Watchfire names Chris Kelm VP of on-premise sales

Watchfire, a manufacturer of LED signs, digital billboards, and video displays, announced that Chris Kelm has joined the company as vice president of on-premise sales.

“For nearly a century, Watchfire has built its business on trusted relationships with the sign companies that bring its products to local businesses and communities. Leading the on-premise division carries a responsibility to uphold that trust while helping partners pursue new opportunities,” stated the company in a press release.

Kelm brings a background in supporting distribution premises, developing on-premise, and aligning commercial operations around partner success.

“Chris brings deep expertise in dealer channel strategy, with a strong foundation in leadership and sales operations,” said Steve Harriott, president and CEO of Watchfire. “His background aligns well with Watchfire’s values, and he will further strengthen our relationships with our sign company customers.”

Kelm most recently served as vice president of Foodservice Sales at The Vollrath Company, where he led a 60-person sales organization and oversaw distribution strategy across multiple markets. Previously, he spent more than 15 years at Johnson Controls in roles spanning finance, corporate strategy, commercial operations, and sales management. His responsibilities included directing the commercial functions and business transformation efforts for a $1.6 billion product business and leading the global channel strategy and commercial operations supporting approximately 2,000 sellers across 10 business units.

“Joining Watchfire is an incredible opportunity,” Kelm said. “The company has built a remarkable reputation as an industry leader with premier products that set the standard, and we’re backed by the best dealer partners in the business. But what really drew me in is the culture. It’s focused, mission-driven, and powered by people who are eager to win. I’m excited to be part of this winning team.”

Kelm succeeds Dave Warns, who is stepping back after 14 years with Watchfire. Warns helped build the company’s on-premises sales organization and has been a tireless advocate for its dealers and customers. Watchfire recognizes his leadership, dedication, and the strong foundation he leaves for the team’s continued success.