Counselor Top 40 distributor Proforma (asi/300094) is expanding its executive leadership team.

The industry’s fourth-largest distributor has appointed Greg Armstrong to chief sales officer and Jeff Myers to chief financial officer. In addition, Brian Roney was appointed to chief revenue officer and Michael Roney was promoted to chief strategy officer.

All four executives made significant contributions to help Proforma ink a deal to purchase Counselor Top 40 distributor Safeguard (asi/316203) from its parent company Deluxe Corp. The acquisition, which was announced just last week, will allow Proforma to grow its annual revenue by nearly $180 million, the distributor said.

Proforma said the recent executive appointments will help drive operational alignment, unlock revenue opportunities and ensure the seamless integration of Safeguard products and teams in the coming months.

All four executives helped bring the acquisition of Safeguard (asi/316203) over the finish line, according to Proforma (asi/300094).

Armstrong returns to Proforma’s support center team after serving as president of Proforma GPS (Global Promotional Sourcing), a Proforma affiliate and one of the distributor’s largest in its network.

“Having worked closely with Proforma from the standpoint of a distributorship, I’ve seen firsthand the strength of this network and culture,” Armstrong said. “The acquisition of Safeguard creates meaningful opportunities for our sales teams and Distributor Owners. As chief sales officer, my priority is ensuring a smooth integration while equipping our Distributor Owners with the tools, support and alignment they need to win in the marketplace and serve their customers at the highest level.”

Myers has spent nearly five years as Proforma’s vice president of finance and was intimately involved in providing financial oversight and strategic analysis throughout the Safeguard acquisition process. In his new role as CFO, Myers will expand his focus on financial integration, operational efficiencies and scalable growth.

“Throughout the acquisition agreement process, we’ve followed the established principles that have helped guide Proforma to the industry leader it is today,” Myers said. “We prioritize disciplined analysis, operational efficiency and long-term value creation.”

Brian Roney was appointed to the role of chief revenue officer at Proforma after serving as the company’s SVP of product development. “As chief revenue officer, my focus is on unlocking growth opportunities across the combined organization – ensuring Distributor Owners and their customers benefit immediately from expanded capabilities, stronger technology and a unified revenue strategy,” Roney said. “This next chapter is about accelerating momentum and delivering measurable impact.”

Michael Roney recently returned to Proforma as senior vice president after leaving the company in 2023 to build the mobile app Scout. Proforma credited him with spearheading the Safeguard acquisition agreement and said that his promotion to chief strategy officer occurred in Q4 last year. “We aim to keep Proforma’s mission and values at the forefront of everything we do,” said Roney. “As chief strategy officer, I’m focused on ensuring we execute with clarity and precision – bringing together our teams, resources and vision in a way that strengthens our competitive position and drives sustainable growth.”

Proforma ranks fourth on Counselor’s most recent list of Top 40 distributors in the industry, with 2024 North American promotional products revenue of $662 million. Deluxe/Safeguard ranks 19th on that list, with 2024 North American promo revenue of $131.9 million.