Interview: Perilstein talks about his new position at Vitro America

This week, Max Perilsteinjoined Vitro America, Memphis, as chief marketing officer for alldivisions. In an interview with Glass Magazine, the glassblog contributor and former vice president of marketing for Arch Aluminum & Glass Co., Tamarac, Fla., discusses the move and hisplans for the future.

What will your responsibilities as chief marketing officer entail?

I will be helping to develop the overall marketing plan for the three U.S. divisions of Vitro: Vitro America, Binswanger Glass[with more than 150 locations in 22 states] and Super Sky Products [Mequon, Wis.]. I will work on getting the message out about the talent these companies have and their ability to service and produce in this marketplace. They are fantastic companies with great people, and we're going to do all we can to show the world their abilities.

Why did you decide to join the company?

The company has been headed in the right direction for awhile. It has been making really smart moves and has incredible potential given its plans for the future. It's kind of like riding a wave. I'm getting on before it really hits its peak, and I'm going to ride it all the way through.

[The company] is very organized and has a great game plan for the future. Basically, we are going to continue to develop plans, products and programs to further our influence in the industry. It is exciting to be part of a group that is looking forwardand trying to be smart about where the industry is going, rather than just hanging on by its fingernails.

What are your goals in your new position?

Building brand awareness ... accentuating and leveraging the positives within this company and promoting them throughout North America ... and [the continuance of] Vitro as a good industry partner that protects and promotes the good of the glass industry.

What are you looking forward to most in your new position?

Getting to work with the folks here. There are a lot of people that I've known for awhile in the industry, who I've seen at shows and events. To get to work with them is pretty exciting. I miss all of the people that I worked with in my past, but I'm really excited about the group I get to work with now.

How do you think your background will benefit the company?

I'm a fourth generation guy in the glass industry, so I'm hoping that my experience and connections will help define areas of opportunity for Vitro and the other companies to expand and grow, and be more prominent in the marketplace.

Do you have any surprises in store for us?

Any surprises? No. I hope to just continue to be a positive, visible person. I still want to look out not only for my company, but for my industry.

Write Perilstein at mperilstein@vitro.com.