This month, AIA Corporation (PPAI 101364, D12) introduced a new strategic plan, AIA Reimagine, to drive impactful shifts in strategy to focus on AIA owners and their success in 2021 and beyond. To support the reimagined owner experience, the Appleton, Wisconsin, distributor announced three new roles, including vice president of owner experience, director of owner success and director of business development, along with three new hires and two promotions.

“This plan draws on AIA’s more than 30 years of experience, and positions AIA and our owners for growth and profitability, even in these uncertain times,” says AIA CEO Nancy Schmidt. “We’ll do this by delivering an owner experience that is unlike any other in the industry. One that promises a strong, collaborative owner community; personalized attention to fit owners’ specific needs and the education, marketing and technology resources needed to effectively sell to end customers and run a business.”

Senior Vice President of Owner Success Joél Bastien will lead this new initiative, overseeing owner experience, business development, owner success, and onboarding and training. She’ll work in partnership with the newly created roles to ensure continuity across all owner-facing functions. Julie Callahan, MAS, has come onboard as vice president of owner experience. She joins AIA with seven years of industry experience in sales and leadership on both the supplier and distributor side, including roles at alphabroder/PrimeLine and OmniSource Marketing. In her new role, she will provide strategic direction, leadership and management to the owner experience and business development teams, and report to Bastien. Callahan is actively involved in the industry and has served as a Tri-State Promotional Professionals Association board member for the past six years.

David Dick has joined the company as director of business development. He has industry experience on both the supplier and distributor sides, previously supporting sales at distributor BDA and supplier Gold Bond. In his new role he will prospect, recruit and sign qualified promotional product distributors as new AIA owners. He reports to Bastien. Jamie Tumas has been hired to join AIA’s team of business development managers. He previously spent more than 10 years at ASI, most recently serving as the director of distributor sales, and has experience in solution-based sales, ecommerce, customer service and sales management.

Andres Blanco and Dana Henton have been promoted to directors of owner success. Blanco and Henton joined AIA in 2019 and previously served as owner success managers. Both have a wealth of industry and AIA owner experience. In their new elevated roles, they will serve as business advisors to AIA owners, ensuring sales growth and profitability. They will report to Bastien.

“With this new structure, AIA owners will benefit from one team, one direction and one point of contact quarterbacking their needs,” says Bastien. “This is a pivotal time for many independent distributors. Joining AIA means having the support of a community of like-minded peers, solid financial funding and industry experienced professionals who have walked a mile in their shoes, giving distributors confidence to engage the changing market in new ways.”