Stran & Co. (asi/337725) says it has added strong promo talent to its leadership team.

The Top 40 promotional products distributor has announced the hiring of Nancy Shaffer as director of client services and Jamie Hoelscher as director of merchandising and vendor relations.

Both Shaffer and Hoelscher have worked at other Top 40 promo products firms. Each has roughly a decade of experience in the industry.

Nancy Shaffer (left) and Jamie Hoelscher (right), Stran & Co.

“I couldn’t be more excited to welcome both Nancy and Jamie to the Stran team,” said Chief Operating Officer Sheila Johnshoy. “Their combined experience and leadership will be invaluable to the entire organization.”

In her role, Shaffer will lead Stran’s dedicated support team. Her focus will include reorganizing client services and sales support operations – work that will, among other things, help to fuel greater operational efficiencies across different geographic regions.

Hoelscher will be tasked with delivering what Stran described as operational leadership with the firm’s supplier partners to ensure the Top 40 company “can deliver to its clients a robust and competitive product offering.” In addition to building a preferred supplier program, Hoelscher will lead merchandising efforts across the organization.

Shaffer’s work experience includes about 10 years at Polyconcept North America (PCNA, asi/78897), the fourth-largest supplier in promo. There, her roles included digital sales manager, strategic merchandising team manager, and national account coordinator. Shaffer has “managed teams of coordinators and specialists to help drive sales through supporting distributor partners in ways that were specific to their individual go-to-market strategies,” Stran shared.

Hoelscher most recently worked at Chicago-based distributor iPromo (asi/229471) as senior director of merchandising. Prior to that, she spent nearly seven years at Top 40 distributor ePromos Promotional Products (asi/188515), rising from merchandising manager to director of merchandising. Before entering the promo business, Hoelscher was in retail merchandising, serving as a buyer for ShopHQ.

With reported North American promotional product revenue of $46.9 million, Stran and Company ranked 32^nd on Counselor’s most recent list of the largest distributors in the industry.