The largest distributor in the $26.1 billion North American promotional products industry has named a new chief financial officer.

Counselor Top 40 distributor 4imprint (asi/197045) has appointed Michelle Brukwicki, a telecommunications industry executive, to the pivotal C-suite role. She’ll be replacing 4imprint’s longtime CFO David Seekings, who announced in May that he is retiring.

Michelle Brukwicki, 4imprint (asi/197045)

“Beyond her proven track record as a CFO, Michelle brings significant executive leadership experience to the team,” 4imprint CEO Kevin Lyons-Tarr, a member of Counselor’s Power 50 list of promo’s most influential people, told ASI Media. “That experience, as well as her approach to the position, people and strategy, align well with our culture. She’ll bring valuable new insights and perspectives to the company as we continue our journey.”

Brukwicki’s initial appointment as CFO begins on Dec. 9. She’ll take over as permanent CFO no later than May 31, 2025. Seekings isn’t going anywhere just yet, though. His six-month notice of retirement formally kicks into play at the start of the new year, and he’ll be working with Brukwicki and the rest of the 4imprint leadership team on the transition.

“We will have a full induction process ready for Michelle to cover all aspects of the business and the position,” Lyons-Tarr told ASI Media. “Michelle will have the complete support of everyone on our team. The timing that we’ve laid out allows ample time for David and Michelle to work together to be sure the baton gets passed in an orderly and successful fashion.”

Brukwicki has spent about 15 years with TDS Telecom, a Madison, WI-based telecommunications company that’s a wholly owned subsidiary of Telephone and Data Systems Inc. and the seventh-largest local exchange carrier in the United States. Holding roles of increasing responsibility, Brukwicki is currently chief financial officer/senior vice president of finance at the firm. Other past roles include being a senior auditor at Deloitte, as well as chief financial officer at Ag-Tech and Green County Grain Inc.

At 4imprint, Brukwicki will handle the typical responsibilities of a CFO of a publicly traded company – but that’s not all. “She will also play a pivotal role as an executive director of the company in developing and executing our strategy along with our senior leadership team,” Lyons-Tarr told ASI Media.

Seekings has been one of the catalysts for 4imprint’s success over his nearly 30 years with the business.

“In due course,” Seekings said, “I will have plenty of time to reflect on my 27-year career with the company and the amazing people that I have had the privilege to work with along the way. Right now, however, I remain completely focused on the business and doing all I can to ensure a smooth succession and to help 4imprint to continue its success for many years to come.”

4imprint set a company – and promo industry – record for annual revenue in 2023 when it generated about $1.3 billion in North American promotional products sales. Operating an e-commerce business model, the firm finished first on Counselor’s most recent list of the largest distributors in the industry.