Standard Register Expands Promotional Marketing Initiative with New Leadership
Standard Register, Dayton, Ohio, 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, and 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 health care market. She has distinguished herself through her creativity, innovation and consistent performance in helping her health care clients create more engaging experiences for their patients. She also brings several years of retail marketing experience from Perfumania, giving her 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. 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.