Almo Pro AV Adds Vendor Marketing VP, Promotes Two in Leadership Shakeup
2026-08-24 · via invidis
Almo Pro AV, one of the larger North American Pro AV distributors carrying digital signage hardware and displays, has reshuffled part of its leadership team as it pushes further into marketing, business development and digital tools for its channel partners.
The company promoted Jane Tran to vice president of growth marketing and Liz Wheeler to director of business development, while bringing in James Salter as vice president of vendor marketing, according to the announcement.
For integrators and resellers who buy displays, players and mounting hardware through Almo, the changes signal where the distributor plans to put resources next: demand generation, digital marketing and vendor-facing programs rather than, say, warehouse expansion or new product lines. Almo Pro AV did not announce any new hardware or software offerings alongside these appointments.
Who is moving into which role
Tran has close to 20 years in marketing and technology, according to the release, and will run Almo Pro AV's growth marketing strategy, including demand generation and digital marketing aimed at winning new customers and deepening relationships with existing ones. The announcement does not specify what channels or tools this will involve.
Wheeler has spent more than a decade at the company and will lead a team of business development managers, working with manufacturer partners and sales leadership to build out business opportunities across the channel. Her promotion suggests continuity in that function rather than a change in direction.
Salter is the outside hire. He has more than 20 years in Pro AV and technology, per the release, with prior stints at Microsoft, AVer and Canon. His background is described as spanning Pro AV, cloud technology, cybersecurity, IoT and enterprise software. He will head Almo Pro AV's vendor marketing group.
Why it matters for signage buyers
Dan Smith, executive vice president at Almo Pro AV, framed the moves as complementing the company's investments in digital infrastructure, communications platforms and data-driven capabilities. "Technology alone doesn't drive growth," Smith said. "It takes talented people who understand the market and know our partners who can turn those investments into meaningful programs and results."
The announcement does not detail what the digital infrastructure or communications platform investments actually are, nor does it name which vendor lines or product categories Salter's group will prioritize. For operators and integrators who rely on Almo Pro AV as a distribution partner for signage displays and related equipment, the practical effect of this reshuffle will likely show up later in the form of new vendor programs, marketing support or business development outreach rather than any immediate change to product availability or pricing.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The distributor has promoted Jane Tran and Liz Wheeler while appointing James Salter as vice president of vendor marketing. The leadership changes come as Almo Pro AV increases its focus on digital capabilities, marketing and business development.
Almo Pro AV has expanded its leadership team with two internal promotions and one executive appointment as the North American Pro AV distributor invests in its marketing, business development and digital capabilities.
Jane Tran has been promoted to vice president of growth marketing, Liz Wheeler to director of business development, and James Salter has joined the company as vice president of vendor marketing.
Tran, who has nearly 20 years of experience in marketing and technology, leads Almo Pro AV’s growth marketing strategy, including demand generation and digital marketing initiatives designed to attract new customers and strengthen existing relationships.
Wheeler, who has been with Almo Pro AV for more than a decade, leads a team of business development managers and works with manufacturer partners, sales leadership and other stakeholders to develop business opportunities across the channel.
Salter brings more than 20 years of Pro AV and technology industry experience and will lead Almo Pro AV’s vendor marketing group. He previously held roles with Microsoft, AVer and Canon and has experience spanning Pro AV, cloud technology, cybersecurity, IoT and enterprise software.
Dan Smith, executive vice president at Almo Pro AV, said the appointments complement the firm’s investments in digital infrastructure, communications platforms and data-driven capabilities.
“Technology alone doesn’t drive growth,” Smith said. “It takes talented people who understand the market and know our partners who can turn those investments into meaningful programs and results.”