Batesville recently appointed Jenn Parvin as its first senior vice president and chief customer officer, and Ajay Kapoor as its new senior vice president and chief marketing and digital officer.

In her new role, Parvin will champion the needs of families and funeral professionals by ensuring their voices shape the company’s strategy, priorities and decisions. She also will lead the sales, customer-experience and customer-service teams, and work closely with Batesville’s logistics team to create a more connected end-to-end customer journey.

With nearly two decades of leadership experience at Batesville, Parvin has a comprehensive understanding of the company’s customers, field teams, products and operations that uniquely equips her to deliver clarity, consistency and confidence at every stage.

Also focusing on the customer experience, Kapoor will lead the company’s digital strategy and drive innovation across marketing, products and customer touchpoints. Combining data, creativity and brand purpose, he will help develop next-generation offerings that meet the evolving needs of families.

Kapoor brings extensive leadership experience from prominent consumer companies, including Helen of Troy, SharkNinja and Procter & Gamble. Most recently, he served as global executive director of performance-driven marketing at General Motors, where he oversaw large-scale brand and digital transformations.

Kapoor’s leadership and impact have been widely recognized with honors such as Ad Age’s “40 Under 40” designation and Adobe Executive of the Year. He also was selected as a “Global Shaper” by the World Economic Forum.

John Parliapiano will continue to serve as senior vice president of sales, leading engagement with Batesville’s largest national accounts and region consolidators to deepen customer partnerships and expand impact across burial, cremation and technology.

In other news, since January 2026, Batesville has been offering a monthly webinar series designed to help funeral professionals adapt to changing consumer expectations, enhance the in-person experience, and expand family choices through personalization and merchandising solutions.

The third and final installment, “Maximizing Cremation Options: Tools and Solutions to Elevate Your Offerings,” will be held on March 24. Presented by the Batesville cremation team, this session will focus on the growing demand for cremation and examine how modern merchandising tools and solutions can help funeral homes better serve families that choose cremation.

In January, Batesville offered “Meeting Modern Expectations: Redefining the Consumer Experience.” This session explored how funeral homes can apply retail-science principles to improve the consumer experience. February’s episode, “What’s Next in Family Choices: Personalization That Tells Every Story,” covered the ways in which personalization is shaping the future of funeral service. To participate in the final webinar, register at Batesville.com.