Soft-Lite Gorell Promotes Three

May 29, 2012

Operating as newly-merged organization, Soft-Lite Gorell LLC has promoted three team members to new positions to develop and enhance the replacement window and door maker’s ability to serve its customer base. Steve Cespedes has been promoted to national account manager-corporate business development, Furman Raine is now director of sales-Eastern division, and Kevin Koznick is director of sales-Western division.

“The acquisition of Gorell Windows & Doors LLC has given us the opportunity to create the most professional and highly-skilled force in the window industry,” say Greg Irving, Soft-Lite Gorell vice president for sales and marketing. “Our combined knowledge and expertise will provide our customers with unparalleled advice, service and product.”

Cespedes started in customer service/order entry with Soft-Lite more than nine years ago. His tenure includes a stint in the manufacturing plant and service as a regional sales manager in 11 states. As part of his new duties, Cespedes is account manager for the vinyl window manufacturer’s large accounts. In addition, he serves as Soft-Lite Gorell’s official company trainer and will work on marketing platforms with Irving.

“I am extremely excited about the opportunity to help make Soft-Lite Gorell the most respected and sought-after name in the industry,” says Cespedes. “We have the broadest and best-performing product lines in the industry that can satisfy any customer’s needs.”

A nearly seven-year employee with Soft-Lite, Raine has 25 years of experience in the building fenestration industry, with a specialized focus on windows and doors over the past 18 years. Covering the Eastern U.S. from Maine to Florida, including Tennessee and Alabama, his team consists of Charley Dorsey, John Hudnall and Larry Creech.

“I am most excited about partnering [with] Soft Lite Gorell products to offer sales training and marketing in combination with the best, broadest product line available,” Raine notes.

Koznick has six years of experience with Soft-Lite and another 10 in the vinyl siding industry, covering the same territory as his new Soft-Lite Gorell position—west from Pittsburgh to Colorado and south from Minnesota to Texas. His team consists of Bob Richards, Tom Sena, Chris Hill, Eric Myers, Mark Hobbs and Carol Leonard.

“I am looking forward to marrying both Gorell and Soft-Lite’s marketing platforms while implementing responsive, customer-focused strategies in the field,” Koznick reports.

“I am very pleased to announce the new Soft-lite and Gorell combined sales and marketing team,” Irving adds. “Their expertise, knowledge and commitment will provide major benefits for Soft-Lite Gorell and its customers.”

Based in Streetsboro, Ohio, Soft-Lite acquired the assets of Gorell Windows & Doors in February.