La-Z-Boy Expands Advertising Department

Furniture World Magazine

La-Z-Boy, the nation's largest manufacturer of upholstered furniture, has announced the expansion and reorganization of its advertising department. According to Kevin R. Wixted, director of advertising and public relations for La-Z-Boy, the changes are designed to enhance the company's technological capabilities and support its increased retail and national advertising efforts. "Our advertising efforts have increased tremendously during the past few years," explained Wixted. "We are offering more programs in more formats than ever before to accommodate our retailers' needs and ultimately reach consumers wherever they look for information about furniture – be it television, radio, magazines, direct mail or the Internet." Toward that goal, La-Z-Boy has hired William S. Sandifer, II as advertising technologies manager. This newly created position combines all La-Z-Boy Internet efforts, the photography studio and the desktop publishing department into a marketing-focused resource. The goal of this resource is to provide cost-effective advertising and marketing-based programs and support for La-Z-Boy sales representatives, dealers and consumers. Sandifer has more than 12 years of experience in the technology field. In 1993, he founded Technology Dimensions, Inc. in Monroe, Mich., where he has served as president and CEO for the past six years. Previously he was director of technology for Monroe Public Schools. Sandifer reports to Wixted. "As we look to increase our presence on the Web and explore ways to make conducting business more efficient, Bill's technological expertise will be essential in helping us achieve our goals," said Wixted. "His background adds a new dimension to our advertising team and allows us to further expand our marketing resources." Supporting Sandifer is Joe Gorecki as Internet coordinator. Gorecki is responsible for developing and maintaining an active Internet presence for the variety of La-Z-Boy Web sites. Additionally, he manages all peripheral Web site programs for La-Z-Boy Furniture Galleries dealers and the La-Z-Boy Business Furniture Group. Prior to joining La-Z-Boy, Gorecki worked as a private contractor for PRT Industries, a maker of computerized control panels for large corporate factories and freelanced as a Web design consultant. He reports to Sandifer. In other department changes, Mark Wagner, formerly retail advertising manager, moves to fill the vacant Furniture Galleries advertising manager position. In his new role, Wagner manages and develops the marketing and advertising communications programs for the La-Z-Boy Furniture Galleries stores, a growing network of more than 225 independently owned and operated La-Z-Boy licensed home furnishings stores. Since joining La-Z-Boy in 1996, he has developed comprehensive advertising programs and materials for the La-Z-Boy network of general dealers. Wagner has more than 13 years of sales and marketing experience, previously as a territory manager for Peoria, Ill.-based Multi-Ad Services, Inc., and partner and sales and marketing manager for Key Multimedia in West Bloomfield. He will continue to report to Wixted. "Mark's solid management and organizational skills combined with his knowledge of effective creative communications will provide the leadership necessary to continue building a world class communications program for our growing network of Furniture Galleries stores," said Wixted. Leslie Verral was hired to fill the position of retail advertising manager, formerly held by Wagner, and is responsible for creating and producing retail advertising programs and support materials, point-of-sale support and other communications/advertising projects for all La-Z-Boy general dealers, In-Store Gallery dealers and national accounts. Verral comes to La-Z-Boy from Desmonds Formalwear in Toledo, Ohio, where she developed and implemented sales and store promotions for more than 100 stores as marketing communications manager. Prior to joining Desmonds, she was promotions/marketing director for WKKO-FM, WTOD-AM, WYHK-FM and WRQN-FM in Toledo. Verral reports to Wixted. "Leslie has a strong retail advertising and marketing background that will serve her well in her new position," said Wixted. "We are confident in her abilities to provide the type of vision and direction this program requires." Joining La-Z-Boy as creative services coordinator is Nicholas N. Salinas. He reports directly to Verral and is responsible for developing and producing retail advertising materials, point-of-sale materials and other departmental communications/advertising projects for La-Z-Boy. Previously Salinas worked as an alternative publishing consultant at The Monroe Evening News. Headquartered in Monroe, Mich., La-Z-Boy is the nation's largest manufacturer of upholstered furniture and the world's leading producer of reclining chairs.