AIA Welcomes Joél Bastien as New SVP of Owner Success

Bastien Brings Over 20 Years of Distributor and Supplier Experience to the Role 

Appleton, Wis. (Sept. 10, 2020) – AIA Corporation (AIA) announced today that industry veteran, Joél Bastien, MAS, has joined the company as Senior Vice President of Owner Success. In this role, Bastien will provide strategic direction and leadership to the AIA Community to ensure exemplary customer experiences among AIA Owners. 

As the leader of AIA’s Owner Success team, she is responsible for providing the company’s nearly 300 distributors with the resources needed to achieve their business, sales, marketing and rebate goals. Each distributor has a dedicated Success Manager who provides sales and business coaching, utilizing business intelligence data to identify smart revenue and gross margin goals.

Additionally, Bastien will oversee AIA events such as the national sales meeting, regional meetings and training programs––working closely with the event team to provide ongoing opportunities for Owners and their employees to learn and network with industry peers. Bastien will also be the liaison for the company’s Owner Advisory Council to ensure synergistic relationships between AIA and its Owner Community. 

“We are thrilled to welcome Joél to the AIA Community,” said Nancy Schmidt, CEO of AIA. “She’s a proven industry leader with a passion for business strategy and helping people achieve their personal and professional goals. I have no doubt Joél will build on the great work of our Owner Success team and provide fresh, innovative thinking around how to approach and succeed in today’s fast-changing marketplace.”

Bastien has 23 years of experience in the promotional products industry, holding a variety of administrative, sales and marketing positions. As a sales leader, Bastien continually helped her teams grow revenue by developing, supporting and coaching her team. She began her career as a distributor with Arrow Uniform, where she advanced to vice president of direct sales and marketing during her 16 years with the company. Bastien spent the last seven years with alphabroder, most recently serving as vice president of sales. She was also honored by PPAI as an Industry Best Boss in 2019. 

Owner success was previously led by Clay Hall, who also led business development. Now, as Vice President of Business Development, Hall will focus exclusively on growing AIA’s Owner Community, working closely with Bastien to ensure both teams provide an exceptional Owner experience from introduction to onboarding and beyond. Since May, Hall and his team have welcomed seven new Owners to AIA. 

“I’ve had the pleasure of working directly with AIA over the past seven years as a supplier partner and I was excited about the opportunity to join this team because I admire the people, culture, values and strong reputation,” said Bastien. “AIA is all in when it comes to positively supporting Owner success and I look forward to developing connections built on trust, sharing ideas and ultimately building on the strong foundation already established.”  


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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