IRVINE, Calif. -- Advantage Sales & Marketing LLC (ASM) has announced that Tanya Domier, its current president and chief operating officer, will assume the role of chief executive officer effective Jan. 1, 2013. Sonny King, current chairman of the board, CEO and founder of the company, will transition to the role of executive chairman.
Irvine, Calif.-based ASM is a $1.4-billion company with more than 30,000 associates serving the consumer packaged goods (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.
Tanya Domier"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 Co., Domier joined ASM in 1990. She quickly rose through the company's ranks, the company said, holding a variety of executive-level positions in sales, marketing and operations.
Domier said that she has realized that the company is 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, under her leadership, ASM launched IN Marketing Services, a customer-centric experiential and shopper marketing agency.
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, ASM named Domier president and COO, and as her first move, she designed a new strategic plan for the company that focuses 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."