Vitamix tapped consumer products veteran Steven Laserson to fill the newly created position of chief commercial officer.

This role will oversee the integrated process of bringing new products to market, which includes the blending together of marketing, brand, sales, product management and engineering to support each initiative.

Laserson spent the past 24 years with American Greetings Corporation, where he most recently served as senior vice president of sales for the Cleveland-based designer, manufacturer and retail service provider of digital and physical social expression products. Prior to joining American Greetings, Laserson worked with PepsiCo.