Wausau Coated Products appoints senior product category manager

Twenty-year veteran takes charge of product category management.

Wausau Coated Products has appointed Gina Roemke as senior product category manager for rolls, leveraging her 20 years of experience at the independent, family-owned manufacturer of adhesive-based label products.

Roemke brings experience spanning sales, HR and customer service to her new position, where she will guide initiatives connecting product innovation with market demands and the company's long-term vision.

'I'm thrilled to step into my new role,' Roemke stated. 'The opportunity to drive innovation and align our product portfolio with market needs and company goals is incredibly energizing. I'm eager to collaborate with our talented team and leverage data-driven insights to deliver customer-centric approaches to the industry.'

During her tenure at Wausau Coated Products, Roemke led the customer service team through the COVID-19 pandemic, integrating remote teams and deploying new systems.

'That period demanded action-oriented leadership, cultural integration and trust-building across distances,' Roemke explained. 'It shaped how I approach challenges with strategy, empathy and a focus on outcomes.'

Roemke added: 'Our labels aren't just functional, they're crafted to enhance brand identity, ensure durability and deliver value across industries. I aim to elevate our portfolio with high-quality products tailored to diverse vertical markets.'

'With over 20 years of experience at Wausau Coated Products, Gina brings deep customer insight, industry expertise and a proven track record of leadership and project management,' commented Adam Frey, vice president of converter direct. 'Her strategic mindset and dedication to excellence will be instrumental in driving future success for our customers and for WCP.'