AIA Corporation Announces New Director of Marketing

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AIA continues to build its marketing department, bringing innovative solutions to its Owner Community

AIA Corporation (AIA), a leader in providing financial, technical, sales, marketing and purchasing solutions to entrepreneurs in the promotional products distribution business, today announced the appointment of Billie Jo Mathusek as the company’s new Director of Marketing.

In this role, Mathusek will lead all aspects of AIA’s marketing efforts, including strategic leadership, content strategy and execution, public relations, email marketing strategy and trade show and event management.

Mathusek will continue to develop the company’s marketing department to ensure that top talent is hired to support AIA’s growth and help the Owner Community build their businesses with confidence. AIA also welcomes Sarah Refait, Marketing Manager for AIA’s new business development team, and Jared Birkholz, Digital Marketing Specialist, who will join Mathusek’s team.

“We took a thoughtful look at how to effectively build our internal marketing team to enhance our capabilities and provide Owners with meaningful and engaging marketing tools they can use to build awareness, increase engagement and grow sales,” said Kimberly Fulford, SVP of Owner Success. “Billie Jo is undoubtedly the perfect person to fill this role. Her understanding of entrepreneurship, extensive expertise in retail marketing, ability to build dynamic cross-functional teams, and forward-thinking leadership style makes her extremely well suited to take our marketing capabilities to the next level.”

Mathusek has spent over two decades in the marketing industry, with a special emphasis on retail marketing and consumer insights. Most recently, Mathusek served as the Senior Marketing Manager at Pacon Corporation where she led the development and execution of a refined long-term marketing and growth strategy and was a key driver in the foundational build out of their online presence driving significant sales growth.

Mathusek also owned a consulting firm where she helped various businesses––including multi-million-dollar business, as well as small businesses––to use customer insights as a tool for campaign management, corporate rebranding and growth initiatives. Mathusek spent the majority of her career at J.J. Keller, a world-class publishing and printing organization, where she worked her way up to managing a $75 million business unit start-up team of 26 who focused on customer acquisition, customer relationship management. and increasing customer spend through multi-channel marketing techniques.

“I have always been surrounded by a family of entrepreneurs and as a significant part of my career, chose that path for myself,” said Mathusek. “I know the grit and determination it takes to succeed as a business owner, the obstacles that can stand in the way and how to create opportunities for success. I look forward to working closely with our Owner Community to understand their unique marketing needs and implement innovative solutions that drive growth.”

In addition to Mathusek, the following appointments have been made:

Sarah Refait recently joined AIA as the new Marketing Manager for AIA’s new business development team, reporting directly to Mathusek. In this role, Refait will be responsible for creating and managing large marketing campaigns for lead generation, as well as utilizing project and traffic management skills to meet AIA’s business development initiatives. Most recently, Refait spent time at Miele as an Assistant Product Manager responsible for creating marketing plans and product roadmaps for the company’s various product lines. Prior to that, Refait spent several years at Advertising Specialty Institute (ASI), and worked her way up from Marketing Coordinator to Assistant Manager of email services, helping to manage and implement large scale email campaigns, as well as coordinate and deploy all corporate and editorial newsletters.

Jared Birkholz recently joined AIA as the new Digital Marketing Specialist. In his role, Birkholz will leverage inbound marketing efforts such as SEO/SEM, social media and content to help Owners and AIA target their marketing initiatives to specific audiences. Additionally, Jared will work with AIA Owners to utilize various marketing platforms––advising them on best practices for reviewing and monitoring marketing reports to ensure campaigns are focused and successful. Birkholz most recently worked at Chicago Tribune Media Group as a CRM Manager and before that spent several years at Gannett as a Salesforce manager.

About AIA Corporation
AIA propels idea people by providing industry leading financial, technical, sales, marketing, and purchasing solutions to entrepreneurs in the promotional products distribution business. We free up entrepreneurs to focus on business and engage the market with the confidence of a well-funded operational engine behind them. We enable entrepreneurs to grow their business with the advanced technology and digital fluency to reach customers where they are today. And we connect entrepreneurs in a vibrant, engaged community of peers.

For more information about AIA visit or call 800-460-7836.

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Jennifer Lefkowitz
Approach Marketing
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