Elevate roofing adds Palmer; sales team restructuring continues

NASHVILLE, Tenn.—Elevate Commercial Roofing Systems and Lining, a brand within Holcim Group's building envelope unit, has added Frank Palmer as senior vice president of sales.

In his new role, effective Jan. 31, Palmer will lead sales and market growth initiatives for Elevate, GenFlex and GenTite brands for the U.S., Canada and Latin America.

"With an extensive career spanning nearly three decades in the roofing industry, Palmer brings a deep understanding of customer needs and a proven track record of success," said Kristin Beck, president of the Elevate segment at Holcim. "We are excited to welcome a senior executive with Palmer's industry credibility and natural prowess for developing and inspiring team members."

Palmer previously has worked for Advanced Foam Plastics, Carlisle Construction Materials and SRS Distribution.

Palmer's appointment is part of a larger restructuring at Holcim.

The Elevate U.S. sales team is transitioning into east and west divisions, each led by a senior sales director.

In addition, the role of vice president of supply chain and customer experience has been created to focus on "end-to-end optimization" and "improved customer-centricity."

Since the Firestone Building Products acquisition in 2021, Elevate—now No. 2 in flat commercial roofing and No. 5 in residential roofing—has invested millions in operational improvements, increased manufacturing capacity and added new locations in North America and Europe.

Most recently, the company infused $25 million into an EPDM plant in Prescott, Ark., and $12 million into a thermoplastic olefin facility in Muscle Shoals, Ala.

Holcim Building Envelope is the $3.5 billion flagship segment of Holcim Solutions and Products, which itself is under the Swiss multinational Holcim Group.