Proforma (asi/300094) keeps adding promo talent.

The Top 40 distributor announced today that it has hired Bori Ly as vice president of business development. Ly’s charge is to work with the BD team and company founder Greg Muzzillo, a member of Counselor’s Power 50 list of the promotional products industry’s most influential people, to expand the firm’s recruiting efforts.

Bori Ly, Proforma (asi/300094)

“Proforma's commitment to driving the success of its distributor owners resonates deeply with me,” said Ly, who was most recently regional vice president of strategic operations support at Top 40 distributor American Solutions for Business (ASB, asi/120075).

Ly spent more than two years at ASB, where he coached the company’s sales representatives in winning national accounts and selling e-commerce solutions, according to Proforma executives. Prior to ASB, Ly was a national sales manager with Top 40 supplier HPG (asi/61966) for five years.

“Bori’s extensive experience and proven leadership skills make him the ideal candidate to help expand our industry recruiting efforts and to drive the growth of our distributor owners,” said Muzzillo.

Ly asserted that Proforma is making a $30 million investment in technology – something he said attracted him to the company, as he believes this will help drive success by helping affiliates to win “large enterprise accounts and e-commerce clients.”

Ly’s hire comes on the heels of a February move that saw Proforma bring aboard Meg Erber as director of sales. Erber is a well-known promo pro, podcaster, educator and volunteer.

In August 2023, Proforma hired Charity Gibson as chief marketing officer. An industry veteran and educator who frequently speaks at trade shows, Gibson is known for her influential presence on social media within promo.

Based on reported 2022 North American promotional product revenue of $620 million, Proforma ranked fifth on Counselor’s most recent list of the largest distributors in the industry.