Key Takeaways
• Sheila Johnshoy will join The Specialty Company (asi/341203) as chief revenue officer on Oct. 26.
• Johnshoy brings more than 20 years of promo experience, including executive roles at Counselor Top 40 distributors ePromos (asi/188515) and Stran (asi/337725).
A promo industry veteran is joining The Specialty Company’s (asi/341203) executive team later this month.
The Ridgeland, MS-based distributor has announced that Sheila Johnshoy will start as its chief revenue officer on Oct. 26. Johnshoy brings more than 20 years of industry experience, including roles as CRO at Counselor Top 40 distributor ePromos (asi/188515) and chief operating officer at Counselor Top 40 distributor Stran (asi/337725), where she helped lead the acquisition and integration of four companies. She has also held leadership roles at Harland Clarke and Deluxe Corp. Most recently, Johnshoy worked with industry suppliers and distributors through her own consulting practice and as a coach at Exec to Coach, a business coaching firm for small- and medium-size businesses.
“Sheila brings experience that is very relevant to where we are as a company and where we want to go,” said Sam Riden, CEO of TSC. “But what stood out just as much was how people talked about working with her. We heard consistently about the relationships she builds, the way she develops her teams and her ability to follow through. That matters to us. We’re excited about the leader and person joining our team.”
In her new role, Johnshoy will lead TSC’s overall revenue strategy, sales leadership and development and new business efforts.
“What drew me to TSC was the people and the momentum Sam and the leadership team have built,” said Johnshoy. “This role brings together the work I’ve enjoyed most in my career: helping businesses scale. TSC is uniquely positioned to accelerate that growth, both organically and through acquisition. I’m excited to get to know our teams and our clients and get to work.”
The appointment of Johnshoy to CRO follows the firm’s recent acquisitions of Solon, OH-based Kreative Marketing Kompany in August and Waukesha, WI-based 3tree Marketing Co (asi/344537) earlier this month. The firm has been on a significant buying spree over the last six years, having acquired Promotional Alliance and Perfect Promotions & more (asi/293554) two years ago. Other acquisitions include St. Louis, MO-based MPGTandem in December 2022; Sinking Spring, PA-based Lasting Image Promotional Products in April 2021; and Katy, TX-based Ice Blue Advertising in December 2020.
As TSC brings together additional teams and capabilities, Johnshoy will help connect those strengths across the company, support sales development and create new opportunities to serve clients, the distributor said. Johnshoy will also work with other leaders at TSC to establish clear priorities and a consistent approach to revenue growth.
TSC has offices in Mississippi, Texas, Minnesota, Wisconsin and Ohio, with remote team members across the U.S., the Philippines and Azerbaijan. Johnshoy is based in the Minneapolis area and will spend time across TSC’s locations as she gets to know its teams and operations.
