Thirteen months after joining PromoShop as director of enterprise partnerships, Lisa Folts has been promoted to vice president of sales at the Counselor Top 40 distributor (asi/300446).

Folts arrived in November 2024. Her mandate now covers sales enablement, account growth strategies, sales messaging and playbooks, plus scalable training and coaching programs for the company's global sales teams. She will also be responsible for strengthening account expansion, outbound effectiveness and the company's broader enablement infrastructure.

The promotion is an internal bet on a leader with a short but specific track record at the distributor. Before PromoShop, Folts held sales roles at PCNA (asi/66887), a Counselor Top 40 supplier, and ePromos (asi/188515), a fellow Top 40 distributor. She also serves as executive director of marketing for the Specialty Advertising Association of Greater New York.

Memo Kahan, CEO of PromoShop and No. 21 on Counselor's Power 50 list of the industry's most influential people, framed the promotion as a continuation of results already delivered. "Lisa has consistently shown an incredible ability to elevate our sales organization with strategic clarity, operational rigor and a deep commitment to our people," Kahan said. "Her leadership has already helped unlock new growth opportunities and sharpen our go-to-market execution. We're thrilled to see her step into this role and lead us into an exciting next phase."

The CEO's statement is a vendor-side claim, not a measured result — the announcement includes no win-rate, cycle-time or revenue attribution data for the sales organization Folts has led since late 2024. What is measurable: the company she now helps run. PromoShop posted $67.1 million in 2024 North American promotional products revenue, ranking 32nd on Counselor's most recent list of the industry's largest distributors.

The Los Angeles-based distributor has also been buying growth. Earlier this year it acquired Ideas Unlimited, a Memphis-based distributorship, extending its footprint beyond the West Coast.

For sales leaders watching the promo industry, the move signals where mid-market distributors are placing their organizational bets: enablement, playbooks and repeatable coaching for distributed teams rather than headcount alone. Folts's remit — outbound effectiveness, account expansion frameworks, scalable training — mirrors the standard playbook of larger, tech-enabled distribution operations.

Whether that structure produces measurable lift will show up in future Counselor revenue rankings, where PromoShop's $67.1 million baseline and its post-acquisition scale set the benchmark.