Rome, N.Y. - Cathedral Corporation, a national provider of transactional documents, customer care communications, personalized direct mail and e-marketing programs, has named print industry veteran Tom Wetjen its senior vice president of business sales.
 
Wetjen, who spent more than three decades helping to keep Xerox on the leading edge in a changing marketplace, will be responsible for leading the current sales organization and sales management process, growing business, developing new markets and expanding market coverage.
 
"Tom has been actively involved in bringing world-class solutions to the graphic arts market around the world," said Marianne Gaige, president and chief executive officer of Cathedral Corporation. "Our customers will benefit from the global reputation and graphic arts experience he has fostered over the years."
 
Wetjen retired from Xerox Corp. in 2008 as vice president for worldwide graphic communications, which included responsibility for global marketing of graphic communications. He then was hired as president of Graphic Communications World and publisher of the Greensheet, a 40-year-old bimonthly newsletter targeted to owners of commercial printing companies. Wetjen redirected the publication from news reporting to industry analysis.
 
Wetjen has been inducted into the National Association for Printing Leadership's Walter E. Soderstrom Society. Named for one of the late founders of NAPL, the Soderstrom Society is an honors organization providing industry leaders with the opportunity to exchange ideas, suggest improved practices, and recognize the contributions of their peers.
 
He has also served on several print-trade boards including the National Association for Printing Leadership, Printing Industries of America Affiliates and the Digital Imaging Customer Exchange.
 
Wetjen holds a bachelor of science in business management from Fairleigh Dickinson University.
 
Cathedral serves 5,000 clients in a wide range of businesses, including credit unions, banks, educational and health care institutions, utilities, religious organizations and a variety of industries.
 
In fall 2010, Cathedral received a Direct Marketing Association Innovations Award for its multi-channel communications campaign developed for the Diocese of Erie. The campaign targeted 5,000 lapsed donors and resulted in 600 pledges totaling more than $125,000 within weeks of deploying the campaign.
 
The firm received Xerox Corp.'s "Best-of-the-Best" award in transpromo in 2010 for its work with Citadel Credit Union for which it redesigned its customer statements, adding color to highlight key information such as deposit and loan balances, helping to eliminate customer confusion.
 
Cathedral earned its first "Best-of-the-Best" award for direct marketing in 2009 for its work with St. Mary's University of San Antonio, Tex., which drove record student search response, applications and enrollment with a personalized direct marketing piece for prospective students.