THE COLONY, Texas—Schneider Optical Machines has promoted Kevin Cross to vice president sales, North America. Cross previously held the position of director of sales, North America.

“Schneider has seen incredible growth and market acceptance over the last several years, and much of that success is due to Kevin’s efforts since joining us in 2011. It takes a unique understanding of complex machinery solutions, how those solutions fit the needs of customers, and a tremendous passion for your products in order to succeed. Kevin has excelled in those requirements and I’m thrilled to promote him to this critical role as we grow our North American organization,” said Kurt Atchison, president of Schneider Optical Machines.

“Kevin’s leadership of the sales team with this expanded role offers our customers someone who has intimate knowledge of the unique challenges faced by optical labs and manufacturers in today’s ever changing market. And his customer-focused solutions continue to be an asset to Schneider and our customers,” Atchison added.

akarp@jobson.com