Top 40 promotional products distributor Proforma (asi/300094) has hired Michelle Dalton as its senior operations consultant.

In the new position, Dalton will direct the operational side of the Ohio-headquartered firm’s support team. Under Dalton, the team will work with Proforma’s network of owner-affiliates to analyze and fine-tune their business processes, organizational structure and operational efficiencies.

Michelle Dalton, Proforma

“We’re thrilled about the extraordinary leadership experience and operational expertise that Michelle has brought to Proforma,” said CEO Vera Muzzillo. “Our coaching and support teams are a key part of the differentiators at Proforma. … We’re confident that Michelle’s extensive background in our industry will prove to be an invaluable resource to our owners.”

Dalton has 11 years of experience in the promo products space, having worked on both the distributor and supplier side of the business. She previously spent the majority of her time in promo with Top 40 distributor AIA Corporation (asi/109480), where she was vice president of customer experience and, prior to that, director of account services.

“What really drew me to Proforma was their mantra: ‘We help people achieve their dreams,’ ” said Dalton, who earned an MBA from the University of Wisconsin Oshkosh. “In whatever role I play, I want to make a difference. I felt like in this role I could do that; I could have a part in helping a Proforma owner achieve their dream. I look forward to supporting this vision and our owners.”

With reported 2018 North American promotional product revenue of $378.8 million, Proforma ranks sixth on Counselor’s latest list of the largest distributors in the industry. The firm recently announced that one of its affiliates landed the largest-ever Proforma contract – a $24 million deal engineered by Mike Lazzari of North Carolina-based BrandCentric Solutions.