Bill Graves has joined Inside Edge Commercial Interior Services as svp sales, national accounts. Additionally, Lisa Bien-Sinz has joined the company as svp sales for local markets, a new division. They will both report to David Moeller, ceo.

Graves’ 30-year career includes experience in sales, manufacturing and floor covering distribution. Prior to joining Inside Edge, Bill was the svp sales for Mohawk Industries, responsible for managing the sales teams in the Eastern and Midwest Divisions and Canada, and implementing the sales team merger across all Mohawk brands. Prior to joining Mohawk Industries, Bill was effective in driving sales and providing leadership to several local flooring service companies.

“We’re excited to add someone with such extensive manufacturing and flooring installation service experience. Bill will be instrumental in providing leadership to our national account sales team and will be a critical factor in growing our expanded service offering across multiple market segments,” said Moeller.

Bien-Sinz's 25-year career includes experience in sales, business development and marketing with 10 years in the building products industry for Andersen Windows and Cambria Quartz Countertops. Prior to joining Inside Edge, Lisa was GE's senior marketing officer of home improvement. She was also instrumental in launching new start-up strategies at Andersen Windows, IBM and Cambria Quartz Countertops.

“We’re excited about expanding our proven flooring service model to reach customers at the local level. Companies within a single region will now be able to take advantage of our unique business model that increases service and lowers costs that our national account customers have been experiencing for years. We are fortunate to have Lisa’s leadership and experience to launch this new division and implement our local market strategy,” Moeller noted.

As part of the strategy, the company said it will focus on four strategic markets, setting up operations in the N.Y. metro market; Washington, D.C.; Chicago and Minneapolis. The company said it plans to expand into other cities in 2011.

Specific services provided by Inside Edge include material sourcing, nationwide installation and project management, INspire! Polished Concrete Flooring, sustainable flooring services, fixture moving/furniture lifting and restoration. For more information,