Persona Announces Leadership Changes

Press Contact

Greg Kulesa/President


Watertown, SD, January 11, 2018 – Today, Greg Kulesa, President of ANZA, Incorporated, the parent company of Persona, Inc. announced that David Holien, President of Persona, Inc. will be retiring at the end of 2018.  Kulesa applauded Holien for his efforts as an employee over the past 33 years and his leadership as President of Persona over the past 17 years: “During David’s tenure the company’s sales volume nearly tripled in size and the company became a national leader in the signage industry. David’s leadership will leave a long- lasting mark on Persona”. Holien will transition to the role of Chairman of the Board for Persona.


Mike Peterson has been promoted to President of Persona. Peterson has been with Persona since June of 1998 and has played a key role in its growth and success over the last 20 years. He has held roles such as National Accounts Executive, Division Manager, VP of National Sales & Marketing, and VP of Business Development. Under Peterson’s leadership, Persona grew to be one of the top three full-service sign companies in the United States. Peterson will now oversee signage sales, lighting sales, marketing and business development inside of Persona.

Craig Horn has been promoted to the role of Chief Operating Officer (COO) of Persona. Horn joined Persona in 2009 as a Cost Analyst and quickly grew into roles of Systems Administrator, Planning Manager, Purchasing Manager and Chief Financial Officer. Craig graduated from the University of South Dakota and is certified as a Charter Financial Analyst(CFA).  Horn will now be responsible for the operating departments of Persona including manufacturing, engineering, purchasing, planning, estimating and finance.

Kulesa went on to state “I’m excited to have two very talented and passionate leaders in Mike and Craig to take Persona forward. Through their leadership, I’m assured that Persona will continue its emphasis on the Customer and striving to be the best in its industry”.


Founded in 1980 by Dennis Holien, Persona is one of the top three full-service sign manufacturers in the nation. Since their founding, the Watertown, SD company has added facilities in Watertown, SD; Madison, SD; Sioux Falls, SD; El Paso, TX; and Juarez, Mexico. Persona currently employs 440 people in all locations. They build exterior signs and provide interior and exterior lighting for hotels, retail establishments, and restaurants, such as McDonald’s, Taco John’s, Domino’s, Dairy Queen, Arby’s, Choice Hotels, Marriott International, Wyndham Hotels. Each year Persona completes more than 7,000 locations for more than 250 brands.