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SURTECO North America Announces Strategic Executive Promotions in Strategy, Sales and Design

April 10, 20234

SURTECO North America, a key player in decorative surface technology as part of the global SURTECO GROUP SE, today announced significant leadership changes aimed at bolstering its position in North America. Each promotion signals a strategic move toward a unified leadership structure across the company's product lines of SURTECO and OMNOVA.

Dustin Smith, previous Strategic Alliance and National Accounts Manager for OMNOVA – A Division of SURTECO, will assume the role of Vice President of Strategy and Innovation for SURTECO North America overseeing channel and product strategy, product management and design.

Stephen Crooks, formerly National Sales Director for OMNOVA – A Division of SURTECO, has been appointed as the new Vice President of Sales for SURTECO North America, overseeing sales operations for films, laminates, and decor paper for SURTECO North America.

Jane Suchla, former Creative Manager for OMNOVA Laminates and Films will take the helm as Director of Design for SURTECO North America, bringing a fresh vision to the division and strengthening innovation in product design.

SURTECO North America CEO Terry Hemmelgarn, expressed great confidence in the new appointments: "We are thrilled to announce that Dustin Smith, Stephen Crooks and Jane Suchla will take on their new roles. Dustin is a respected industry veteran who has long term relationships with customers, channel partners and suppliers that allow him to establish differentiated channel and product strategies.”

“Stephen brings a wealth of experience in sales management in the surfaces industry. This is a great fit for the broad product range in the newly combined companies,” he continued. Jane is a well-known design leader in the surfaces industry, and I look forward to what she can do with the integrated product lines.”

“Their proven leadership capabilities and dedication to service excellence make them the perfect candidates to guide our commercial team and innovate our strategies respectively. We are confident they will provide outstanding service to our customers and bring valuable leadership to our commercial teams."

SURTECO North America has been a longstanding leader in the industry, known for its comprehensive range of surface materials, including papers printed with decor designs, impregnated materials, and a variety of plastics-based products. The company acquired OMNOVA Solutions, Inc. in March 2023. With the announcement of these executive changes, the company reaffirms its commitment to remaining united at the forefront of surface technology.

The organizational changes come at a time when the company is focusing on expanding its reach and enhancing its product offerings in response to increasing market demand.

Terry Hemmelgarn added, "These promotions reflect our commitment to excellence and the future-oriented approach we're taking to remain industry leaders. It's an exciting time for OMNOVA and SURTECO North America, and we're looking forward to what the future holds with our new leadership team at the helm."

SURTECO North America serves a wide array of industries from the wood-based, flooring and furniture sectors to interior design, kitchen and bath and RV. The company has production sites across the country, including facilities in Pennsylvania, North Carolina, South Carolina, Mississippi, Ontario, Canada, and Rayong, Thailand.

SURTECO North America divisions are managed by a senior leadership team reporting directly to Group CEO Wolfgang Moyses and Co-Chair Lawrence Schorr, comprised of CEO Terry Hemmelgarn, CFO Gudrun Pechtold, Vice President of Operations Reinhold Affhüppe, and Director of Marketing Molly Mellen. The company's coated fabrics division OMNOVA Engineered Surfaces Co, Ltd. is managed by CEO Rodney Cuevas.

For additional information on SURTECO North America or OMNOVA – A Division of SURTECO and its products, please visit

About SURTECO North America:

SURTECO North America, a division of SURTECO GROUP SE, encompasses expertise in decorative surface technology with an extensive product portfolio. The company's advanced materials are utilized in various industries to create aesthetically pleasing and functional surfaces. With a focus on innovation, sustainability, and design, SURTECO continues to provide value to its customers and invest in the future of surface technology.