology, including the DigiCut software platform, and expands its inventory of materials from manufacturers like 3M and Avery Dennison.