## VistaPrint Names Dave DeSandre to Steer North America Operations—What It Means for the Sector

VistaPrint has tapped Dave DeSandre as its new Senior Vice President overseeing North America, Category Management, a move that signals the company's commitment to revitalizing its regional strategy. Starting December 1, 2025, DeSandre will report to CEO Florian Baumgartner and take the helm of operations across the company's most critical market.

**Who's Behind the Wheel**

DeSandre brings more than twenty years of commercial expertise to the role. Most recently, he served as Chief Commercial Officer at Wayfair Professional, where he helped scale the B2B division into a multi-billion dollar operation by prioritizing customer needs and building end-to-end solutions. Before that, he worked in consulting and capital markets—a combination that positions him well for a complex transformation mandate.

**What DeSandre Will Actually Do**

His remit is expansive: redefine how VistaPrint operates across North America by driving product innovation, revamping customer experience, and executing commercial strategy. He'll also coordinate with teams across manufacturing, technology, and marketing to align operations around profitability and growth. For small business owners relying on VistaPrint's offerings—from custom print products to calendars and design tools—this restructuring could translate to faster innovation and better service delivery.

"VistaPrint's manufacturing footprint is genuinely distinctive," DeSandre noted, highlighting the company's scale advantage as a launchpad for new initiatives in the print and design space.

**Why This Hire Matters**

Cimpress leadership views DeSandre's appointment as a strategic pivot toward talent cultivation and market focus. Florian Baumgartner, the CEO, emphasized that DeSandre's track record of obsessing over customer problems and building solutions aligns perfectly with VistaPrint's mission to serve small business owners looking for custom print solutions and design expertise.

This reshuffle underscores VistaPrint's ambition to leverage its global manufacturing capabilities and sharpen its competitive edge in a crowded market where simplicity, quality, and responsiveness matter.