Standard Register (NYSE: SR), a leading provider of workflow, content and analytics solutions, is leveraging its acquisition of WorkflowOne to expand its promotional marketing business under new leadership. The company announced it has made several key additions to its promotional marketing team that will enable it to focus on providing more creative ideation and local, personalized service.
Michael Giachetti will lead the promotional marketing team as vice president and general manager for promotional marketing. Giachetti is the former vice president of strategic accounts for WorkflowOne. In his new role, he will be leading a newly-formed team of strategic promotional marketing directors, merchandisers, marketing and pre-sales specialists. Giachetti has 18 years of experience with the combined companies in sales leadership roles. He will report to Jeffery Moder, chief marketing officer.
"Mike's success building the promotional marketing business in the East, along with his proven track record in leading teams to achieve superior performance, positions him for success in his new role," said Moder.
The Promotional Marketing team has been expanded with the addition of four strategic promotional marketing leadership positions in the field. These individuals will be responsible for directing the dedicated sales representatives within their geographic region to understand specific client needs on a local level. Three regional leaders have been named: Chandra Geschwill in the South, Brad White in the West and Joe Whitman in the Midwest.
Geschwill has been a part of the combined company's sales organization since 2011, focusing on brand and marketing consulting in the healthcare market. Geschwill has distinguished herself through her creativity, innovation and consistent performance in helping her healthcare clients create more engaging experiences for their patients. She also brings several years of retail marketing experience from Perfumania, giving her a unique perspective on what clients need to build successful promotional programs.
White has spent 15 years in the promotional products industry on both the supplier and distributor sides of the business. He was named Advertising Specialty Institute's 2010 Supplier Salesperson of the Year and a "Rising Star" by Promotional Products Association International's PPB magazine. Prior to joining Standard Register, White was vice president of sales for distributor Boundless Network. He also writes for and owns White Threads, a branding and culture blog, and is a co-founder of PromoKitchen, an online educational resource for the promotional products industry.
Whitman, who is new to Standard Register, is a promotional marketing veteran in the apparel industry. With B2B marketing and sales experience across the uniform market, Whitman has built successful sales teams with a strong focus on serving customer needs in the retail environment.
"As we continue our rapid growth, we are building Standard Register's promotional marketing presence with a focus on the holistic needs of our customers. By leveraging our broad portfolio of capabilities, we bring a combination of marketing and supply chain expertise that is unparalleled in the industry," Giachetti said. "We see every promotion as an opportunity to build awareness and amplify our customers' brand messages to drive better outcomes for their business. Our balanced approach of marketing effectiveness and supply chain efficiency optimizes our customers' budgets while maximizing their revenues to deliver a high degree of customer engagement."