Greg Armstrong is rising into the C-suite.

The promotional products industry veteran has earned promotion to the role of chief sales officer at Proforma (asi/300094), the fourth-largest distributor by revenue in the North American branded merchandise industry.

“I'm so proud to be a part of this incredible organization and am inspired by what lies ahead for Proforma,” Armstrong wrote in a LinkedIn post sharing news of his promotion.

Greg Armstrong, Proforma

Armstrong was previously vice president of sales for Proforma – a position he began in February 2021. That marked the start of Armstrong’s second run with the Top 40 firm. He was previously vice president of sales development at Proforma for a nearly two-year stint that spanned parts of the years of 2016 through 2018.

As chief sales officer, Armstrong’s duties will include recruiting distributors to join Proforma’s network of affiliates.

Armstrong’s resume is filled with other high-profile roles at Top 40 firms, both on the distributor and supplier sides of the promo products industry. This includes time as vice president of sales at Top 40 supplier Evans Manufacturing (asi/52840), vice president of sales (western region) for Top 40 supplier Logomark (asi/67866), and vice president of sales and marketing for Top 40 distributor AIA Corporation (asi/109480). He also owned and operated a sales consultancy for about three years.

Earlier in his career, Armstrong was a district manager of Top 40 supplier Gemline (asi/56070). He kicked off his time in promo in 1999 as director of vendor relations for distributorship Alcone Marketing Group (asi/116315).

Proforma reported 2021 North American promo products revenue of $540.8 million, keeping the firm among the industry’s top five biggest distributors based on sales.