Our leadership

Meet Jeff Jones

The leading edge

Chief Executive Officer (CEO) Jeff Jones guides strategy, innovation, and workplace culture for VIRA Insight. With extensive experience in domestic and import manufacturing, logistics, and global supply chains, he is a knowledgeable leader who is deeply committed to the company’s growth and the well-being of its employees. 

Jones lives in Dallas with his wife and three young children. When he’s not working, he loves to travel with his family and is passionate about exploring diverse places and cultures.


Marilyn Basham acts as the company’s Integrator. Harmoniously weaving together the Leadership Team, she removes barriers to success, establishes accountability, and creates organizational clarity for the team. In her role, Marilyn is responsible for planning and directing all aspects of the company’s operational policies, objectives, and initiatives. She ensures that the Leadership Team is executing on the business plan, while running the company’s “Operating System.” Outside of work, Basham enjoys traveling, live music events and watching movies with her husband as well as spending quality time with her family and two beagle puppies. 
Marilyn Basham
Chief Administrative Officer
In this position, Steve Sell leads business development, product design/engineering, marketing, and is responsible for driving customer satisfaction.  An industry veteran and visionary, Sell maintains productive relationships with our retail partners and industry associations, to anticipate trends and innovate solutions for tomorrow’s challenges.   He moved to North Texas in the mid-1990s, where he has built a happy life with his wife, Stacy. Sell is a lifelong lover of sports, and maintains a competitive edge  by participating in in a competitive softball league for now over two decades.  
Steve Sell
VP of Customer Success
In her role, Anca Muntean directs all of the company’s day-to-day accounting operations, including financial reporting and analysis, tax and treasury, audit and compliance, and financial performance. She works cross-functionally with leadership to align the financial strategy with the vision of the company.   Muntean lives in Flower Mound, Texas, with her husband and two daughters. She enjoys traveling across the U.S. with her family, and taking her daughters back to Romania every two years to connect with their heritage.  
Anca Muntean
VP of Finance & Accounting
Peter Pentogenis oversees all aspects of the company’s domestic production of custom, built-environment infrastructure, from innovative design to energy-efficient manufacturing and shipping.  Before moving into management, he worked in nearly every department on the production floor, giving him valuable first-hand experience on the company’s operations from the ground up.     He earned a degree in Business Administration and Management and worked as a successful small business investor for nearly two decades before joining VIRA Insight’s team.  
Peter Pentogenis
VP of Production & Logistics
Susan Zaruba provides over 15 years of experience in education, talent development, and strategic leadership. As Vice President of Strategic Support, Zaruba leads the company’s human resources, information technology, legal, compliance, and general administrative functions. A lifelong Texan, Zaruba earned a Bachelor of Science in Child Development from Texas Women’s University and a Master of Arts in Business Management from Dallas Baptist University. Susan lives with her family in Frisco. When not at work, the proud mother of three is thoughtfully carving out time to live an active, family-centric life.   
Susan Zaruba
VP of Strategic Support
Timothy R.G. Ross

Timothy R.G. Ross is a Partner at Hudson Ferry Capital where he focuses on sourcing, structuring and creating value in private equity investments. Mr. Ross is a member of the Board of Directors of VIRA Insight, Percheron Holdings, American Signcrafters and GWTT. Prior to co-founding Hudson Ferry Capital, Mr. Ross spent seven years at Liberty Partners and three years at Lazard Frères. Previously, Mr. Ross was President of BayamonSteel Processors, a portfolio company of Merrill Lynch. He also held operating positions at Thypin Steel Company.

Stephen J. Fisher

Stephen J. Fisher is a Partner at Hudson Ferry Capital where he focuses on sourcing, structuring and creating value in private equity investments. Mr. Fisher is a member of the Board of Directors of VIRA Insight, Percheron Holdings, American Signcrafters and ALCOM. Prior to co-founding Hudson Ferry Capital, Mr. Fisher was a Managing Director at Liberty Capital Partners, a leading middle market private equity firm. During his 11 years at Liberty Partners, he was responsible for all aspects of private equity investing.

Jeffrey A. Jones

As the CEO of VIRA Insight, LLC, Jeffrey A. Jones is responsible for running all facets of the business. Jeffrey has a proven executive management track record and over 15 years of experience driving sales growth in the manufacturing industry. Prior to joining VIRA Insight, Jeffrey was President of Insight Merchandising, Inc and responsible for developing and maintaining global operations. Jeffrey received his Bachelor of Science in Architectural Engineering from California Polytechnic State University, San Luis Obispo, CA. 

Nick Farinola

With over 35 years of experience in the industry, VIRA Insight President Nick Farinola is a deeply knowledgeable retail infrastructure expert. As an Executive Board Member, he develops strategic relationships and partnerships and advises the company on strategy, special projects, and new product innovation. Farinola is passionate about providing VIRA Insight customers with unique, creative, and forward-thinking solutions. His people-first approach to business is embedded in the company’s values.  

Peter H. Rozes

Peter Rozes founded Insight Merchandising (now VIRA Insight) in California in 1996. Since then, he has relocated the company to Texas and led it through significant expansion and transformation. In the 1970s, he studied accounting at the University of Rhode Island, became a CPA, and co-founded Rozes, Gouveia & Company, an accounting firm in Providence, Rhode Island. After leading the firm for over 20 highly successful years, he retired in the 1990s and relocated to California prior to starting Insight.  Rozes’ strong background in accounting proved beneficial as he founded and grew VIRA Insight.

Carl B. Hedlund

Carl B. Hedlund is Chairman of the Board of MeTEOR Education and on the Board of Directors of Percheron, Loewen Windows and VIRA Insight. Mr. Hedlund was President and CEO of ThermaTru Doors from 2000 to 2007. ThermaTru is the leading manufacturer of fiberglass entry doors for residential construction in the U.S. Under Mr. Hedlund’s leadership, ThermaTru grew significantly and was sold to Fortune Brands in November 2003. Mr. Hedlund remained as CEO through 2007.

Victor Romano

In 1991, Vic and three partners founded VIRA Manufacturing. As president and director of sales, Vic grew VIRA’s business from infancy to a $40M+ enterprise in a few short years. Vic and his partners sold VIRA Manufacturing but Vic remained an active member of the organization. When VIRA was up for sale again in 2012, Vic and three other partners bought the company once again. Vic served as CEO. VIRA was eventually sold again, in late 2014 to Insight Merchandising, forming a new entity—VIRA Insight, LLC.

John Walker

Mr. John Walker brings over 25 years of experience as a CFO. He has transformed businesses in consumer products, manufacturing and distribution industries, and excels in leading companies through growth and organizational challenges. Prior to working for Platinum Dermatology Partners, Mr. Walker held CFO positions for such companies as Emerson Radio Corp., Kidkraft, Sport Supply Group and Sylvania Lighting. Mr. Walker’s prior experience includes various positions with KPMG and Chase Bank.