Salespeople of the Year

Fate may have nudged Danni Zupan into the merch market. But from there, this Pacific Northwest promo pro took over, carving out a sales career that, within the span of just six years, saw her rise from a newbie rep to a swag all-star with Counselor Top 40 distributor BAMKO (asi/131431). None of that is hyperbole. Consider: Zupan increased her personal sales more than 900% from 2023 to 2024, tallying approximately $18.5 million.

“Danni’s a true innovator who takes initiative to solve complex client challenges,” says Jake Himelstein, president of BAMKO and a member of Counselor’s Power 50 list of promo’s most influential people. “Her level of proactive leadership and dedication to tailor solutions is a cornerstone of her success – and BAMKO’s.”

What’s the key to Zupan’s remarkable ascent, which has earned her the title of ASI Media Distributor Salesperson of the Year? Perhaps ironically, focusing less on “selling” and more on identifying and executing solutions that help clients. Living in Seattle, Zupan’s vibe is more mellow Cascadia hiker than type-A product pusher. That aura aligns with her approach to business: Partner with clients in a personable way, get to know their pain points and then cross metaphorical mountains to solve those problems.

“I don’t try to get somebody to buy just to buy,” says Zupan. “I want to provide solutions – something of value that helps them achieve their goals. That’s the key to long-term success and partnerships.”

The Amazon Effect

Zupan’s customer roster and nearly $20 million in 2024 sales testifies that she’s onto something.

The BAMKOer works with the likes of Amazon, Microsoft and global pop-culture event organizer ReedPop, among other blue-chip clients. Notably, it was her work with Amazon over the last couple of years that took her sales beyond the stratosphere.

To wit: Her most notable achievement to date lies in spearheading the revitalization of a recognition program for U.S.-based Amazon drivers – which can number up to 200,000 on any given day. Through a referral, Zupan earned the opportunity to unseat an incumbent competitor for the program. She identified issues with the initiative as it then stood – service challenges, declining adoption rates, increased costs due to fading visibility, to name a few – and then set about creating a solution.

Zupan emphasizes that her BAMKO colleagues, along with the technology and warehousing capabilities the firm can deliver, were critical to what became a massively successful collective effort. “I wouldn’t even have been able to have a conversation with this client if it wasn’t for our team and capabilities,” she stresses.

Still, Zupan was the linchpin that brought and held everything together.

The promo ace led over a year’s worth of discussions and collaborations with the Amazon driver team and BAMKO’s account management, operations and development personnel to craft a fully custom, built-from-scratch technology platform tailored to Amazon’s unique merch/recognition program needs.

The work involved everything from winning an RFP and creating a demo website to building out particular reporting metrics the client desired and, of course, stocking the store with quality products that would carry appeal to drivers. Bags, drinkware, tech items, products for the home – these and more were among the goods available. Since inception, BAMKO has processed more than 60,000 orders through the platform – a number that continues to rise.

“Danni’s strategic focus on relationship building and her ability to address complex challenges have not only deepened BAMKO’s partnership with Amazon but have also demonstrated her exceptional capacity to deliver meaningful, high-revenue solutions,” BAMKO says in its nomination of Zupan. “This achievement represents a significant leap forward in both her sales performance and the value provided to her clients.”

Beyond crediting BAMKO and her colleagues, Zupan says strong partnerships with quality suppliers are part of the lifeblood of success in promo. She’s forged those; suppliers happily sing her praises. “Danni spots trends and turns them into winning opportunities, bringing the latest and greatest to clients,” says Tommy Levin, western sales director for Counselor Top 40 supplier Hit Promotional Products (asi/61125). “She handles complex clients without complicating projects. She is a pro who sets up Hit, as a supplier, to help her please her clients.”

About That Nudge From Fate…

Funny to think Zupan may never have been in a position to engineer eight-figure annual merch revenue results if it wasn’t for a couple of those aforementioned elbows from fate.

A marketing business major in college, she happened to land an internship at a mom-and-pop distributorship in California. It opened her eyes to a world she hadn’t known existed: promo. “I learned about the business from the ground up – proofing, order tracking, art approval, etc.,” she says.

Post-college, she moved to Seattle. She wasn’t looking for a promo gig per se, but one found her: Through a recruiter, she learned of an opening for an assistant’s role at boutique agency-style distributor Gifts By Design. Her swag senses from her previous experience tingled, and she knew she could kill it in the role. She applied and scored the job, starting in 2015 and working in non-sales positions.

Then, in 2019, Zupan made the switch to sales. The timing … well, you might say it wasn’t the best: COVID-19 struck in early 2020, turning promo – and the world – on its head. Zupan took it in stride, adapting. “It was pretty crazy,” she says. “I was trained to sell promo and no one was buying promo. So, we pivoted. I was fortunate to land some big PPE opportunities.”

In 2021, BAMKO acquired Gifts By Design and Zupan was part of the crew that came to the Counselor Top 40 firm. She’s been powering sales gains ever since – and having a blast. “This industry is a great mix of creativity, numbers and business,” she says. “If I was doing something purely creative, I’d probably get lost in the weeds. If it was all numbers and business, that would get boring. I’ve found my place. It’s a really good fit for me.” – Christopher Ruvo

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Katie Kailik’s got guts.

Amid the dark days of COVID-19, she decided to flip the script on her life – to, in her own words, “blow everything up” and take a big chance on something new for something better. Call it, in the parlance of those times, a pivot – a profound one, that required her to bet on herself.

But bet she did – and then hustled hard. The upshot? A resoundingly successful new chapter in her nearly 20-year career in the promotional products space. So successful, in fact, that the national account manager for New Jersey-based Peerless Umbrella (asi/76730) has earned the 2025 Supplier Rep of the Year honor.

“I’m a rep who cares a lot – like, a lot, a lot,” says a smiling Kailik, who exudes energy and enthusiasm as she discusses her career and promo. “I love product, but my true passion is building connections. That’s where I shine. I build collaborative long-term partnerships, with a heavy focus on business development.”

A Cross-Border Gamble

By 2021, Kailik was a fixture in the promotional products market in Canada – her native country. She was killing it working for a leading supplier in Canada, bringing in ample business and building a beaming reputation in the merch market from British Columbia to Nova Scotia.

Still, amid societal restrictions and slogging through the doldrums of a pandemic-battered economy, Kailik was getting antsy. Even more than that, she felt she’d reached her peak potential up to that point in her career. She was looking for a fresh challenge. She was looking for what was next. She was looking south.

“I came to understand that if I wanted to challenge my talent and truly explore my full potential as a supplier sales rep, I needed to work exclusively in the U.S. promotional products market,” Kailik says.

A strategic risk taker, Kailik resigned from her position and set about making her American dream a reality. Leaving behind family, friends and everything she’d built professionally, Kailik navigated the visa process and ultimately joined Peerless Umbrella, a sales gig she landed through a prior professional connection with Peerless President Dan Edge.

“There was no safety net – I had to rebuild my career, and my life, from scratch,” Kailik shares. “It was a humbling and intimidating experience to be the ‘new rep.’ But after about three-and-a-half years in the U.S. market, I’m eclipsing the success of my past.”

Customer-Centric Selling

For sure, there’s evidence to back up Kailik’s assertion.

Her client roster includes six buying groups and national accounts – a who’s who of leading distributors, including Counselor Top 40 powerhouses like HALO Branded Solutions (asi/356000), American Solutions for Business (asi/120075) and Geiger (asi/202900).

Collaborating with individual distributor sales pros and their head office teams across the country, Kailik helped engineer record-breaking years for Peerless Umbrella in 2021 and 2022 as the business shackles of the pandemic era began to unlock. Since Kailik has taken over the important book of business, her accounts are performing approximately 40% better today than they were before her arrival.

The key to Kailik’s wins? Customer-centric selling, she says. “It comes down to empathy,” the sales ace asserts. “It’s identifying with my customers – understanding their needs, their goals, what they’re working on, and then doing everything in my power to support them to the best of my abilities.”

That support takes the form of candid conversations in which Kailik listens intently to grasp what clients are aiming to achieve. It also lies in undertaking the necessary research and analysis to develop top-notch solutions and, when asked, going on sales calls with distributors. Sometimes, she serves as a trusted adviser to customers on projects in which Peerless isn’t directly involved – just to be that value-adding partner to whom clients know they can turn.

“Working with Katie has been an absolute pleasure,” says distributor David Kennealey, a sales partner with Geiger. “She consistently demonstrates a solutions-oriented approach, diligently striving to streamline processes and alleviate challenges. She’s a genuine partner on every project, and her dedication and commitment to excellence are why I’ve continued to collaborate with her.”

Kailik has an administrator’s mind too, building out strategic plans and initiatives at Peerless. She also focuses on lifting others up by coaching and advising Peerless regional reps. Kailik has an administrator’s mind too, building out strategic plans and initiatives at Peerless. Edge couldn’t be more thrilled to have her aboard.

“I knew she would make us better – Katie is the ultimate team player and will do anything for anyone,” Edge says. “I’ve been doing this job for nearly 28 years, and I can honestly say I learn things from her all the time.”

Ambitious, always moving forward and keen to find the next peak to summit, Kailik is poised to keep giving her all in promo – a welcomed reality to the many distributors who nominated her for Supplier Rep of the Year. “This award,” she says, “is a deeply personal validation of the risks, sacrifices and challenges that I overcame to get to where I am today. I’m extremely thankful to my clients and Peerless for helping me get here.” – Christopher Ruvo

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“A quiet leader with the heart of a lion.”

That’s how Eric Wiberg is described by his nominator Kari Armelin, customer service manager at Minnesota-based Crystal D (asi/47759).

Wiberg’s leadership style was put to the test recently when the St. Paul, MN-based provider of crystal awards and gifts endured a cyberattack that temporarily disabled phone and email access. This crisis, along with other pressing challenges, are a part of the job that Wiberg handles with aplomb.

“Multiple customers have asked me over the years, ‘How do you always stay so calm, even when there are fires to put out in every direction?’” Wiberg says. “My personal goal with every order is to make sure I don’t miss the event date. Normally, this is as simple as clicking a couple of buttons on my computer or the occasional begging to my production team. Sometimes, though, it’s a bit more complicated, like driving across the border to Wisconsin to ensure that an order is there on time.”

Or dealing with a communications shutdown during a cyberattack.

In big-issue instances like this, Wiberg says staying cool is paramount. “Things obviously get way more chaotic than the typical day-to-day, and again, it’s important to keep calm,” he states. “There’s no more ‘business as usual.’ It will become a struggle to keep up with customer needs. So, it’s imperative to not get overwhelmed, because then mistakes will happen. I use the ‘3F’ rule – ‘Figure It Out, Focus and Finish.’ One thing at a time.”

Armelin notes Wiberg’s professionalism during Crystal D’s cyber issue.

“Eric’s ability to stay calm under pressure and provide clear, timely updates played a critical role in maintaining our customer relationships and minimizing any disruptions,” she says. “His contributions are a great example of what it means to go above and beyond for both the company and our customers, and several customers shared their words of appreciation to Eric throughout the incident. His dedication was truly remarkable as he worked tirelessly for 12 consecutive days, ensuring that orders continued moving smoothly.”

Despite these and other challenges that crop up, Wiberg always demonstrates patience and compassion when interacting with customers, Armelin adds. Still, his success lies not just in thriving when situations call for savvy, efficient responsiveness; he’s also consistently proactive. “Eric has been a powerful voice for process improvement,” says Armelin. “His suggestions help us stay aligned with our company motto of ‘Simple, Easy, Fast,’ and reflect his deep understanding of both our customers’ needs and our internal processes.”

Chris Huebner, CEO of Mac Mannes Advertising (asi/259100), can attest to Wiberg’s tenacity and expertise in dealing with orders. “Due to the nature of some of our clients’ programs, we have both complex and quick-turn jobs for which Eric goes above and beyond to help us execute,” he says. “His efforts make us look like heroes.”

Other examples of Wiberg’s commitment include helping his production and shipping teams on an order to ensure that it gets out on time. “But the main thing, especially with awards, as they’re such a small part of the promotional products industry, is to be an educator and someone that my customers can trust,” Wiberg explains. “I aim to make my customers comfortable with the process from start to finish, and ‘WOW’ them with our beautiful products and service.”

‘Captain Eric’

Wiberg’s career at Crystal D began by pure chance. At the time, he was going to college during the day, working nights at a hotel and helping care for his baby daughter. The grueling schedule finally caught up to him.

“I saw that Crystal D was hiring and applied there after watching some YouTube videos they had posted highlighting their workplace culture – I had never seen anything like it,” he says. “After an eight-hour overnight hotel shift, I drove straight to my interview. I was very tired and a bit under the weather, so I thought I had bombed the interview; they called me an hour later with an offer.”

After working in various customer service roles at Crystal D for the past nine years, Wiberg is now a service and order manager. “He consistently delivers outstanding support to our customers who have come to trust him to the point of giving him nicknames such as ‘Captain Eric,’” says Armelin. “They take time to praise him, saying things like, ‘Incredible work as usual,’ ‘You’re unbelievable’ and ‘You’re so good at your job!’ Eric has an internal drive to succeed, improve and evolve, and is ever the professional no matter what challenge he’s working to solve.”

In addition to serving as a trainer within the customer service department, Wiberg is also a current Crystal D Value Champion for its “Respect” value. He served in one of the supplier’s groups to help generate ideas related to job costing, further efficiencies, solve pain points and look at automation advances throughout the company. Outside of Crystal D, Wiberg volunteers for the nonprofit Feed My Starving Children. “Having an empathetic heart and being an advocate for your customer are two of the most important things that a strong customer service rep can live out, and I try every day to do just that,” Wiberg says.

Armelin adds that Wiberg’s colleagues view him as the backbone of the company – “the steady, understated warrior, and the teammate everyone is grateful to have.” – Joan Chaykin

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As far as Jenny Conway is concerned, Jan Meuth is never allowed to retire.

The vice president of business development at Counselor Best Place to Work You Name It Specialties (YNIS, asi/365123) has been Conway’s go-to promotional products distributor for years, helping the marketing exec at Crawford Electric Supply manage the branding needs of each of the wholesaler’s 65 branches.

“I trust her fully to ensure our logo is always well-represented,” Conway says. “I’ve been a marketer for 23 years and have worked with countless promo products companies in that time. I will never use someone else.”

Meuth has been winning such rave reviews and inspiring similar client loyalty throughout her 35-year journey in the promotional products industry.

A self-described introvert who was initially skeptical that sales would be a good fit, Meuth has been at San Antonio, TX-based YNIS for well over three decades and has consistently increased her sales during her long tenure. And like a good Bordeaux, Meuth has only gotten better with time. In the last five years or so, according to YNIS CEO Josh King, Meuth has steadily grown her book of business by more than 10% each year.

“Jan,” says King, “is the ultimate networker.”

‘Above & Beyond on Every Order’

An example of Meuth’s promo prowess?

Several times a year, Crawford Electric Supply places a large hat order. Just about every branch manager is looking for something different, from the style, brand and color of the cap to the size and placement of the company logo.

“It’s a nightmare, but Jan makes it easy on us,” Conway says. “She ensures we get the right hat to the right branch and provides invoicing that allows me to effectively allocate costs correctly. Jan has never done the bare minimum for us – she goes above and beyond with every order placed.”

Conway also praises the company store Meuth helped Crawford set up a few years ago, allowing associates to buy wearables and other branded goodies, from notepads to coolers. “Jan worked tirelessly to ensure we had a fabulous mix of products,” Conway says. “She also checks in quarterly to refresh the site and provides usage reports of what’s selling or not. It’s saved me hours of time monthly.”

Other clients have similar stories to share. Janice Marshall of The University of Texas at San Antonio emphasizes how easy Meuth makes the process of buying swag. Once, Marshall says, when her department was stumped on how to incorporate its logo and images onto a canopy backdrop for outdoor events in an eye-catching way, Meuth stepped in to offer guidance in creating a beautiful design.

Another time, Meuth helped Marshall’s department rearrange its tricky logo so it would fit well on a pen and still be readable. “We’ve since successfully incorporated her design onto other items with similar size constraints,” Marshall says.

For Meuth, it’s all in a day’s work. She enjoys the back-and-forth that comes with collaborating with clients on custom projects. “I like to help clients think outside the box,” she says.

Also important to Meuth are the lasting personal connections she’s forged. “The biggest thing is building relationships,” Meuth shares. “A lot of my clients are really good friends now. I’m a big believer in just picking up the phone to find out how people are doing.”

A Heart for Helping

Meuth’s care extends to the broader community, making her an admirable representative of her company and the promotional products industry. To wit, she volunteers countless hours, devoting her time and energy to a bevy of causes, committees and charitable events. “She uses those opportunities to meet new people, tell the YNIS story and be a brand ambassador,” says King.

Serving on the board of the San Antonio chapter of the American Subcontractors Association, for example, helped Meuth understand the organization’s pain points and better meet their promotional products needs, she says. But Meuth’s volunteer efforts are far from self-serving, says Jennifer Swinney, executive director of the association: “She is a tremendous asset to my association, always the first to arrive and the last to leave any event.”

Indeed, Swinney adds, “Jan consistently gives of herself, whether it’s helping high school students learn about career opportunities in the construction trades or volunteering at a Christmas charity event supporting children in foster care. Her selflessness is truly unmatched, and her impact reaches far beyond her professional role.”

A good example: Recently, Meuth participated in the Construct a Kid’s Christmas Toy Drive, raising funds and gathering toys for children in the Bexar County foster care system. Meuth’s been volunteering with the initiative for more than a decade, positively impacting the lives of vulnerable children, King says.

“Jan knows everyone and is known throughout our community,” he shares. “In between all her volunteering, she also manages to sell some promotional products.”

Boy, does she ever – and she has no plans of stopping. – Theresa Hegel

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It was three years ago that Jay Harman first met Jackson Williams. Williams was representing a company that created educational materials handed out by law enforcement. He visited Harman to persuade him to purchase a sponsorship. The fact that Williams was 23 years old and looked it didn’t bother Harman. In fact, quite the opposite.

“Immediately I could tell that Jackson had drive and passion,” says Harman, the regional manager of the southeast sales and distribution team for Counselor Top 40 distributor American Solutions For Business (ASB, asi/120075). “Here was a clean-cut professional that was polite, proficient and persistent. He knew how to sell and upsell when needed.”

After that first meeting, Harman saved Williams’ number in his phone, along with an additional descriptor that would pop up every time Williams called: “HIRE THIS KID.”

Two years ago, Harman did hire that kid. Williams hasn’t disappointed.

The 27-year-old has quickly become a promo sales superstar, growing his revenue 340% last year and earning ASB’s 2024 Rookie of the Year award. Williams admits he’s learned a lot in an industry where you can sell a million different products. But the amazing part is that despite his instant success, he says he’s slower to pick things up compared to industry veterans. He relies on long hours and lots of diligence to level the playing field.

“I’m very analytical,” says the LaGrange, GA, resident. “For me, I really need to see something, to feel it and understand it. Having that driven mentality helps me. Once I’m able to figure something out, I can talk about it like nobody’s business and go out and sell it.”

Perseverance & Determination

Williams’ initiative has always been evident. Even as a freshman in college he was working 60-70 hours a week. That previous job selling law enforcement materials? As a 19-year-old, he called on the company for six months almost every day trying to get an interview. And once he landed the job, he became one of their top three national reps.

Williams (who got married to his wife Savannah two years ago) is quick to mention that he hasn’t done it alone. Being part of ASB’s Southeast hub has been invaluable, he says: “Just in my office alone, we have multiple people with decades worth of experience. … It’s been great because I’ve been able to lean on other team members and they give me advice.”

Harman lists numerous traits that set Williams apart, including perseverance, determination and communication. “He’s not afraid to cold-call clients, an art that’s still relevant in this industry,” adds Harman, himself a previous ASI Media Distributor Salesperson of the Year finalist. “He can also think on his feet, but unlike many, he’s a listener. Jackson sets himself apart because he is already a seasoned businessman that is well-versed in the general rules of proper client engagement, along with his investment in himself and being a forward thinker.”

If only there were more reps like Williams. As it happens, there is: Jackson’s twin brother Lucas recently joined ASB. The brothers (who are the youngest of four siblings) worked together in their previous job and are now operating as a sales team, with Lucas handling more of the day-to-day prospecting and Jackson focusing on the operational aspects.

Jackson says he and his brother grew up as best friends who were competitive with each other and shared the same interests. Now, “we’re competing for the same goal, and he’s like my accountability partner, somebody that I can lean on.”

Adds Jackson: “So it’s really good having another set of eyes and another brain that I can collaborate with.” For sure, the sibling partnership is already bearing fruit – like all Williams’ efforts so far in promo. Only at the outset of his merch market journey, the way for Williams only appears to be up. - C.J. Mittica

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Why does Jeana Nicotera love her work?

“There are so many reasons,” says the longtime brand consultant with Cooley Group (asi/168125). There’s her innate desire to make her clients happy. The ability to produce something tangible and meaningful. Don’t forget about the freedom to sell just about anything. “I love trying to be creative and reinventing ourselves each year with new ideas and new products,” says Nicotera. “But it’s the excitement from the client that inspires me. To make them look good, that’s the cherry on top.”

Nicotera has been making clients look good for nearly three decades, first as a territory manager for an envelope manufacturer, and then entering the promo industry 25 years ago when she answered an ad in the newspaper for a job at Cooley Group.

Nicotera admits she’s a “swing-for-the-fences kind of person” – a philosophy that’s enabled her to reinvent herself professionally multiple times. At one point, a large print client accounted for 70% of her annual income – but that income evaporated when the client decided to move their printed inserts and instructions online.

The New York Mills, NY, resident then scored a major hit with custom-branded Monopoly board game fundraisers, even going so far as to get the projects licensed by Hasbro, the makers of the game. Each board (branded to a specific city) was a massive undertaking, requiring dozens of sponsorships and a whole lot of trust. The payoff was worth it though – of the four boards that Nicotera helped cities to create, she was able to raise over $1 million in donations. But then Hasbro sold the city-branding licensing to another company overseas, and that revenue stream dried up.

“I thought, ‘You’re kidding me,’” recalls Nicotera. “I had planned to do one a year until I retired. They’re huge, huge projects. When that was gone, I was like, ‘OK, let’s reinvent ourselves again.’”

To her credit, Nicotera found something even better. “It’s funny when you look back,” she adds, “because all of that pales in comparison to what I have going on with PepsiCo.”

For the Fortune 100 company, Nicotera has been a godsend. She and her support team of Kat Arcuri and Samm Vella, through company stores and uniform websites, have centralized and streamlined the ordering process of certain events and initiatives for several geographic divisions, each with dozens of locations. The team has also delivered on projects across the country involving promo, branded apparel, specialty print and packaging.

“I feel like I’m Jeana’s only customer every time I speak with her,” says Layla Flaherty, administrative assistant to the New England market director at PepsiCo. “She’s that great and so real – it’s refreshing. It’s not a case where she’s looking to upsell me or I feel like I have to be on guard. She always puts her best foot forward.”

Indeed, Nicotera is always thinking of how she and her team can make their clients’ lives easier. Her passion for promo and doing right by her clients is something only people who work in this industry or love what they do can truly understand. “It probably sounds boring, but it’s so exciting for me,” she says. “I just love it.” – C.J. Mittica

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Anna Marie Leach was supposed to go to medical school.

She was majoring in genetics at the University of Georgia, toying around with the idea of a master’s in public health, when she realized that she actually didn’t want to work in medicine. About a month out from graduation, she was still at a loss for what direction she wanted to take her career.

“I’ve always been a very creative person,” Leach says. “I just kind of thought that creativity had to be something that existed as a hobby – it couldn’t be a whole career.”

On a whim, though, she typed “creative” into the LinkedIn jobs search bar, scrolled for a few pages and spotted an entry-level opening at Brilliant (asi/146116). She applied, despite not knowing anything about the promotional products industry.

And the rest, she says, is history.

That was about three years ago, and Leach has made her mark on Brilliant ever since, including by more than doubling her sales from 2023 to 2024. Because the distributor’s client base is so tech-heavy, promo has a unique role to play for Leach’s roster of brands, which includes major pop culture players like Reddit, Pinterest, Spotify and Airbnb.

“Their brands don’t really exist in the physical space,” she says. “It feels like such an honor to be able to help create the pieces that become their physical footprint.”

Leach’s first position at Brilliant was more of a support and project management role, but she soon found she had a natural inclination toward the sales process. Even early on, she was offering suggestions to colleagues for client campaigns, which prompted her manager at the time to expedite her into a sales role and eventually a pilot member of Brilliant’s account management department.

The transition felt natural because of Leach’s propensity toward creating connections. She never feels like logging on for the day requires putting on her “sales hat” or switching into work mode.

“For me,” she says, “it’s all about relationships and the personability of it all. And that just comes naturally to me.”

The other thing that comes naturally? Ensuring promo tells a story.

As someone who didn’t have any experience with the industry’s structure and quirks before falling into the job at Brilliant, Leach has noticed a shift in how people are thinking about intentionality in their merch – especially younger professionals. That perspective heavily informs how she thinks about the solutions she provides.

“I don’t see the need to completely turn the industry on its head and completely reorganize the way it’s always worked,” Leach says. “But I think we’re just questioning how we’re branding things, and also what we’re producing. Are we producing things just to produce things or is there some kind of story or meaning behind it? We want to create that compelling story, give the merch meaning.” – Hannah Rosenberger

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Years before Jason McCracken was a top-producing rep for Eagle Promotions (asi/185320) with a roster of Fortune 250 clients, he was a store manager for T-Mobile and merch lover who proudly wore the brand’s shirts, hats and socks. “Magenta from head to toe,” he recalls.

Sporting the gear at a company training session, McCracken was paired with a woman who was looking for someone to handle procurement for all the telecom company’s branded products. “I have zero experience in procurement at the time,” recalls the resident of Bonny Lake, WA, a suburb south of Seattle. “I’m a retail store manager, right? But it’s all about the power of yes. So I said ‘Yeah, I absolutely want to interview for that.’”

The result? “I went from running a store in Seattle to managing $100 million in spend as a procurement manager, overseeing branded gear for the entire company.”

That was the first time McCracken leveraged his enthusiasm and love of promo into professional success. The second occurred two summers ago when he joined Eagle Promotions. It was no coincidence; McCracken had met Mario Stadtlander, the distributor’s president, through mutual friends and had used Eagle Promotions as a vendor during his time at T-Mobile.

But more importantly, it’s the experience McCracken accrued as a buyer of promo that’s contributed to his immediate and meteoric success as a distributor. At Eagle Promotions, McCracken handles all the RFPs, negotiates all the contracts and writes all the SOWs (Statements of Work) – invaluable skills that he learned managing the merch spend for a major corporation. “Not only am I passionate about the products we sell,” he says, “but I have the background and knowledge from a legal perspective to help my clients’ jobs be easier and done a lot faster because I know exactly what they’re looking for.”

Combined with his fearless approach to relationship building – for example, he spent months talking to an executive assistant at Google before landing them as a customer – McCracken was able to grow his sales by 233% year over year in 2024 and quickly build an impressive roster of clients that includes big names like Amazon, Uber Eats and USAA.

“Jason’s drive, determination, and willingness to go above and beyond are evident in everything he does,” says Stadtlander, who started Eagle Promotions in 1995 and joined up with business partner and CEO Sean Ono in 2001. “It’s not uncommon to receive emails from Jason at 1 a.m., demonstrating his commitment to delivering results.”

A father of two teenage boys, McCracken describes himself as “multi-passionate” – a manifestation of his ADHD. “I used to think ADHD was something that would hold you back. But I’ve realized over the last 10-15 years that it’s a superpower,” he says. “And if you lean into it, you can get really passionate about a lot of things.”

That includes branded merch, which is a perfect fit for his personality. “There’s always,” he says, “something new and fun to look at in this industry.” – C.J. Mittica

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Dan Cull was destined for the promotional products industry.

It seems like people find themselves in the business in one of two ways: They stumble into it having no prior knowledge that the market exists, as if it were Narnia, or they are born into it.

Cull is in the latter camp, having been a part of his family’s business, distributor Royal Recognition (asi/313998), on a full-time basis for 17 years. Really, though, it’s more like 35.

“I’ve worked in every department here,” he says, “from finance to production to customer service. So I definitely grew up here.”

In Cull’s time at the firm – that is to say, his lifetime – he’s watched the promo industry and the world around it change dramatically. For instance, there’s the “Amazon-ation” of the industry and e-commerce overall.

“Turnaround times have been the biggest change, and I’ve definitely adapted my sales style to accommodate those,” Cull says. “We have a lot of manufacturing capabilities we do in-house so that we’re able to do quick ‘turn-and-burn’ projects and get things out for clients quickly.”

These “turn-and-burn” projects include embroidery, screen printing and UV printing for projects. Cull’s made it part of his mission to grow Royal’s uniform program, too, having built it from zero to more than 30 clients over the last three years.

Cull says he’s gotten his sense of what to do and what not to do as a promo professional from watching his parents – his role models in his career and life.

“Seeing my parents do whatever it takes to get the job done inspired me to always take the same approach,” he says. “My father taught me that you have one thing in life, and it’s your word. So, if you say you’re going to get things there, make sure you do it.”

And do it he does. He recounts one job in particular where UPS wasn’t able to get an order to a customer in Georgia on time. “I booked a Delta flight and took it down myself,” he says. “I’ve gotten caught in ice storms in Arkansas getting things delivered. Just whatever it takes to make sure the client gets what they need, that’s what I’m going to do.”

Clearly, the approach is working: Cull, a previous finalist in 2021, has since grown his sales revenue by 56%. His personal sales are into the eight-figure range – and he shows no signs of slowing down. – Brendan Menapace

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Wayne Vaughan’s impressive promo sales career began after a benign conversation.

“My wife was working for a Fortune 10 company that contracted with a local distributor here in Richmond, VA,” he says. “During a vendor meeting, the distributor and my wife began talking about families, etc. At the time, I was in sporting goods sales and the distributor owner asked if he could set up a time to chat with me. The rest is history.”

Previously, Vaughan served in the U.S. Naval Reserve, which has benefited his current career. “Discipline and perseverance are core concepts that have carried over from my military experience,” Vaughan says.

These traits helped him grow his personal sales, which are well into seven figures, by 38% in 2024, while also managing the sales team at Counselor Best Place to Work TK Promotions (asi/341067) “to Inc. 5000 sales growth each of the last three years.” His collaborative approach has connected the sales and marketing departments that he oversees. “I’m in a unique position to create a bridge for what sales needs and what marketing can create,” he says. “Our team unilaterally buys into the process of marketing supporting sales and sales driving marketing.”

TK CEO Todd Mawyer attributes Vaughan’s accomplishments to his deep client relationships, problem-solving mindset and proactive approach. “A top performer, Wayne drives growth through strategic sales, innovative solutions and unwavering dedication,” Mawyer says. “His leadership and industry expertise have strengthened client loyalty, elevated the brand and contributed to the company’s ongoing success.”

One of Vaughan’s standout talents is his attention to detail on custom projects and complicated campaigns.

For example, he worked on a holiday gift program for Estes, the largest privately held freight transportation company in North America. Vaughan’s work ethic, creativity and ability to understand the client’s needs led to the creation of a special “Hero Kit.” He got down to business by securing samples and global sourcing options at lightning speed. Over a seven-day period, he was able to work with suppliers to price one option, plus two alternatives that offered better value for the client, he says.

Ultimately, Estes chose a solution with products from Hirsch (asi/61005), High Caliber Line (asi/43442) and Counselor Top 40 suppliers Gemline (asi/56070) and Sweda, now part of Top 40 firm SnugZ USA (asi/88060). It also included Basecamp items with a giveback component to the Wounded Warrior Project, aligning with a corporate-wide December donation project at Estes. Dan Nevins (WWP ambassador) also provided a thank-you video for the client to share with employees about how the Hero Kits were impacting their organization.

Another feather in Vaughan’s cap is his creation of a supplier showcase program to serve the company’s top clients. TK hosts at least one showcase per year at client locations with several suppliers. “We ask them to provide spec samples for buyers to view at their booth and to provide self-promo giveaways for the event,” he notes. “The TK team has held several of these events on collegiate campuses, including in stadium/arena suites, giving clients access to suppliers in a unique way.”

Ultimately, Vaughan says his success comes down to this: “Sticking to a set of core values has made all the difference in outcomes for me. Hard work and alignment with clients who value the approach makes what we do fun and seem a lot less like work and more like partnering with friends.” – Joan Chaykin

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For Trevor Hyssong, director of sales at Counselor Best Place to Work Blink Marketing (asi/141424), it’s the complicated orders that keep him engaged. “Anyone can order 24 polos with a left-chest imprint,” he says. “I can write that storyline in my head with my eyes closed, but the projects where there are a lot of variables, with layers of labor and logistics, are exciting.”

Plus, he adds, those sorts of campaigns really allow distributors to shine as “the glue that holds the whole thing together.”

Hyssong completed one such multilayered project recently for a client in the financial services industry that has a duck as a mascot. As he and the client were talking through their marketing calendar, they noticed that Jan. 13 is National Rubber Ducky Day. In honor of the occasion, the client decided to send 4,000 rubber ducks across the country to investors who had reached a certain tier. “They wanted it to make a splash,” Hyssong quips, “not just something that comes in the mail, but something that creates a unique moment.”

To help up the wow factor, Hyssong and the team at Franklin, TN-based Blink created custom insert cards and custom-produced a box with a special insert, allowing the duck to be placed face up, so it would stare directly at the recipient as the box was opened. The project included variable data both on the shipping list and on the insert cards. Of course, it had to reach end-users on Jan. 13 or risk being irrelevant. Hyssong was able to hit the mark on every level – garnering plenty of praise from the client.

Other fun projects Hyssong has worked on at Blink include developing custom plushie characters shaped like a large pizza chain’s dipping sauces and creating matching ugly Christmas sweaters for people and their dogs. “Some of my favorite things are when we can make something completely from scratch,” he adds.

Hyssong’s can-do attitude has not gone unnoticed by colleagues.

“Trevor is the gold standard on relationships and white-glove customer service,” says Carolina Junghans, CEO of Blink Marketing. “He’s the ultimate team player – helping his fellow sales team members elevate in every way while growing his own portfolio.”

In 2024, Hyssong had his highest sales year yet, engineering a 64% increase from his 2023 figures. It’s also a far cry from when he started at Blink seven years ago. “My first year at Blink, I didn’t even get over $200,000 in sales,” he recalls. “And now, I have to pace over that every month to even have a hope of getting to my goal.” – Theresa Hegel

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Nearly 25 years ago, Deborah Edgar had a choice to make.

The Nebraska native, after moving to Texas for college and settling there, had planned to continue building her career in hospitality as a sales and marketing leader, but her company had asked her to relocate to New York. Her son, in high school at the time, asked that they stay in Texas. Edgar chose family: She decided to look for another job.

And in so doing, she discovered the world of promo and print, joining a small distributor. As it happened, Edgar had experience buying both mediums in her previous job, and her new position offered more flexibility and less travel. It was a win, and she’s been in the merch market ever since, working on the supplier side too before ultimately joining Brandability (asi/319940), formerly Scarborough Specialties, in 2011.

By then, Edgar was already homing in on what has become her exclusive vertical market: healthcare. Over time, she has expanded her customer base significantly, from small clinics to statewide systems, mostly through word of mouth. It’s all paying off: Edgar saw a 55% sales increase between 2022 and 2024.

“Healthcare became my passion and focus,” she says. “I can zero in on what’s best for employees and patients, discover what’s cutting-edge and differentiate customers by their needs. This isn’t just swag; it’s a partnership, a collaboration and an extension of who they are.”

Edgar’s first client was one hospital location, which grew to several. Now she caters to virtually every group in a healthcare system, from surgical wards and maternity departments to pediatrics practices. Recently, she landed a large group purchasing organization that represents multiple hospitals and clinics.

“These systems want the brand experience to be the same across the board,” she says. “I dig in and ask questions to understand their needs. Focusing on one vertical market allows me to dive deep and learn from their experience and challenges.”

One of Edgar’s favorite campaigns is an annual gift program for maternity departments. Back in 2017, a healthcare system was undergoing a rebrand and they were looking for branded gift sets for new mothers.

Edgar now does multiple “new mom” campaigns each year, with items suitable for different regions – tote bags are popular, as well as sunscreen for locations in the South and Southwest, along with ice scrapers and heavier baby blankets for those in colder climes.

“I work closely with suppliers and I do a lot of custom products,” says Edgar. “Certainly, the items aren’t a deciding factor when the women pick a hospital, but they walk away with useful items. They remember that, and they’re grateful.”

Beyond crediting good partnerships with suppliers as key to success, Edgar also says referrals have been vital to her business growth. “I’ve been bolder about asking for them,” she says. “You have to keep building your business.”

Heather Salinas, senior branding consultant at Brandability, calls Edgar’s commitment to her clients “truly impressive,” adding that “she knows promo inside and out, remembers every detail about products, and has built strong relationships along the way. On top of that, the amount she can accomplish in a day is amazing. It’s an honor to have this dynamic colleague as a mentor and friend.” – Sara Lavenduski

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It’s been nearly five years since Marlo Brenneman made the leap into promo products, joining Smart Source (asi/328914) after a two-decade career in commercial print sales.

It was a challenge to learn a new system of production and discern between what seemed like an endless array of identical-looking pens. Indeed, Brenneman recalls the first few accounts she worked on with a wince, but it’s safe to say she’s mastered the learning curve since then, having tripled her territory within the past few years alone, including growing her sales by 65% last year.

Dave Chlebek, Smart Source’s vendor manager, says Brenneman’s success is the result of her passion for client service, attention to detail, ability to collaborate and innate knack to create unique pieces. “She has an exceptional ability,” he says, “to listen to her clients’ needs and deliver solutions that are both impactful and efficient.”

Brenneman says she’s built valuable personal relationships with her clients in part by getting to know them beyond the sale. This helps her build up a sense of what type of promo works for each client – and what she needs to ask to help grow that deeper understanding.

The same is true for how she approaches going to industry trade shows. She’s heard promo shows described as adult trick-or-treating – and that was exactly how she once felt carrying around an overwhelming number of samples from suppliers. Now, she takes a much more measured approach, informed by what her customers are looking for and the vendors she’s come to trust.

“I think that was the biggest thing,” Brenneman says, “learning the right questions to ask to get the right information.”

One of her biggest tools early in her journey was the Philadelphia Area Promotional Products Association (PAPPA) – the regional industry organization for where Brenneman is based in York, PA. PAPPA helped her learn tricks of the trade. She now serves on the board.

Interestingly, Brenneman hasn’t left behind her experience on the print side of things. In fact, it’s been an advantage in the promo world, considering how print and promo often work together and how client bases overlap. She never tries to oversell. She believes that if clients are ready to buy, they’ll want to engage, rather than having to be pushed into it. With that in mind, she feels being able to leverage both print and promo solutions is a point that works in her favor.

“I can offer a client everything,” Brenneman says. “I’ve worked in direct mail, I’ve worked in corrugated luxury packaging, commercial print – and now promo. It helps me get in the door because if I can’t sell somebody a brochure or a booklet, I can sell them apparel or a welcome kit for a new employee.” – Hannah Rosenberger

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For sales reps who work purely on commission, starting over with a new company – and a blank book of business – can be a huge risk. It can mean sacrificing.

Lilia Hutchinson has made that leap not once, not twice, but three times – a series of strategic gambles that ultimately landed her five years ago at Touchstone (asi/345631), a former Counselor Top 40 distributor that’s now part of Counselor Top 40 firm Boundless (asi/143717).

“You’re basically betting on yourself,” Hutchinson says. “But if you believe in yourself, you work hard, then you’re going to make it happen.”

The risk taking has certainly paid off.

Drawing on her innate ability to build strong relationships, Hutchinson has powered her way to seven-figure sales, a feat achieved in part through amply increasing Touchstone’s business with Kroger since taking over the top account. In fact, she’s doubled sales with the grocery chain – even as Kroger contended with heavy inflation and climbing food prices.

“Lilia’s sales trajectory reflects her strategic mindset and ability to adapt to the evolving needs of her clients,” Touchstone/Boundless says in its nomination of Hutchinson. “Year after year, she has achieved notable growth, solidifying her reputation as a reliable and results-driven professional.”

Notably, she’s found it critical to have fun on the job. Hutchinson’s sales background, before getting into the promo industry, was in telecommunications, selling long-distance services to businesses. When she transitioned to promo, the first thing that stuck out about the market was that it was a hoot.

“To me,” Hutchinson jokes, “it was combining two things that I personally love – sales and shopping with other people’s money.”

She hasn’t lost that sense of enjoyment over the decades. She and her team constantly send memes back and forth to keep them motivated during especially hectic days, and she never hesitates to give praise or shout-outs when credit is due.

Hutchinson also has great admiration for the way the industry has grown and changed. Every year, she contemplates whether she really needs to attend promo’s biggest trade shows – and every year, when she’s there, she finds something new that blows her mind, whether it’s technology that allows users to view a website by scanning a product or eco-friendly bags from suppliers that detail exactly how much recycled material went into creating the tote.

“It’s really cool how far our industry has evolved,” Hutchinson says. “It’s just a whole new level.” She plans to keep on having fun being part of it. – Hannah Rosenberger

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