HALO Branded Solutions (asi/356000) is entering a new phase of growth.

The promo industry’s second-largest distributor has announced plans to drive greater alignment across platform, product and commercial execution, and that starts with its leadership team. HALO is adding three execs to support various initiatives: Ameed Mallick as executive vice president, seller platform; Michael Snyder as vice president of uniforms; and Erin DeCesare as chief product and technology officer. Mallick and Snyder joined the company in late March, while DeCesare was appointed at the beginning of the year.

From left, Ameed Mallick, Michael Snyder and Erin DeCesare, HALO Branded Solutions (asi/356000)

Mallick comes to HALO with several years of experience building and scaling marketplace platforms, including leadership roles at Instacart and Angi, where he worked across complex ecosystems connecting customers, sellers and partners through technology and data.

In his new role, he will oversee HALO’s seller platform.

“The seller platform is foundational to providing accessible, scalable and adaptable solutions for our customers,” said Jim Hilt, CEO of HALO and a member of Counselor’s Power 50 list of most influential people in promo. “Ameed brings the experience to turn that vision into reality.”

Also joining the company is Michael Snyder, who has more than three decades of leadership experience in apparel and uniforms. In his new role as vice president of uniforms at HALO, Snyder will lead the next phase of growth for its uniforms category. He will be responsible for deepening enterprise relationships, driving recurring revenue and expanding brand presence across locations and geographies.

“Uniforms are a foundational way our clients express their brands in the real world,” said Hilt. “Michael’s experience will equip our team to turn this offering into a true growth engine.”

DeCesare, meanwhile, joined HALO as chief product and technology officer in January and brings extensive experience leading product and technology organizations through periods of scale and transformation. She comes from corporate catering marketplace ezCater, where she served as chief technology officer for nearly six years. She also served in various leadership roles at Vistaprint, a subsidiary of Counselor Top 40 distributor Cimpress (asi/162149).

In her role at HALO, DeCesare leads the company’s product and technology strategy. That includes platform modernization and the development of tools that support sellers, clients and partners.

DeCesare’s ability to “connect strategy to execution will help us accelerate our transformation and build capabilities that scale,” Hilt said.

Based on 2024 North American promotional products revenue of $964.7 million, HALO Branded Solutions ranks second on Counselor’s most recent list of the largest distributors in the industry.