Counselor Top 40 distributor Custom Ink (asi/173232) has appointed a new chief revenue officer to drive sales strategy and execution.

The Tysons, VA-headquartered company announced March 6 that it has named Ryan Massimo to the key C-Suite role, in which he’ll be working to drive revenue growth. The effort will include developing and implementing what Custom Ink described as data-driven sales strategies for customer acquisition and retention, as well as working closely with the firm’s product team.

Ryan Massimo, Custom Ink (asi/173232)

Reporting to CEO David Doctorow, Massimo is part of Custom Ink’s senior leadership team.

“Ryan’s passion for customers, his experience leading and developing sales teams, his strategic thinking and his collaborative approach are exactly what we need to empower our revenue team and drive our ambitious goals,” Doctorow said.

Massimo has print and promo industry experience, having previously been senior director of sales and marketing and, later, head of the transformation office at Vistaprint – the flagship brand of Counselor Top 40 distributor Cimpress (asi/162149). “He played a key role in the company’s global transformation,” Custom Ink said of Massimo’s time at Vistaprint.

“Ryan’s passion for customers, his experience leading and developing sales teams, his strategic thinking and his collaborative approach are exactly what we need.” David Doctorow, Custom Ink (asi/173232)

Doctorow said Massimo drove “spectacular scaling” while he was vice president of enterprise demand sales at ezCater, a company that connects businesses with restaurants and caterers through an online marketplace. “He built and scaled the corporate B2B sales motion from $10 million/year to more than $400 million/year, helping to establish the company as a leader in workplace food solutions,” Custom Ink said.

Massimo spent about 14 years at tech giant Dell, ending his time there as senior director of consumer and small business strategy. “At Dell, Ryan built several successful business initiatives, including launching the company’s first loyalty program,” Custom Ink said.

Custom Ink has been beefing up its C-Suite of late. Doctorow became CEO in July 2024. The firm announced Ben Litvinas as chief data and analytics officer in January. Also in January, Custom Ink hired Arthur Chapin as chief product, design and technology officer, and promoted Bailey Rockwell Adrian to vice president of power buyers.

Based on estimated 2023 North American promotional product revenue of $650 million, Custom Ink ranked fourth on Counselor’s most recent list of the largest distributors in the industry.