Since joining AIA Corporation (asi/109480) in 2018, Rochelle Blindauer has led the Top 40 promotional product distributor’s human resources and legal departments, focusing on everything from legal agreement standardization to talent recruitment and training/development.

Rochelle Blindauer

Blindauer’s work in those roles was so impressive that AIA decided to promote her from vice president of human resources and legal to senior vice president of owner and employee services, the Wisconsin-headquartered company announced Tuesday.

“Rochelle’s promotion is much deserved and a testament to her commitment to build an organization that lives by its core values, nurtures talent development and provides business owners with a true sense of community and camaraderie,” said AIA CEO Matt Gresge. “In the past year alone, Rochelle has made her mark — leading the relocation of AIA’s corporate headquarters to Appleton, WI and supporting the recruitment of over 20 new team members.”

In her new role, Blindauer will lead the service delivery, training, human resources and continuous improvement departments. Specifically, Blindauer will be responsible for building, delivering, optimizing and continuously improving order processing, order management, employee and owner training, human resources administration, employment compliance, and employee engagement. As a member of the AIA leadership team, she will continue to report to Gresge.

Prior to AIA, Blindauer gained operational and human resources management experience working in various sectors, including retail, government and higher education. “I am thrilled to expand my role with AIA and to bring an even greater focus to elevating the AIA employee and owner experience,” she said.

With reported 2018 North American promotional product revenue of $189.8 million, AIA ranked 13th on Counselor’s latest list of the largest distributors in the industry.