Crossmark names Joe Crafton CEO

PLANO, Texas — Crossmark, a sales and marketing services company in the consumer goods industry, has announced several executive moves, including the appointment of Joe Crafton as CEO. He previously served as company president.

John Thompson, Crossmark’s CEO since 2010, now will focus primarily on acquisitions and strategic alliances as the company’s chief strategy officer. Thompson remains a shareholder, serves on the board, and will continue to be responsible for overseeing the company’s international businesses.

Ben Fischer maintains his role as COO and has assumed the additional title of president as well as other responsibilities.

The moves, which were effective Jan. 7, come after the recent majority investment in Crossmark by an affiliate of Warburg Pincus, which, according to Thompson, brings a renewed focus on growth.

“We have charted a course for the future that positions us well to grow our business and better serve our clients,” Thompson stated.  “I chose to create the new chief strategy officer role in order to better focus my efforts on external growth opportunities.  Simultaneously, Joe and Ben will continue to develop and lead new initiatives that will continue to enhance service to our clients and customers.”

Crafton began his Crossmark career in 1988, was elected to the board in 2000 and held a variety of leadership positions before being appointed president of the company in 2010.  Prior to joining the company, Crafton was a manager with Procter & Gamble. 

“For nearly 25 years, Joe has proven himself in a variety of Crossmark senior leadership roles in both the legacy sales agency business as well as emerging and innovative service businesses,” added Jim Neary, managing director of Warburg Pincus.  “Under Joe’s leadership of the company’s marketing services division, Crossmark has become the North American leader of in-store marketing services.”

“We have great people and a strong culture of exceeding clients’ expectations with service excellence.  With the twin tailwinds of both outsourcing and shopper marketing, we are well positioned for significant growth.  I look forward to building on our company’s strong foundation and to continue delivering more value and growth for our clients and customers,” Crafton stated. 


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