One of the biggest suppliers in the promotional products industry has a new chief financial officer.

Top 40 supplier SnugZ USA (asi/88060) has named Shelly Allred to the key C-suite position.

She’s new to promo, but not to financial leadership. Allred was most recently vice president of financial systems at Larry H. Miller Dealerships, which is part of Asbury Automotive Group, a company that operates auto dealerships around the U.S. Allred also served as a corporate controller during her nine-plus years within the organization.

Shelly Allred, SnugZ USA

Prior to her time in the auto industry, Allred was a senior accountant at Boart Longyear, a mineral exploration company. She’s held other accounting roles in industries that include healthcare.

“I am really excited to be joining the team here at SnugZ,” said Allred, who has an MBA in accounting and business management from the University of Utah’s David Eccles School of Business. “I can already tell how amazing the people and teams are and am thrilled to learn all about this new industry. I feel like the culture and values are a great fit and I can’t wait to dive into the numbers.”

SnugZ CEO/President Brandon Mackay, a member of Counselor’s Power 50 list of promo’s most influential people, said that Allred is the right financial leader to help SnugZ as it looks to power growth in 2023 and beyond.

“She brings a wealth of knowledge and we’re excited to have her talents,” Mackay said.

SnugZ’s previous CFO of seven years, RaNell Lefler, remains with the company in the new role of CPO (chief processing officer). She will lead and oversee order support, order entry, art proofing and production planning/coordination.

Based on reported 2021 North American promo product revenue of $105 million, SnugZ USA ranked 13^th on Counselor’s most recent list of the largest suppliers in the industry. The firm acquired former Top 40 supplier Sweda in 2022, and has said that integration issues tied to the acquisition have been ironed out.