Craig Sholder Joins SNA Displays as Sales Director

Craig Sholder has joined SNA Displays’ sales division and will work out of the company’s downtown Los Angeles office. Sholder, who brings 20 years of sales and business development experience, is primarily responsible for managing accounts in the western U.S.

A seasoned executive in the commercial AV and digital display industry, Sholder also supports SNA Displays’ Preferred Partner channel program. Sholder was previously vice president of sales and later executive vice president of business development at Christie Digital Systems, leading multiple corporate growth initiatives.

“I’m definitely a hands-on sales and business development guy,” says Sholder. “My expertise is in both hardware and software solutions that help businesses grow and become more profitable. SNA Displays believes strongly in long-term customer relationships instead of one-off sales, and that attracted me very much to the company. I look forward to applying my tactical and strategic mindset to help SNA Displays, its partners, and its clients.”

Sholder says throughout his career, his goals have been to exceed customer expectations, build strong relationships, and provide state-of-the-art solutions to systems integrators, consultants, architects, content creators, and industry media.

“We’re very excited to have Craig join the SNA family,” says Jason Helton, executive vice president of SNA Displays. “His extensive experience in sales and market strategy is a key addition to our roster.”

Sholder was the first recipient of the “Big Deal Award” in recognition of his negotiating a $40 million sales contract at Christie. He’s also a co-inventor of Virtual Cinema, an in-home video streaming technology.