Bob Eichenberg graduated from West Point in 1946 with pilot training and a degree in military arts and sciences and went on to serve his country in the U.S. Air Force for the next 23 years. After accumulating 3000 hours of jet fighter time, Captain Eichenberg resigned from the Air Force and went on to pursue careers in the aerospace industry, in the Air Force Reserves as a civilian instructor and in politics.

When LaDorna Ellison Eichenberg graduated from Chouinards, one of the country’s top art schools, she had no idea that she would eventually co-found a successful company that would have such an enormous impact on educators and crafters. She wanted to become an illustrator and teach children about art. In 1976, while working as an elementary art teacher, LaDorna encountered a fellow teacher whose hands were bleeding after cutting out 200 paper shamrocks with scissors. She knew there had to be a better way to cut letters and shapes for decorating classrooms, so she and Bob developed and patented the Ellison LetterMachine, the first hand-operated die-cutting machine.

After the LetterMachine became an instant hit with educators, Bob and LaDorna devoted themselves full-time to fine-tuning the machine and dies and expanding marketing efforts. As President, LaDorna fostered a working environment based on caring and respect for her employees. She was dedicated to giving all of her employees the necessary tools to succeed. Today, as a testament to her support, the company employs over 150 people and maintains an average employee turnover rate of less than 2% per year. In addition, women hold key executive positions at Ellison.

While LaDorna ran the business and creative side of Ellison, Bob focused on production. A stickler for quality, he worked closely with U.S. manufacturers to develop and assemble the machines and dies. Eventually, Bob brought the die-making process and machine assembly in-house. This attention to detail earned Ellison a reputation for high-quality products and responsive customer service. In addition, Bob and LaDorna recognized the importance of establishing a global marketplace and began opening new markets overseas, which led to a thriving international business.

In 1994, LaDorna’s daughter, Lisa Corcoran, became president of Ellison. Bob and LaDorna remain active within the business, serving as Co-Chairpersons of the Board and approving new designs and products. When not involved in Ellison business, they dedicate much of their time to overseeing the Eichenberg-Larson Charitable Foundation, which they started to benefit non-profit organizations, schools and medical research.

Since 1994, Lisa has led Ellison to unprecedented growth and success, while sharing the same passion for expression that her mother, co-founder LaDorna Ellison Eichenberg, instilled in her.

Believing that the only way to run a company is by learning the business from the ground up, Lisa began her career at Ellison by giving product demonstrations to teachers at local schools in 1986. Witnessing firsthand the difference an Ellison machine makes in the life of a teacher, she was committed to carrying on her mother’s vision. She quickly rose through the ranks and became president in 1994. In 2001, as a proven leader, Lisa co-developed Sizzix, the first consumer die-cutting machine.

Under Lisa’s guidance, the company has become the leading manufacturer of die–cutting equipment today, as well as the premier innovator of technology development and creative solutions for the education, craft, home décor and fashion industries.

Currently, Lisa is strategically positioning the multimillion-dollar company for its next stage of growth, including dramatic expansion overseas into the Asian and European markets.

Lisa oversees the creation and implementation of new product launches, along with the company’s extended brand line and its multifaceted support systems. She also works closely with strategic partners to explore, initiate and develop new product concepts.

Cheryl has literally grown up with Ellison. With the company from its infancy in 1983, Cheryl learned the business from the ground up from founders Bob and LaDorna Eichenberg. With this unique perspective and nurturing environment, Cheryl performed many roles and functions before ascending to the Vice Presidency in 1993. In this role, Cheryl oversees the marketing for the entire Ellison Prestige line of machines and dies. This puts her in constant contact with educators across the country, allowing her to listen to their concerns and to be responsive to their needs.

Guided by this approach, Cheryl helps Ellison bring products to market that address quality curriculum with stimulating hands-on manipulatives and memorable visuals. She also provides valued direction for all print advertising relative to the education market and generates fresh Web content for Ellison.com. For the future, Cheryl will carry on Ellison’s educational mission of helping to enrich the education of students everywhere, as well as to revitalize teachers and free up their time to spend with students.

Kristin uses her networking savvy to oversee all domestic and international sales for Ellison. She manages an extensive sales department of junior, senior and key account managers, while traveling extensively to trade shows and in support of customer accounts.

In addition, Kristin oversees merger and acquisition opportunities, heads Ellison’s international expansion efforts, and coordinates new business ventures between Ellison and other strategic alliances within the realm of new product and commerce opportunities. As a third-generation Ellison family member – the granddaughter of the company’s founder – she brings a unique approach to her position with Ellison. Kristin is a graduate of the University of Utah, earning her Bachelor’s Degree in English Literature before joining the company in 1990.

As Ellison expands both domestically and internationally, Reed Feist's role with Ellison has also grown. Reed joined Ellison in 2003 as Director of Finance. In 2005, he was promoted to the position of Chief Financial Officer with responsibility for worldwide finance and accounting, including the company's interests in China and Europe. In addition to his financial and accounting duties, he is responsible for the company's IT and logistical operations.

Before his time at Ellison, Reed served as Vice President of Finance for IP Mobile Net, a high-tech start-up company in the wireless communication industry. Prior to that, he was the Director of Finance for Insulectro, the largest distributor of printed circuit board materials, supplies and process solutions. Reed also served as Finance Manager for AST Research, Inc., a $2.5 billion manufacturer and distributor of personal computers. He earned his Certified Public Accountant (C.P.A.) license from the state of California and holds a Masters in Accounting from Brigham Young University, where he also earned a Bachelor of Arts in Japanese and a Bachelor of Science in Accounting.

When Ellison decided to explore new retail channels, only one name was considered to lead the charge: Dennis Horcher. With nearly two decades of industry-related experience, Horcher takes over as Vice President of Sales and Marketing for Ellison. In this role,

Dennis guides the sales department and oversees marketing activities and retail expansion for the Sizzix and ellison design product lines. Dennis' proven record of successfully tapping into new distribution channels, along with an equally impressive experience in the consumer products market, provides Ellison with a unique perspective and competitive edge.

In his last position as vice president of sales for Making Memories, he successfully led the sales team to high double-digit growth between 2003 and 2005. Prior to this, he served as vice president of sales and marketing for WorldWin Papers and helped introduce 12 new products in one year, which accounted for a significant portion of total sales. Before WorldWin, Horcher spent 13 years at Fiskars Consumer Products, Inc., rising through the ranks to become group director of sales and marketing, a position in which he created and implemented sales strategies for four of the company’s business units.

With credentials like this, the future looks bright for Dennis and Ellison!

Denzil relocated from Ohio in December 2002 to join the Ellison team. Starting out as the brand manager of the Sizzix product line, he helped bring to market many of today's most popular Sizzix titles.

In late 2006, he was promoted to director of marketing consumer products. In this role, he strategically develops a global brand and marketing strategy, while coordinating with a talented and dynamic team of designers, artists and researchers to create affordable, easy-to-use products for today's creative consumer.

With over 15 years of retail experience as a buyer and marketer, Denzil continues to monitor and assess the arts & crafts marketplace in order to plan next generation products and promote them across a continuum of advertising.