When I first started out in this industry I was a web designer at the Advertising Specialty Institute (ASI). When you’re young (i’m still young…) you don’t realize how many parts, pieces and people it takes to create the final product. A few years into my career at ASI, Christy Tramdaks started. I admired the position she was in and it is something I've aspired to grow into myself. Christy puts herself between multiple departments as a representative with a deep understanding and passion for whatever gets thrown in her direction. I’ve been working with Christy in my current role with AIA, and have come to really appreciate how she listens and is genuinely interested and passionate about resolving an issue, fleshing out an enhancement, bouncing ideas around, and on a personal level, inquiring how we’re all doing. She has an invaluable position and perspective not only at ASI and in this industry, but in the world. Where we all feel comfortable in our respective disciplines and expertise - Christy helps bring it all together to create something great for everyone. - Rebecca Shevrin

How did you get your start in the industry and how long have you been here?

Oddly enough, ASI was on my client list in the mid 90s when I worked for a large data company. Fast forward to 2013, and I saw they were hiring for a role I knew suited me well – part technology, part sales, part project management.  I have been here ever since, and after 7 years, I think I am finally starting to understand this industry! Maybe…

Describe your best strength related to your career and tell us how that has helped you and the industry?

I am able to bridge the communication gap that often exists between customers and technical resources, making sure everyone fully understands one another so the customer’s true requirements are identified and communicated. So much can get lost in translation between people to begin with, but when you bring technology into the mix, misunderstandings can increase exponentially.  I try to help the technology team fully understand the relevant nuances of the customer’s business, and I strive to help the customer understand how technology is going to help them overcome their challenges.

Tell us something within our industry you would like to change and why.

I would change three things about our industry: Diversity. Diversity, Diversity. There are so many ways companies benefit from making diversity a priority. Likewise, there are so many ways companies can embrace diversity and make it an integral part of their culture.  Companies should not only look at their human resource strategies and hiring practices, but they should also look at their vendor relationships and their customer relationships.  We all know (and preach) that promotional products can help businesses grow – let’s reach out to more companies in under-served communities.  Diversity also breeds creativity, and if 2020 has taught us anything, it is that creativity in our business practices will propel us through the most difficult times.

What are some of your long-term goals? What are you doing to reach those goals?

These days I am focusing on life in 15-minute increments – long-term planning has taken a backseat.  I do, however, want to have my own consulting business in the next 10 years that will focus on women-owned businesses.

How do you spend your time when you are not working?

I love working outside. If I am not in the garden, I am probably bingeing a political podcast, reading, or at one of my son’s baseball games.

What’s the best book you’ve read recently and how has it helped you either personally or professionally?

Fever 1793. Ironically my youngest son had to read it during the lock down.  It was about the Yellow Fever outbreak of 1793.  The assignment of the book was purely coincidental.  I wanted to make sure Julian did not find the book upsetting (and I wanted to make sure he actually read it) so I read it with him each night.  We were both amazed by how much what is happening now is identical to what happened in 1793 – there was denial, there was panic, there was an immeasurable loss of life, but in the end, people are resourceful and resilient.  There is always hope.

What is the biggest takeaway from your experience in this industry?

If you make your mission to solve problems for your customers and approach everything with a solution mindset, you will never get blindsided by sudden change in your customer base or in the world.  The recent world events have shown us that if you focus on selling pens, shirts, and mugs, then your customers won’t know to call you for anything else. If however, your customer sees you as a problem solver - you will be their first call when they need ideas and when they need help.

Describe a non-profit or a cause you are passionate about and tell us why.

Literacy.  There are so many types of literacy.  Literacy is not just the ability to sit and read a great book - literacy is the ability to read and understand the nutrition label on your child’s favorite snack, the ability to comprehend your mortgage application or your rental agreement, the ability to fill out your voter registration form.  The list goes on.  It has been proven time and again that if you raise the literacy level of a community, you significantly impact the standard of living of that community.

More about Christy…

Christy has nearly 30 years of experience acquiring, managing, and growing clients for technology and data-centric companies – both large and small. In her current role as Executive Director of Custom Solutions & Special Projects at Advertising Specialty Institute, she works closely with ASI’s distributor and supplier members and ASI’s sales, development and product teams. Since joining the ASI team, she has fostered integrations with over 100 industry suppliers and distributors, including the company’s first white label solution. Christy has spent her life in the suburbs of Philadelphia. She attended Albright College and earned a B.S. in marketing and psychology. She is the mother of two teenage boys, and when she is not working or at a baseball game, you can find her running, gardening, or bingeing a podcast.