Toby Whitmoyer’s career has taken him everywhere from New York, London and Miami to Chile, Mexico and the Pacific Northwest to lead business-building efforts for household- name drink brands like Bacardi, Ketel One Vodka, Jose Cuervo and Don Julio.

Now, the experienced executive is coming to Top 40 supplier S&S Activewear (asi/84358), stepping into the newly created role of chief commercial officer.

As CCO, Whitmoyer will oversee the multibillion-dollar apparel company’s sales and marketing teams and collaborate with product and operations units.

S&S said integrating sales and marketing efforts will help the company best serve customers. Whitmoyer reports to S&S CEO Frank Myers, a member of Counselor’s Power 50 list of promo’s most influential people.

“Creating the CCO role is a pivotal step in continuing to drive market leadership,” said Myers. “We are confident that Toby’s leadership and experience will significantly enhance our commercial strategy and help us achieve our growth ambitions moving forward.”

Whitmoyer was most recently with Ste. Michelle Wine Estates, where his roles included chief growth officer, as well as president of the Washington business unit, for the brand considered Washington state’s oldest winery. Other past positions include global marketing/innovation officer at Bacardi, brand director for Ketel One, and general manager at Don Julio. He also founded, built and sold a premium loose-leaf tea brand.

“I am incredibly excited to join S&S Activewear as the new chief commercial officer,” said Whitmoyer. “I look forward to leveraging my experience to unify our sales and marketing efforts, delivering exceptional value and service to our customers.”

S&S Activewear has been adding to its leadership team of late. Other appointments include naming Josh Clark, a former Target operations director, as chief operations officer.

Based on estimated 2022 North American promotional products revenue of $2.1 billion, S&S Activewear ranked second on Counselor’s most recent list of the largest suppliers in the industry. The new rankings are due out this summer.