Feb 28, 2024
Midwest Groundcovers appoints new vice president of sales and marketing

Midwest Groundcovers announces the promotion of Nikki Melin to the position of vice president of sales and marketing.

With a career spanning over 15 years at Midwest Groundcovers, Melin has seamlessly navigated various facets of our operations, excelling in customer service, distribution and outside sales. Her most recent role as the sales operations manager underscored her exceptional leadership and strategic prowess. Melin holds a bachelor’s of horticulture with an emphasis in urban forestry from the University of Illinois, Urbana-Champaign, and she further fortified her expertise with a masters of business administration from the Gies College of Business, University of Illinois, in 2020.

Melin’s outstanding contributions were celebrated when she was honored as part of the Greenhouse Product News 40 Under 40 Class of 2020. Highlighted were her accomplishment of designing an assembly process using lean flow techniques to build a new, more efficient process and for being integral to continued growth and development of Midwest’s Natural Garden.

In her new role as vice president of sales and marketing, Melin assumes responsibility for spearheading strategic and tactical plans to enhance customer service, expand market share, and explore new markets. Her overarching goal is to align sales and marketing strategies, promoting, recommending and driving sales for our diverse product and service offerings while maximizing market exposure.

Paul Pirkle, president of Midwest Groundcovers stated, “Nikki’s combination of horticultural passion with business acumen consistently delivers exceptional results. Her active participation in ILCA, including a role on the Board of Directors, reflects her commitment to industry growth. I look forward to collaborating closely with Nikki to execute our strategic initiatives and solidify our position as the first choice for customers and partners throughout the Midwest.”

Chairman of the Board, Christa Orum-Keller, added, “Nikki’s wealth of experience, formal training, industry connections, and profound understanding of Midwest Groundcovers uniquely position her as the ideal candidate for this leadership role. Her ability to provide meaningful solutions for our customers and drive growth aligns perfectly with our vision.”