Arch Promo Group (asi/36663) is building up its leadership team after some key personnel changes.

The St. Louis-based supplier has named Wendy Flaherty to the role of digital strategy director, the firm announced. Flaherty brings more than 15 years of promotional products marketing experience, having served in marketing and leadership roles at BIC Graphic USA, now part of Counselor Top 40 supplier Koozie Group (asi/40480), DFS (asi/47991) and California Tattoos & Promotional Products (asi/43530).

Wendy Flaherty, Arch Promo Group (asi/36663)

In her new role, Flaherty will lead efforts to align Arch’s brands and elevate its digital presence, showcasing its USA-made products, commitment to quality and in-house support model, the firm said. Arch has acquired several promo brands over the last few years, including Gemini Industries (asi/56100), ProRose (asi/79933), Drum-Line (asi/50873), StrombergBrand Umbrellas (asi/89955), HOWW Manufacturing (asi/61952).

Flaherty will be responsible for developing a cohesive digital strategy for all these brands, helping distributors discover, source and grow, according to Arch.

“I’m excited to join Arch at such a pivotal time and be part of its continued growth,” said Flaherty. “By connecting our brands and simplifying the digital experience, we have a real opportunity to remove friction for distributors and create more value across the business.”

The news comes nearly one month after Steve Ehlert stepped down from his role as national general manager at the firm, with Jason Saghir, chief operating officer of Arch Promo Group’s parent company Confluent Holdings, succeeding him in the company’s top role. Scott Anderson, vice president of sales and marketing at Arch Promo, also assumed additional responsibilities for all sales and industry functions last month.

“Wendy’s industry and digital marketing experience is well-known, and we’re excited to have her help accelerate our growth and bring our brands together,” said Anderson.