For over 64 years, Holmes Custom has fiercely believed in the importance of our employee culture. We believe that when our team is happy and healthy, they are productive and efficient and they deliver our customers the best possible product and service. Our team is made up of talented, smart, and experienced individuals, each offering something unique. Learn more about our owners and leadership team here.

Our Owners

Bryan Croft

President and CEO

Bryan received a Marketing degree from the University of North Florida and joined the family Company in 1998 starting in production of nametags, learning the business and the products we manufacture. Bryan pushed the company into selling online in 1999 and moved out of production into sales and marketing. Since purchasing the company in 2009, Bryan spends his time thinking about innovation and how we can sell more stamps, signs, and other products. He is also driven by a passion to analyze and improve processes, especially how we can manufacture our products more efficiently.

Our Owners

Steve Fernandez

Vice President and CFO

Steve received his Bachelor of Science in Computer Engineering from the University of Florida and Masters of Business Administration (MBA) from the University of Texas at Austin. Steve joined Holmes Custom after a career with Fortune 500 companies including IBM, General Electric, Lockheed Martin, and Fidelity National Financial. Early in his career, Steve designed and developed semiconductors and computer systems. After receiving his MBA, Steve moved into corporate leadership roles and finance positions. His current passion is helping Holmes Custom evolve from a small family business into a national leader in the Marking Industry which includes custom stamps, signs, plaques and awards. Steve is actively involved in finances including M&A, as well as providing leadership to the technology and operational teams.

Executive Team

Lee Pinkerton

Chief Customer Officer

Lee joined Holmes Custom in April of 2017 as Chief Customer Officer overseeing the servicing strategy and all customer service operations for the company. Over his 30-year career, Lee has been a transformative and visionary leader known for helping companies build strong service operations and nurturing "Customer First" company cultures.Prior to joining Holmes, Lee served as Vice President of Customer Experience for Fanatics, the largest retailer of licensed sports merchandise in the world. During his 7 years at Fanatics, he helped to transform the company from a $100 million family-owned business to the 30th largest e-commerce company in the world with revenues over $1.5 billion. Before Fanatics, Lee served in various executive roles for Wyndham, one of the largest hospitality companies in the world, and for JP Morgan Chase. Lee has a Bachelor of Arts degree from the University of Delaware.

Executive Team

Jim Gruhn

Chief Technology Officer & Chief Marketing Officer

Jim received an MBA in Management of Information Systems from Bellevue University in Bellevue, Nebraska. Previously, he held multiple leadership roles in technology for three top IR100 corporations, including billion-dollar Fanatics, Hayneedle, and Oriental Trading Company. Gruhn is an e-commerce and technology veteran who is passionate about leveraging innovative technology solutions to drive substantial growth across the organization.

Executive Team

Marc Rials

Operations Manager

Marc is a highly-accomplished executive with domestic and international experience in operations, management, product distribution, technology deployment, business acquisitions and strategic planning with start-ups and established organizations. He is a results-oriented team leader with proven success in market identification, critical thinking and problem solving. Marc studied at Louisiana Tech University and Augusta State University. He is also a 10-year veteran of the U.S. Army as an Intelligence Analyst, studying at the National Cryptologic School and worked for the National Security Agency. Most recently Marc was the Chief Operating Officer of a testing and marketing organization in Florida. As the Operations Manager of Holmes Custom, Marc is responsible for maintaining our profitability and overall business sustainability. His goals are to continuously search for process improvement opportunities and lead our teams through excellence.

Executive Team

Libby O'Regan

Vice President of Business Development and Creative

Libby earned dual degrees from The University of Michigan, Ann Arbor, graduating with a BFA in Printmaking and a BA in Communication Studies. She was previously the Vice President of Sales and Marketing for a nationally recognized consumer product brand, and prior to that a Regional Manager for a promotions and demo company based out of Irvine, CA. At Holmes Custom, she oversees website design and creative collateral, product development, social media and PR. She also works with our national corporate sales accounts for new business development.

Executive Team

Chris Warren

Director of Online Sales and Marketing

Chris joined the Holmes Custom team in July of 2015. With a background in Marketing Services, Chris has ran successful online campaigns for the NFL, NBA, NHL, and other Major Sports entities. Before that, he was the in the retail industry as a Senior Manager for a major retail lifestyle brand. He graduated with a degree from Western Kentucky University in Architectural Services. With a background containing a wide array of skills, Chris has now settled in at Holmes as the Director of Online Sales & Marketing, where he is responsible for growth of the core sites, and continuing to provide a better customer experience for the customer.

Executive Team

Alice Viego

Head of People Operations

Alice joined Holmes Custom in September of 2018 as the Head of People Operations, overseeing Holmes’ People Operations strategy and vision. Over her eight years in the field, she has created strategies for other companies on employee engagement, talent acquisition, and performance management. Additionally, she developed wellness programs that earned acknowledgements such as the “Healthiest Companies in Jacksonville”. Prior to joining Holmes Custom, she worked at Finlay Management as the Director of Talent Management and created their human resources department from the ground up. Before Finlay Management, Alice worked at the Presidio Trust, PwC and Blackrock investments. Alice has a Bachelor of Arts degree from the University of Arizona.

Executive Team

Erin Poirier

Controller

Erin recently joined Holmes Custom as the Controller, responsible for overseeing the Finance Team, Accounts Payable, and Accounts Receivable. Moreover, Erin’s role is critical in the company’s financial planning, asset management, risk assessment and management. She joins HSC with over 30 years of accounting and finance experience, most recently with MedAxiom and prior to that, Stop at Nothing. Erin received her MBA from University of North Florida.

Bryan Croft

President And CEO

Steve Fernandez

Vice President and CFO

Lee Pinkerton

Chief Customer Officer

Jim Gruhn

Chief Technology Officer

Erin Poirier

Controller

Marc Rials

Operations Manager

Chris Warren

Director of Online Sales and Marketing

Libby O'Regan

Vice President of Business Development and Creative

Alice Viego

Head of People Operations