AIA Unveils Reimagined Owner Experience, Welcomes Three New Hires

Appleton, WI (Nov. 23, 2020) – AIA Corporation (AIA) introduced this month a new strategic plan—AIA Reimagine—that will drive impactful shifts in strategy to focus on AIA Owners and their success in 2021 and beyond. To support the reimagined Owner experience, AIA announced three new roles, including Vice President of Owner Experience, Director of Owner Success, and Director of Business Development, along with three new hires and two promotions.

“This plan draws on AIA’s more than 30 years of experience and positions AIA and our Owners for growth and profitability, even in these uncertain times,” said AIA CEO, Nancy Schmidt. “We’ll do this by delivering an Owner experience that is unlike any other in the industry. One that promises a strong, collaborative Owner Community; personalized attention to fit Owners’ specific needs; and the education, marketing and technology resources needed to effectively sell to end customers and run a business.”

SVP of Owner Success Joél Bastien will lead this new initiative, overseeing Owner Experience, Business Development, Owner Success, and Onboarding and Training. She’ll work in partnership with the newly created roles to ensure continuity across all Owner-facing functions.

Serving in these new roles are:

Julie Callahan, MAS, Vice President of Owner Experience
Callahan joins AIA with seven years of industry experience in sales and leadership on both the supplier and distributor side, including roles at alphabroder/PrimeLine and OmniSource Marketing. In her new role, she will provide strategic direction, leadership and management to the Owner Experience and Business Development teams to ensure AIA Owners are supported in achieving their business, sales, marketing and rebate goals. Callahan is actively involved in the industry and has served as a Tri-State Promotional Professionals Association (TSPPA) board member for the past six years. Callahan will report to Bastien.

David Dick, Director of Business Development
Dick is a proven sales leader with industry experience on both the supplier and distributor side, previously supporting sales at top-40 distributor BDA and top-40 supplier Gold Bond. In his new role he will prospect, recruit and sign qualified promotional product distributors as new AIA Owners and report to Bastien.

Jamie Tumas, Business Development Manager
Tumas will join AIA’s growing team of Business Development Managers. He previously spent over 10 years at ASI, most recently serving as the Director of Distributor Sales. His extensive experience in solution-based sales, e-commerce, customer service and sales management will be a natural fit for positioning AIA’s solutions.      

According to Bastien, the hiring of Dick and Tumas comes as AIA is experiencing increased distributor interest.

Andres Blanco and Dana Henton, Directors of Owner Success
Blanco and Henton joined AIA in 2019 and previously served as Owner Success Managers. Both have a wealth of industry and AIA Owner experience. In their new elevated roles, they will serve as trusted business advisors to AIA Owners, ensuring sales growth and profitability. They will report to Bastien.

“With this new structure, AIA Owners will benefit from one team, one direction and one point of contact quarterbacking their needs,” said Bastien. “This is a pivotal time for many independent distributors. Joining AIA means having the support of a Community of like-minded peers, solid financial funding and industry experienced professionals who have walked a mile in their shoes, giving distributors confidence to engage the changing market in new ways.”

About AIA
AIA partners with distributors in the promotional products industry and provides them with the professional services they need to run an efficient and profitable business. With AIA, distributors maintain their independence, gain the support of like-minded entrepreneurs and are empowered to Be Boldly You. AIA distributors have access to advanced technology to streamline sales and operations; back office support and order financing; supplier relations; sales coaching and planning; and marketing programs. These business services enable distributors to work smarter, freeing up time and resources to focus on professional and personal goals. For more information, visit or call 800-460-7836.

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