Leadership Team

Powered by unrivaled industry expertise and visionary leadership, our team is your ultimate partner—guiding you toward greater profitability and sustained business growth.

At SEN, we understand the realities of kitchen and bath business owners, the employees who help power the business, and the companies they deal with on a daily basis. We also understand how the combination of design talent and business acumen are not always part of a kitchen and bath industry owner’s innate skill set.

SEN Design Group is the ultimate resource for organizations in the kitchen and bath sector, powered by experts with deep-rooted industry experience—spanning hands-on sales, successful business ownership, and exceptional business acumen. Put our team of knowledgeable and experienced industry leaders to work for your team, and see for yourself the difference we can make in your organization.

Our team has seen the spectrum of business challenges and lived through the cycles of industry expansion in good times and its contraction in difficult times. More than 30 years ago, SEN learned how other U.S. business categories such as appliances, electronics, and other kitchen and bath cabinet dealers in European countries, had far more profitable operations when they were members of a strategic buying group. The members’ businesses prospered when they opened themselves to engaging and learning from others. This prompted SEN Design Group to establish the first buying group in the U.S. kitchen and bath industry in 1994.

SEN currently has nearly 150 members nationwide and growing. It has more than 50 quality vendor brands in cabinetry, appliances, countertops, plumbing fixtures, decorative hardware, closets, lighting, bathroom products, flooring, tile, accessories, and business services who offer their products/services to SEN membership at preferred group rates.

It is the job of SEN’s leadership team to bring unique experiences and resources to its membership — and that is exactly what we do. In addition to the experience of our leadership team, no other industry group brings the benefits of a buying group together with the breadth of available business education resources, and the inclusion of innovative DesignAlign™ Selling System Technology.

Kathy Tilley

President

Kathy Tilley joined SEN as President in February 2025, stepping into this exciting new role with enthusiasm and a commitment to continued growth. Kathy is honored to take on this leadership position and looks forward to contributing to SEN’s success as it enters a new chapter.

A dynamic and results-driven leader, Kathy is known for her ability to close multi-million-dollar business deals while building long-term, mutually beneficial relationships with key stakeholders. With more than two decades of experience in business development, sales management, and strategic growth, she has played an integral role in the success of some of the U.S.’s most prominent independent contractor cooperatives.

Kathy has a strong history of creating value for partners, having successfully led initiatives with both global and domestic manufacturers as well as industry buying groups. Her deep expertise in cooperative group management, financial oversight, and market trend analysis has been instrumental in securing high-value partnerships with homebuilders, multi-family contractors, and suppliers.

With an MBA from Auburn University and a Bachelor’s degree in Textile Engineering, Kathy blends technical expertise with strategic vision and exceptional leadership skills. She is highly adept in pricing, negotiation, and advising C-suite executives, continually driving sustainable growth in industries such as construction, cabinetry, and manufacturing.

Outside of her professional accomplishments, Kathy is a proud mother of two young daughters. She enjoys staying active with running, hiking, and working out. As a dedicated War Eagle fan, she brings a passion for excellence both at work and in her personal life.

Contact Kathy at ktilley@sendesign.com

Dan Luck

Senior Vice President

Dan Luck joined the SEN Design Group in January 2017 as its Education Manager and currently serves as the Senior Vice President. This role was created specifically for him, trusting Luck to eventually lead all educational initiatives for the kitchen and bath’s first and largest buying group.

A lifelong Madison, WI resident, Luck has over 40 years in the industry. He is the owner and President of Bella Domicile, a 53-year old kitchen and bath firm. Dan was inducted into Remodeling Magazines “Big Fifty Hall of Fame” in 1993. And, an inductee in Kitchen & Bath Design News Top Innovators for 2019. As a charter member, Dan was part of a small group that was instrumental in organizing the Madison Chapter of the National Association of the Remodeling Industry (NARI).

A SEN Design Group Full Member since 2002, Dan has embraced and incorporated into his own business many of the business principles that SEN teaches. An early adopter of both the three-year budgeting process and the client three column budget analysis, Dan now teaches these same principles to dealers around the country.

A protégé of Ken Peterson, the founder of the SEN, Dan adds his own voice and passion for the industry in carrying out the mission and vision of SEN into the future.

He is certified with the Paterson Center as a StratOp professional guide, and plans to use this specialized education to give back to the kitchen and bath industry as a strategic planning facilitator.

As a speaker, he has presented at dealer gatherings for cabinet manufacturers, and industry events, including VFTI at KBIS. And, his articles on business education are featured in Kitchen & Bath Design News publications.

He continues to leverage his experience to mentor industry newcomers and veteran business owners, and uses his Bella Domicile business as a laboratory to test out new systems, programs and techniques.

Contact Dan at dluck@sendesign.com

Jenny Catalano

Director of Operations

Having previously spent six years with SEN Design Group in various leadership roles, Jenny enthusiastically rejoined the team in January 2025. With an impressive background in operations management, financial oversight, and strategic planning, she brings extensive expertise in driving efficiency and optimizing organizational performance. As Director of Operations, Jenny is committed to enhancing internal processes, supporting team development, and ensuring the seamless execution of SEN’s mission to serve its members with excellence.

When she’s not working, Jenny enjoys traveling, writing, and making memories with her husband and three children.

Contact Jenny at jcatalano@sendesign.com

Lauren Johnston

Member Services Coordinator

Lauren joined the SEN team in June 2025, bringing with her a background in the home remodeling industry and a passion for enhancing the member experience. With over a decade of expertise in marketing, customer relations, and creative communication, she offers a thoughtful, service-oriented approach to her role. Lauren is dedicated to creating meaningful touchpoints, supporting day-to-day member needs, and ensuring every member feels valued, informed, and empowered to grow their business.

When she’s not supporting members, Lauren enjoys traveling, exploring local markets and makers, and spending time outdoors with her two dogs Taco and Tuesday.

Contact Lauren at ljohnston@sendesign.com