Print & Promo Marketing’s ongoing feature series, Executive Perspectives, tells the personal entrepreneurial stories of leading professionals in the print and promotional products industry. This month, Erica Van Beck, president of Print & Promo Marketing top print distributor American Diversity (asi/120658), recounts how a family connection brought her to the industry, and how her own creativity and curiosity helped her grow into her role.
PPM: How did you get started in this industry?
Erica Van Beck: After visiting with my great-aunt, Sharon Beseke, who was president at American Diversity, to learn about the company and the industry, I asked if there were any opportunities available. I started part-time entering open orders and eventually moved into a full-time role in the customer service department in May of 2000. The variety, creativity and relationship-building involved in the business made every day different. Equally exciting was the opportunity to work for a women-owned business. Over the years, I had the opportunity to grow within the organization, take on additional responsibilities and in November 2017, I was honored to step into the role of president.
PPM: How do you set goals for yourself and for your business?
EVB: My goal has always been to be the best leader I can for our team. Diane Zavadil, the owner and CEO, has created a family-oriented work environment, and it’s important to me that we continue to support those values. I focus on helping our team members grow professionally, develop their strengths and feel supported in their roles. Goal-setting is very collaborative. Our management team works together to establish sales goals and strategic priorities for the year. We also work closely with our sales associates to help them grow their existing business while identifying new opportunities and leads.
PPM: How does the economy continue to affect the industry?
EVB: Like many industries, the print and promotional products industry is influenced by overall economic conditions – from paper pricing, plant closures to tariffs. Marketing budgets are often one of the first areas companies evaluate when managing costs, so we do see some shifts in spending when the economy tightens. We have adjusted by focusing on items for our customers that deliver the greatest impact and value for their brand. We’ve also seen continued growth in organizations prioritizing supplier diversity initiatives. As a certified women-owned business, American Diversity is proud to support companies looking to expand their diverse supplier partnerships. Even during economic uncertainty, many organizations remain committed to these initiatives.
PPM: What do you expect to be some of the biggest changes or challenges the industry will face?
EVB: One of the biggest ongoing challenges continues to be supply chain consistency and product availability. While things have improved compared to a few years ago, flexibility and strong supplier relationships remain critical. Another significant change is the growing demand for sustainability and responsible sourcing. Customers are increasingly asking where products come from, how they’re made and what environmental impact they have. Additionally, the rapid advancement of artificial intelligence is creating both opportunities and challenges. AI-driven tools are transforming everything from design and personalization to forecasting and customer service. While these technologies can greatly enhance efficiency, they also require companies to adapt quickly, upskill their teams and navigate concerns around data accuracy, security and responsible use.
PPM: What is the most exciting, cutting-edge thing your company is doing right now?
EVB: One of the most exciting things our company is doing right now is continuing to expand our e-commerce capabilities and online store programs for clients. These platforms allow organizations to manage branded merchandise, employee programs and promotional campaigns in a much more streamlined and efficient way.
PPM: What would people be surprised to learn about you?
EVB: People are often surprised to learn how I started my career with American Diversity. Having the opportunity to work in several different roles throughout the company gave me a strong understanding of the operational side of the business early on. That experience helped me develop a deep appreciation for every role within the organization and the importance of teamwork across departments.
