Foundations Matter.

Our leadership team has a shared passion for offering a different, simpler more customer-focused way to buy flooring. Supported by in-depth industry experience and expertise and a world-class, innovative team, Plum’s leadership is uniquely positioned to fulfill our mission to make getting great carpet seamless every step of the way.

Meet our leadership team


Shawn Wilson
Founder and CEO

Shawn is a high energy executive with cross-functional experience throughout the home improvement industry including manufacturing, big box retail, and large-scale installation services. He is a proven transformational leader that is skilled in developing teams and integrated strategies by leveraging his detailed understanding of the home improvement, consumer retail, and manufacturing industries. Shawn has worked in every part of the flooring business, from product development to installation.

Jay Allen
Head of Ecommerce

Jay has a long history of starting and growing ecommerce businesses. While getting his undergraduate in Finance, he launched a catalog business that became an early ecommerce business (before 2000!). While getting his MBA in Marketing, he helped grow Cutter & Buck and other apparel ecommerce brands. He then launched Teavana’s ecommerce business, which Starbucks purchased in 2012, and he went on to manage other large scale ecommerce businesses. He has worked in every part of digital marketing, including years working on the digital side of Stainmaster’s brand to help launch the Lowe’s sample program and develop other innovative solutions in flooring. During that time, he saw the need for a new way to buy carpet and is passionate about the opportunity at Plum.

Laura Catlin
Head of Operations

Before joining Plum as Head of Operations, she spent seven years as a Director of Customer Experience for flooring service provider Romanoff Renovations, where she helped the company achieve 300% growth in 3 years, leading a holistic Customer Experience strategy that served 100,000 customers annually at a 92% satisfaction rate. At Plum from launch, she worked as a strategic partner with its founders to build the initial company structure, website, digital footprint, team and culture from the ground up. Laura earned a bachelor’s degree in Marketing from Kennesaw State University and an executive master’s degree in business administration from Georgia State University.

Kiroloss Francis
Head of IT

Kiroloss is a United Stated Army veteran of 11 years who served in Iraq and Afghanistan and then entered the technology world as a designer and architect of enterprise network systems for several large companies. He has led the development of business to business (B2B) eCommerce platforms, managed the software development and systems architecture of multiple ecommerce websites, and built and managed large teams of on and offshore developers.

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