Sherrill Furniture Company, an American luxury upholstery and case manufacturing resource, has selected Sydney Wells as its new chief marketing officer and Jim Morgan as its new art director of marketing.
“Our company is undertaking a number of strategic growth initiatives, including the digital transformation of our communications and sales processes,” said company president Thad Monroe. “We are thrilled to bring on two terrific hires who will help accelerate this change and deliver a best-in-class digital experience for our customers.”
In this new role, Sydney Wells reports to Dax Allen, Vice President of Marketing, and is responsible for developing Sherrill Furniture Company’s online presence, developing its content strategy and leading its creative development. This includes creating a new influencer marketing program. With this program, she will develop and execute strategies to engage end users, interior designers and commerce professionals with brand experiences and services representative of the Sherrill brand and delivering added value throughout the journey of the user. Additionally, she will manage all print marketing, press inquiries and event planning to create a cohesive omnichannel experience for Sherrill’s brands and customers.
“The things I see happening here at Sherrill Furniture Company over the past 2 years are incredible, and I am thrilled to add two very talented and experienced leaders to the marketing team. The work of our team will redefine the experience bespoke furniture and enhance the creativity of our customers,” said 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 and consistent aesthetic for each brand in the portfolio and providing images that enhance the perception of our brands with consumers and commerce. “Jim’s combination of creative development experiences 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 New York before moving into publishing in 1998 and spending the next 10 years leading creative design and writing for major national magazines. He entered the furniture industry with Mitchell Gold + Bob Williams in 2010 and spent a decade there as Senior Creative Director leading the design and creative teams.
Wells completed her business and marketing education at UNCW and spent the next decade developing her digital marketing expertise in sports marketing and digital agencies before moving into the furniture industry in 2018. for the past 4 years, she has led Theodore’s marketing efforts. Alexander, helping revamp their social presence, developing a new mobile-friendly website, as well as leading all digital, print and in-person marketing activities for the brand.