Tressa Samdal
Senior Director of Marketing and Product ManagementPanaria Group USA & Florida TileWith over 20 years of experience, this accomplished Marketing, Trend, and Product Expert has made a significant impact on color, design, and interior products. Her journey began at Colwell North America, where she discovered her passion, and continued through pivotal roles at Mullican Flooring, Mohawk/IVC US, and Florida Tile, consistently shaping product lines, anticipating consumer needs, and differentiating her brands.
In 2022, she transitioned to the cabinet industry as Trend and Innovation Director for Cabinetworks Group, where she utilized her storytelling skills to guide product pipelines and enhance innovation strategies that meet market demands.
In 2025, she returned to Florida Tile and Panaria Group as Senior Director of Marketing and Product Management, bringing her extensive expertise back to the tile industry. In this role, she combines creativity, market insight, and strategic vision to align brand identity with customer needs and drive growth.
Throughout her remarkable career, she has been a catalyst for transformative initiatives, seamlessly blending creativity and strategic foresight. As a Trend and Product Expert, her journey continues to shape the future of design and aesthetics across the industries she influences.
The Power of the In-Between: Why the Middle Matters More Than Ever (Available Live + On Demand)
Stuck between minimalism and maximalism, today’s consumers are carving out a new space that feels expressive, curated, and emotionally grounded. Enter
…Stuck between minimalism and maximalism, today’s consumers are carving out a new space that feels expressive, curated, and emotionally grounded. Enter Medium-ism, a fresh design direction that embraces contrast, layers with intention, and celebrates
…Stuck between minimalism and maximalism, today’s consumers are carving out a new space that feels expressive, curated, and emotionally grounded. Enter Medium-ism, a fresh design direction that embraces contrast, layers with intention, and celebrates the middle path.
In this upbeat and eye-opening session, we’ll explore emerging style movements that resonate with the mainstream, including Tailored Prep, Vogue Crafted, Nordic Noir, Colorful Cottage
…Stuck between minimalism and maximalism, today’s consumers are carving out a new space that feels expressive, curated, and emotionally grounded. Enter Medium-ism, a fresh design direction that embraces contrast, layers with intention, and celebrates the middle path.
In this upbeat and eye-opening session, we’ll explore emerging style movements that resonate with the mainstream, including Tailored Prep, Vogue Crafted, Nordic Noir, Colorful Cottage, and Mid-Century Academia. These styles reflect the evolving needs for individuality, comfort, and stability. Discover how each style tells a deeper story and how to use them to create homes that are as meaningful as they are modern. You’ll leave with a new framework for design that’s practical, personal, and anything but boring.
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