AlarMax names Katie Frogge as director of marketing and vendor programs

By Atlas Watchline Staff · Corporate · August 10, 2026

AlarMax Distributors said it created a new marketing and vendor programs role and named Katie Frogge to lead manufacturer partnerships and co-marketing efforts.

AlarMax Distributors, Inc. said Aug. 10 that it appointed Katie Frogge as its first director of marketing and vendor programs, a new position focused on manufacturer relationships and marketing programs across its branch network.

The wholesale distributor said the role is meant to support growth as it invests in leadership, technology and infrastructure. It said the position is intended to help turn vendor spending into results for AlarMax, its manufacturer partners and customers.

According to the company, Frogge will be the primary relationship manager for manufacturer marketing partners. Her responsibilities include building joint business plans, maximizing marketing development funds, running co-marketing programs and events, and leading a team that supports qualified lead generation and revenue growth.

AlarMax described itself as a national wholesale distributor of security, fire, access control, video surveillance and AV solutions. Its company description also said it is one of North America’s leading wholesale distributors of security, fire, access control, surveillance, AV, networking and low-voltage solutions.

The company said Frogge has more than 11 years of experience in customer experience, SaaS product leadership and digital marketing. It said she most recently led an account management team overseeing a multi-million-dollar annual recurring revenue portfolio across more than 150 client relationships and served as product owner for a SaaS reputation management platform.

AlarMax also said Frogge has spent the past four and a half years working with custom integrators and has partnered with executive leadership on customer experience, product innovation, AI initiatives and event strategy.

Jessey Appel, AlarMax’s vice president of marketing, said in the release that the company is “thrilled” to welcome Frogge and said her background makes her the right leader to strengthen manufacturer partnerships and turn vendor investments into measurable results.

AlarMax said stronger vendor programs should help branches and customers through more qualified leads, better training and increased support.

What happens next is not outlined in the release. AlarMax provided its website and a media contact in the announcement.

Sources

• PR Newswire release

Editorial note: This article was prepared with AI assistance and includes source attribution for reader review.

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