New CCO & COO Leadership Roles Announced at AHF Products

AHF Products has announced that Mike Bell, previously the Chief Operating Officer (COO) for the company, has been appointed as the company’s Chief Commercial Officer (CCO). Darrell Keeling, formerly COO of Northwest Hardwoods, will be joining AHF as its new COO.

The Chief Commercial Officer’s role will be to segment and expand AHF’s customer and distributor base, both domestically and internationally, and also to introduce industry leading products with widespread appeal, leveraging best in class styling and features at compelling values. 

“We will be launching literally hundreds of new products under our various brands for our channel and retail partners. This will expand our market reach dramatically and allow all of our partners to grow their businesses profitably with AHF,” said Brian Carson, President and CEO of AHF Products. “With Mike dedicated to driving this growth, we will continue to expand on the innovation, excitement and hustle we have established in the industry.” As CCO, Mike will be responsible for global sales, product management, marketing, R&D, and customer service.

Mike is a veteran operational executive with over 30 years in wood products manufacturing and product development, five of which have been in flooring. In addition to his year as COO with AHF Products, Mike served as Vice President of the Armstrong Flooring Wood Division and VP of Operations for Europe with Armstrong World Industries. Prior to Armstrong, Mike led operational responsibility for Ashley Furniture in Mississippi.

Darrell’s expertise includes over 31 years in wood products. Prior to joining AHF, Darrell served as the COO for Northwest Hardwoods, where he led operations for over 20 locations, including safety and  environmental, capital and asset management, procurement of raw materials, quality standard adherence, transportation, sales of by-products and green lumber.

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