Counselor Top 40 supplier Vantage Apparel (asi/93390) says it’s on a mission to bring its customer service to the next level.

The New Jersey-headquartered company has hired Shira Hudson to spearhead the effort.

Shira Hudson, Vantage Apparel (asi/93390)

Vantage announced Sept. 26 that Hudson is its new director of customer experience. In the role, she’ll lead a team of service pros, including customer service reps and pre-production art designers. Executives said Hudson’s focus will include introducing automation strategies to quicken responses and creating a fun, collaborative and “performance-driven” culture.

“I can’t wait to roll up my sleeves, work alongside this incredible group of people and make sure every interaction with Vantage is smooth, efficient and memorable,” said Hudson.

Executives said Hudson has more than a decade of customer service leadership. As a manager at eyewear/cycling helmet brand Safilo, she oversaw a large contact center and training programs. At telecommunications company Altice USA, Hudson built a customer care team that thrived under her leadership, according to Vantage Apparel.

“We are thrilled to welcome Shira to Vantage,” said Fred Durand, chief operating officer at Vantage Apparel. “Her leadership and deep expertise in building customer-centric service teams will help us deliver the exceptional service our clients need, expect and require.”

Based on reported 2023 North American promotional product revenue of $53 million, Vantage Apparel ranked 38^th on Counselor’s most recent list of the largest suppliers in the industry.