A veteran of the Canadian promo industry is about to begin a new role.

Counselor Top 40 supplier SRG (asi/84592; Canada, asi/84595) has promoted Jessica De Mello to the position of national business development representative. In her new role, she’ll be responsible for spearheading strategy to grow SRG’s presence in the North American market and building relationships with customers through successful promotional programs.

Jessica De Mello, SRG (asi/84592; Canada, asi/84595)

De Mello started her career in promo as SRG’s (formerly St Regis Group) business development manager for the greater Toronto area in 2005, a position she held for 12 years. She then spent seven years as business development manager for eastern and northern Ontario. Most recently, she was a key account manager for the supplier.

“I’m incredibly excited to take on this new challenge,” said De Mello. “I’m passionate about helping brands grow, and I look forward to collaborating with our clients and teams across the country to spark new ideas and drive success together.”

De Mello has extensive experience in operations, logistics and sales, and has become known for her ability to forge deep relationships with customers.

“Jessica exemplifies the values we hold at SRG: tenacity, integrity and customer-first thinking,” said CEO Mark Waisbrod. “Her journey and leadership are a source of inspiration, and we’re excited to see her bring that same energy to a national platform.”

With 2024 North American promotional product sales of $70.8 million, SRG ranked 25th on Counselor’s most recent list of the industry’s largest suppliers.