IDLine (asi/59080) is expanding its go-to-market team. The Brooklyn Park, MN-based supplier of badges and badge accessories has announced that Misty Friedrichs joins the company as vice president of sales and marketing. In her new role at the third-generation family-owned firm, Friedrichs will oversee customer service, account management, marketing and business development functions.

Misty Friedrichs, IDLine (asi/59080)

“I’m honored to step into this role at such a pivotal time for IDLine and to be able to contribute to its next chapter of success,” Friedrichs said. “Together, we will strengthen our market presence, enhance our customer experience and continue to lead with creativity and commitment.”

Friedrichs has spent several decades working in the promotional products industry, but the move marks a significant shift after spending the last 20 years in various sales leadership roles at Counselor Top 40 supplier 3M/Promotional Markets (asi/91240).

“Misty’s leadership style and deep industry insight make her an incredible addition to our team,” said Patrick Napurski, president of IDLine. “Her focus on collaboration, strategy and execution will help elevate how we engage with our customers and drive growth across all areas of the business.”

IDLine was founded in 1971 by Napurski’s grandmother, Chris Johnson. Napurski assumed the role of president and owner in 2022, marking the third generation of family leadership. The firm acquired promo brand ActNow Media in 2017.