Custom Ink (asi/173232) has built out its C-Suite.

The Counselor Top 40 distributor announced three executive appointments on May 22 that complete the new team of leaders that will report directly to David Doctorow, who became CEO of the e-commerce-driven branded merchandise solutions provider last July.

Phil Auerbach, Justin Swietlik and Kane Posner, Custom Ink (asi/173232)

In the latest moves, Custom Ink has named Phil Auerbach chief marketing officer while also promoting Justin Swietlik to chief financial officer and Kane Posner to senior vice president of strategy.

As CMO, Auerbach’s main mission is to expand Custom Ink’s customer base and increase client engagement.

The firm says he’s well-positioned to do so, having what it described as 25 years of executive experience leading marketing and commercial operations across a range of industries. As Bumble’s chief commercial officer, for instance, Auerbach led marketing and partnerships globally and played a key role in profitably scaling the business by over 50%, resulting in more than $900 million in annual revenue, according to Custom Ink.

Other past positions include being chief commercial officer at Linblad Expeditions and ClearChoice Management Services, as well as chief digital and strategy officer at Dunkin’ Brands and SVP/regional chief marketing officer at Caesars Entertainment.

“Phil brings a proven track record of positioning and building healthy brands through data-driven and digitally oriented marketing strategies and creative development, which will be invaluable as we continue to build a world-class brand,” said Doctorow.

Swietlik joined Custom Ink in 2016. He’s held leadership roles across finance that have included financial planning and analysis, treasury, and strategic transaction activities, the company said. Notably, Swietlik was central to the execution of a 2019 deal that saw private equity firm Great Hill Partners invest in Custom Ink. Prior to Custom Ink, Swietlik worked in finance roles at Rigquipment Finance, Pivot Cycles and Comerica Bank.

“Justin is a trusted leader and financial strategist who knows our business deeply,” said Doctorow. “I’m confident that he will continue to strengthen our financial foundation and play a central role in driving our next phase of growth.”

Meanwhile, Posner is moving up into a newly created role – senior vice president of strategy. In the position, he’ll lead pricing, merchandising, strategy and business operations. Posner joined Custom Ink in 2022.

Posner’s past promotional products industry experience includes working as chief operating officer at Printfly, a provider of graphic-customized apparel whose brands include RushOrderTees and South by Sea. He also was director of strategic planning and analysis at Counselor Top 40 supplier alphabroder (asi/34063), whom he was with for six years.

“Kane brings a unique combination of financial expertise, operational insight and customer-centric thinking,” said Doctorow. “His leadership will ensure strong cross-functional alignment as we continue to optimize our strategic priorities and execution.”

Custom Ink has been busy bulking up its leadership talent in the 10 months since Doctorow became CEO. Appointments include: Arthur Chapin, chief product, design and technology officer; Baily Rockwell Adrian, vice president of power buyers; Ben Litvinas, chief data and analytics officer; and Ryan Massimo, chief revenue officer.

Based on estimated 2023 North American promotional product revenue of $650 million, Custom Ink ranked fourth on Counselor’s most recent list of the largest distributors in the industry.