Orchid Ceramics has added Kristin Good Williams to its sales and marketing team. Williams, who will act as regional sales manager in the Western U.S. and Texas territory, will be responsible for the market development and sales of the complete Orchid product lines, including Orchid Ceramics, Orchid Porcelain and Orchid Expresión products.

The addition of such an industry expert is in line with Orchid Ceramics re-branding and re-positioning program that aims to propel the eight year company into the high-design, inspirationally focused home market with their new offerings of premium tile, accents and decoratives products, the company stated.

Williams, who holds a degree in interior design, has more than 15 years of experience in the tile industry and most recently was a U.S. sales and marketing manager for Design America, where she was responsible for implementing a commercial sales and marketing program within their existing channels. Williams has also worked for Casa Dolce Casa as a North American sales and marketing manager, where she was responsible for over 23 states.

Williams will support the launch of Orchid’s new products, which are scheduled to be introduced throughout the year. These products will be supported by a consumer-focused integrated marketing campaign including public relations, social media, designer collaborations, a website that reflects the new branding and a new tagline ‘redefining luxury from the ground up’ that will support the retailers and distributors.