General Formulations has appointed Jay Kroll as its new director of product education. In this role, Kroll will lead efforts to improve product knowledge and customer support through new training and certification initiatives.

His primary focus will be the creation of the GF Wrap Training and Installer Certification Programs. These will include structured dealer events, curriculum-based training classes, and tiered certification tests designed for new and experienced installers.

The position adds a strategic layer to the company’s leadership team. Kroll will work across departments—including sales, marketing, product management, and research and development/quality assurance—to deliver technical training and support for General Formulations’ full range of pressure-sensitive media. These include products for vehicle, window, wall, and floor applications.

“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,” Kroll said.  

Kroll has spent the past five years with General Formulations. His new role will focus on aligning educational content with customer needs and product performance.