Advantage Sales and Marketing Appoints Tanya Domier to Chief Executive Officer


IRVINE, Calif.- Advantage Sales and Marketing, LLC (ASM) announced Monday that Tanya Domier, its current President and Chief Operating Officer, will assume the role of Chief Executive Officer effective Jan. 1. Sonny King, current Chairman of the Board, CEO, and founder of the company will transition to the role of Executive Chairman. With annual revenue exceeding $1.4B and over 30,000 associates, ASM serves the CPG industry with outsourced sales, marketing, and retail merchandising services in the Grocery, Foodservice, Convenience, Drug, Dollar, Mass/Warehouse, and Natural/Specialty classes of trade.

“Over two years ago, I worked with our Board of Directors to identify my successor,” said King. “We looked both inside and outside the company to ensure we had the right leaders for the future and all agreed that the person to lead the company was Tanya Domier.”

After beginning her career with the J.M. Smucker Company, Domier joined ASM in 1990. She quickly rose through the company's ranks, holding a variety of executive-level positions in sales, marketing, and operations.

Early in her tenure at ASM, Domier realized that the company was uniquely positioned to address the shortcomings of traditional promotional agencies, which often delivered ideas that were not executable in a store environment or within brand budgets. In response, ASM launched IN Marketing Services, a customer-centric experiential and shopper marketing agency, under her leadership. The agency rose rapidly to the top of the Promo 100, an annual list of the top 100 U.S. promotion agencies. As President of Marketing, Domier was instrumental in creating a strategic partnership with Walmart focused on improving the in-store interaction between brands and shoppers at the retail giant.

In 2010, Domier was named ASM's President and Chief Operating Officer, and as her first move designed a new strategic plan for the company that places a relentless focus throughout the organization on five key pillars: People, Culture, Creating Raving Fans of Clients and Customers, Operational Efficiency, and Growth.

“In only two years under her leadership, Advantage has seen tremendous and measurable growth in associate engagement, talent and succession planning, and client and customer service,” said King, who in addition to serving as Executive Chairman, will continue overseeing ASM's foodservice company, Advantage Waypoint.

In her new role as CEO, Domier will oversee ASM's Sales and Marketing functions, as well as its Finance, Legal, Information Technology, and Human Resources divisions.

“I firmly believe that ASM's flexible and innovative model, coupled with our strong leadership and vision for the future, will catapult us to an undeniably dominant position among our competition,” said Domier. “I will work closely with Sonny to ensure that we continue to advance our company's growth around our five key pillars and that we execute our long-term vision, designed to allow Advantage to build on its history of great success in the coming years.”

About Advantage Sales and Marketing, LLC

Advantage Sales and Marketing, LLC (ASM) is a premier consumer packaged goods sales and marketing agency, committed to building brand value for our clients and customers. ASM's innovative and flexible customized sales and marketing solutions includes headquarter sales, retail merchandising and marketing services, specializing in client and customer events, publications and assisted-selling services for the Grocery, Foodservice, Convenience, Drug, Dollar, Mass/Warehouse, and Natural/Specialty classes of trade. Headquartered in Irvine, Calif., ASM has 66 offices in the United States and Canada. Visit today.

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Advantage Sales and Marketing, LLC
Bethany Slentz, 949-214-2512
Corporate Communications