General Formulations Appoints Jay Kroll as New Director of Product Education

Jay Kroll

General Formulations, the solutions leader and global manufacturer of pressure sensitive media, film, and laminates, is proud to announce the appointment of Jay Kroll as its new Director of Product Education. In this dynamic 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’ (GF) global customer base.

In this new role, 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.

“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,” said Kroll. “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.”

Kroll brings a unique blend of hands-on product knowledge, application expertise, and passion for teaching to this new position. His leadership will play a key role in expanding General Formulations’ ability to serve its partners and customers with even greater depth, expertise, and innovation.