General Formulations Appoints New Director of Product Education

Jay Kroll

General Formulations (GF; Sparta, MI) has announced the appointment of Jay Kroll as its new director of product education. In this new role, Kroll will spearhead initiatives to deepen product knowledge, enhance customer success, and build innovative training programs that support the growth and success of General Formulations’ global customer base, according to a press release.

Kroll’s primary focus will be establishing the GF Wrap Training and Installer Certification Programs — a comprehensive education platform that includes structured dealer events, curriculum-based training classes, and tiered certification testing for both entry-level and expert installers.

The director of product education is a strategic addition to General Formulations’ leadership team, dedicated to supporting sales growth across all GF films — including vehicle, window, wall and floor applications. Kroll will collaborate closely with sales, marketing, product management and R&D/QA teams to deliver technical expertise, develop educational resources, create installation and instructional videos, and maintain a robust GF Installation Certification Program. His work will empower the sales team with field-ready tools, specification opportunities and hands-on training that drive customer success — per the press release.

“For the past five years, I’ve been honored to work alongside the incredible product management team at GF, developing and improving solutions in Cut & Craft, Wall Graphic and Transit Media categories,” Kroll is quoted in the press release. “Today, I’m thrilled to transition into this new role where I can bring technical knowledge directly to the field — turning insights into training, tools and support that deliver confident installations, stronger sales and better products. This is part of GF’s commitment to delivering the best experience, service and support in the industry, and I’m excited for what’s ahead.”

For more information, visit generalformulations.com.