As the chief information officer of Hit Promotional Products (asi/61125), Eric Shonebarger is a busy, busy man. He oversees all IT operations at the Top 40 supplier, which has more than doubled revenue in the past five years. The exponential growth stems from a combination of improving operational efficiency and expanding into new avenues – an initiative with the 13-year veteran at the helm.

“We’re currently spending a lot of time integrating our systems with our customers and suppliers to streamline the business process, reduce friction and lower costs,” Shonebarger says. “We’re also focusing on creating better insights from our data and alerting our business units to exceptions and insights into the business processes faster than we ever have before.”

As Hit has moved into additional product categories like apparel, Shonebarger and his team have been developing software to support those new product offerings by increasing efficient inventory purchasing and allowing orders to be produced in three different locations. In addition, the company is retrofitting existing technology to apply to mobile applications to better accommodate digitally savvy distributors.

As Shonebarger juggles all these tasks while maintaining a level head and keeping a keen eye on the efforts of fellow suppliers, it’s easy to see why he’s been named Counselor’s Technology Executive of the Year. The new award is presented to an industry leader who has introduced significant technological advances that are shaping the industry now and will continue to into the future. With his contributions to Promostandards, a collaboration of suppliers, distributors and service providers committed to using technology to reduce inefficiency, Shonebarger has helped create more business opportunities throughout the industry.

Shonebarger has specifically worked to improve online inventory specification, product data standardization, electronic purchase order capability and order status accessibility via web services. He’s also dedicated his time and resources to put the greater needs of the industry before any particular organization’s needs by ensuring standards that are as compatible as possible for other companies.

“I have been honored to work with some of the brightest minds in the industry,” Shonebarger says. “At first, we started off as competitors, but over the years many of us have developed friendships. It’s honestly been one of the most professionally rewarding experiences of my life.”

Shonebarger believes that information technology alone doesn’t make a company successful, as it’s a team effort involving everyone from sales to the production floor. He credits Hit’s longtime owner Bill Schmidt Sr. for fostering that mentality, which has been passed on to his wife, Liz, and son, CJ.

“Their willingness to reinvest into the business is incredible, and I can never remember a time when I needed a new software package, hardware or employee, and they have said no,” Shonebarger says. “From a tech executive’s standpoint, it’s hard to understate the importance of getting what you need when you need it and having an amazing team.”