Batesville, a leading provider of burial, cremation, and technology solutions in North America, announced two key executive updates: the appointment of Jenn Parvin as the company’s first senior vice president and chief customer officer and Ajay Kapoor as the new senior vice president and chief marketing and digital officer. These moves reinforce Batesville’s commitment to elevating the customer experience and helping families commemorate their loved ones in more meaningful ways.
“Batesville has a proud legacy of innovation and excellence in the deathcare industry,” said Chris Trainor, CEO. “Our continued success depends on our ability to deliver products, digital solutions, and services that meet the evolving preferences of families, while ensuring Batesville continues to set the standard for how customers and families are supported.”
In a service-driven industry, trust is built through every interaction, from the first conversation to the delivery of products and services. In her new role as chief customer officer, Parvin will champion the needs of families and funeral professionals, ensuring their voices shape Batesville’s strategy, priorities, and decisions. She will lead the sales, customer experience, and customer service teams, working closely with Batesville’s logistics team to create a more connected, end-to-end customer journey. With nearly two decades of leadership at Batesville, her comprehensive understanding of customers, field teams, products, and operations equips her to deliver clarity, consistency, and confidence at every stage.
Complementing this focus on the customer experience, Ajay Kapoor has joined Batesville as chief marketing and digital officer to 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 to 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, overseeing large-scale brand and digital transformations. His leadership and impact have been widely recognized with honors such as Ad Age’s 40 Under 40 award, Adobe Executive of the Year, and selection as a Global Shaper by the World Economic Forum.
Strong customer relationships remain critical to delivering on this strategy. John Parliapiano will continue to serve as senior vice president, sales, leading engagement with Batesville’s largest national accounts and region consolidators to deepen customer partnerships and expand impact across burial, cremation, and technology.
“These leadership changes demonstrate how deeply Batesville is investing in enhancing the customer experience and shaping the future of deathcare,” said Trainor. “With a chief customer officer and a chief marketing and digital officer, we are combining deep industry knowledge with modern digital capabilities to create a more seamless, personalized experience. This move allows us to better align our teams, respond more quickly, and enhance the value we provide with every interaction.”
About Batesville Services, LLC
Batesville is a recognized leader in the deathcare industry in North America, offering a comprehensive portfolio of burial and cremation products, memorialization options and innovative technology solutions. For more than 140 years, Batesville has supported licensed funeral professionals in helping families honor the lives of those they love. A history of manufacturing excellence, product innovation, superior customer service, and reliable delivery helped Batesville become – and remain – a trusted leader in the deathcare industry.
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