“It was such a privilege and honor,” Muzzillo says. “I just have the highest level of respect for PPAI and what it means to the industry.” Muzzillo joins the ranks of accomplished promo veterans whose industry achievements were preceded by careers in another world. In her case, it was commercial and investment banking, a career that allowed her to see companies of all sizes and what they needed to have a fair shot at being successful. In 2000, she was dating Greg Muzzillo, Proforma’s founder, and they talked business plenty, which typically amounted to Greg asking Vera for advice on this issue or that problem. He suggested she come into the company to get a more formal look at everything. She had experience in business consulting, so the request seemed natural. “It was really the executives and the board of Proforma who suggested he bring me aboard,” Vera remembers. “They said, ‘Her skillset dovetails with what we need at this organization.’” The decision to make her CEO has paid off for the company tenfold – technically, it’s paid off more than that. “Vera’s deep business knowledge and forwardthinking mindset have steered unparalleled growth, guiding Proforma from a $20 million company to a $650 million distributorship,” Jansen says. For her part, Muzzillo certainly hasn’t looked back. “As much as I loved banking, there’s nothing greater than this industry, because we have the opportunity to change lives.” ‘That Is A Sacred Trust’ Proforma refers to its sales division as distributor owners. The way the company looks at it, they work for themselves, and Proforma gives them the tools to succeed in a mutually beneficial partnership. Those “owners” might be attracted to that independence to make more money or have more free time or simply for the feeling of ownership. Muzzillo’s leadership is grounded in the principle that the company owes those distributors the highest possible chance at achieving their goals. For the past decade, that has been delivered through the deliberate advancement of technology within the company. “The thing I’m most proud of is the technology we’ve built over the past 10 years,” Muzzillo says. In that time, she hired a team of more than 80 in-house developers to create the proprietary technology behind ProVision and ProStores, which serve as automated workflows and integration between suppliers and shipping carriers, as well as e-commerce solutions. “These systems not only changed the technology landscape for Proforma but also set a new standard of operations for the print and promotional products industry,” says Jansen. When all of this began, she told the chief technology officer at the time, Brian Carothers (who now serves as chief information officer), that she would be involved every step of the way. When he questioned her qualifications, she said she’s willing to learn and completely invested. A year later, Carothers admitted to her, “I thought you’d last a month,” assuming most CEOs only want a high-level insight into technology. But Muzzillo knew she needed to ensure that real possibilities were being created that could benefit distributors. “We can draw a straight line from the technology we created to the sales growth of our organizations, their profitability improvement, their free time and their ability to recruit in the industry,” she says. This sense of responsibility helps explain a person who suggested chartering planes to ship in PPE. Planning is essential to success, but seizing opportunities and understanding the importance they represent is how leaders achieve. When states were left scrambling to obtain PPE without help from the federal government and her distributors were left unable to sell promo in a halted economy, Muzzillo acted. “I felt my job as the leader of Proforma was to say, ‘OK, at the end of the day, we are a strong distribution force, and we can use that for good,’” Muzzillo says. “One thing I felt strongly about was not inflating the prices. We had to be good stewards for these healthcare organizations.” China is 12 hours ahead of Tampa, Florida, where Proforma is based. Working out the logistics of getting the equipment meant that her workday in China started when her workday in the U.S. ended. But the results spoke for themselves. Proforma reported $538.5 million in revenue in 2020, an increase of nearly 8% over 2019, mostly due to the company’s willingness to quickly pivot and adapt. “We weren’t afraid to invest our money and take a little risk because these distributors who joined, they trusted us,” Muzzillo says. “That is a sacred trust to put your business and your future in our hands.” Auping is senior news editor at PPAI. Muzzillo was recognized at a special ceremony during PPAI’s Women’s Leadership Conference, held at the Coronado Island Marriott Resort & Spa in Coronado, California, on June 23. The annual three-day event included speakers and sessions on everything from corporate finance to AI and the value of keeping a beginner’s mindset. Must Read | PPAI’s 2025 Woman of Achievement “I felt my job as the leader of Proforma was to say, 'OK, at the end of the day, we are a strong distribution force, and we can use that for good.” —Vera Muzzillo, CEO Proforma 54 • JULY 2025 • PPAI
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