Promo industry veteran Noah Lapine is rising to the role of CEO of the Americas for adm Group, a London, U.K.-headquartered global marketing execution partner that’s backed by private equity firm Equistone Partners Europe.

The move comes as part of a broader management reorganization that sees former CEO of the Americas Ed Colflesh promoted to adm Group CEO. Justin Barton, who’d been adm Group CEO since 2014, is now executive chairman.

Noah Lapine, adm Group

Noah Lapine became part of adm Group when the Britain-based company last year acquired Lapine (asi/249352), his family-owned Stamford, CT-based promotional products distributorship that’s been in business for about 60 years.

Lapine officially joined the family business professionally in 1996 and was CEO of the firm at the time of the acquisition. He’s also on the board of industry trade association Promotional Products Association International (PPAI) and the founder of Effectus Partners, a business process and strategy consulting company that adm Group also bought when it acquired distributorship Lapine.

The Americas region that Lapine will lead is the largest part of adm Group’s business.

“I am delighted that Noah Lapine will become CEO, Americas,” Barton said. “Noah is an impressive leader, and I have every confidence that he will be a great successor to Ed in this critical region.”

With 46 offices across 33 countries, adm Group specializes in being process experts that aim to consult, reengineer and execute global supply chain solutions that focus on delivering efficiencies in a sustainable way. Solutions the company offers include promotional and point-of-sale activations, campaign development, product and packaging design, global sourcing and logistics.

As Group CEO, Barton spearheaded adm Group’s expansion in recent years and helped, in the firm’s words, reshape the company’s investor base with Equistone Partners Europe becoming a major stakeholder. As chairman, London-based Barton’s focus will be growth strategy.

New York-based Colflesh will lead adm Group globally and continue to focus on “executing our growth strategy, delivering our sustainability and technology strategies and optimizing our global operations,” according to the company.