(Editor’s Note: Amid the voting for the new slate of nominees for the PPAI Board of Directors, PPAI Media is profiling the potential new additions. Be sure to also check out our introduction to SanMar Vice President of Marketing Shelley Williams.)

Ally Delgado knows the branded merchandise business from more than one side of the equation.

Since co-founding Merchology (PPAI 746703, Standard-Base) with her father and brother in 2014, Delgado has helped build the Minnesota-based distributor from a bootstrapped startup into a $90 million branded merchandise platform. Along the way, she has gained experience spanning digital commerce, consultative sales, company stores, in-house decoration and fulfillment. The Merchology team also launched Zusa, a sustainable apparel and gifts brand for the corporate market, giving Delgado firsthand experience in product development and brand building.

Before entering the promotional merch industry, Delgado worked at General Mills managing multimillion-dollar brands and at Deloitte, where she advised Fortune 500 companies on growth strategy and operational performance. She served as Merchology’s chief marketing officer from its inception before becoming CEO in 2022.

Before entering the promotional merch industry, Delgado worked at General Mills managing multimillion-dollar brands and at Deloitte, where she advised Fortune 500 companies on growth strategy and operational performance.”

That combination of experiences, Delgado says, has given her an appreciation for both the opportunities facing the branded merchandise industry and the very different realities PPAI members encounter depending on their size, business model and stage of growth.

Now, she has been nominated to a seat on the PPAI Board of Directors.

The election to approve this year’s two-person board slate begins Aug. 17 at 9 a.m. CT and closes Aug. 24 at 5 p.m. CT. Each PPAI member company’s voting contact is eligible to cast an up-or-down vote for the candidates. Voting will be conducted electronically, and a new 2026 username and password will be emailed to voting contacts when voting opens. A candidate must receive majority approval among votes cast to be named to the Board of Directors following The PPAI Expo 2027.

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In this interview with PPAI Media, Delgado discusses what draws her to board service, why she believes the industry is at an inflection point and how PPAI can help branded merchandise claim a larger place in marketers’ strategies.


PPAI Media: What interests you about the opportunity to serve on the PPAI Board?

Delgado: I’m excited about the opportunity to give back to an industry that has given so much to me, my family and our team. Over the past 12 years, I’ve had the privilege of building Merchology alongside incredible suppliers, distributors and decorators, and I’ve come to appreciate what makes this industry so special. It’s entrepreneurial, resilient and remarkably generous. People genuinely want to help each other succeed.

I’m optimistic about where our industry is headed. Customer expectations are evolving, technology is accelerating and PPAI has articulated a bold vision to elevate branded merchandise as a strategic marketing channel. At a time when so much of our lives is becoming digital, physical experiences have never been more meaningful. I’d be honored to help support that vision while listening to members and representing their perspectives.

PPAI Media: How do you think your experience prepares you to represent distributors throughout the PPAI membership?

Delgado: I’ve had the opportunity to see our industry from several different perspectives. As CEO and co-founder of Merchology, I have spent the last 12 years alongside my brother and father building a business from the ground up into a national branded merchandise company serving more than 60,000 organizations, ranging from small businesses to Fortune 500 companies. As a bootstrapped company, I’ve experienced nearly every stage of growth firsthand, from startup challenges to scaling people, operations, technology and strategy. That journey gives me an appreciation for the different realities and priorities members face depending on their size and stage of maturity.

Ally Delgado, CEO and co-founder, Merchology
As a bootstrapped company, I’ve experienced nearly every stage of growth firsthand, from startup challenges to scaling people, operations, technology and strategy. That journey gives me an appreciation for the different realities and priorities members face depending on their size and stage of maturity.”

Ally Delgado

CEO & Co-Founder, Merchology

We’ve also built experience across multiple parts of our industry, from digital commerce and consultative sales to premium retail brands, company stores, in-house decoration and fulfillment, and even our own apparel brand. That broad perspective has reinforced for me that while our business models may differ, we’re all working toward the same goals: creating more value for our customers and strengthening our industry. I hope to represent our membership by listening well, bringing people together and helping move our industry forward.

PPAI Media: What excites you about PPAI’s future, and what do you hope to accomplish during your term?

Delgado: I’m inspired by PPAI’s vision of positioning branded merchandise as a premier marketing channel. It’s a powerful shift because it elevates the conversation beyond products and toward the business impact our industry creates. I believe we’re at an inflection point, with an incredible opportunity to shape how marketers, business leaders and future talent think about branded merchandise.

If elected, there are four areas where I believe I can add value:

  1. Develop the next generation of leaders by investing in education, mentorship and leadership development that keeps our industry vibrant for decades to come.
  2. Elevate our industry’s brand by helping more marketers see branded merchandise as a strategic marketing channel, not “just” a promotional product.
  3. Grow the overall market through research, thought leadership and buyer education that demonstrates the measurable impact of branded merchandise.
  4. Help members embrace innovation by sharing best practices around AI, digital commerce and technology that improve the customer experience.


PPAI Media: What are the biggest challenges and opportunities facing the industry as a whole?

Delgado: The key challenges are:

  • Creating demand, not just fulfilling it. Our industry has done an incredible job serving buyers. We now have an opportunity to create more of them.
  • Keeping pace with changing customer expectations. Digital experiences, AI and new fulfillment models are reshaping how customers buy.
  • Transforming our businesses without sacrificing performance. As customer expectations evolve, members must adopt new technologies and business models while continuing to deliver exceptional service and healthy financial results.


And as for the most important opportunities:

  • Expand our reach. Introduce branded merchandise to new audiences and new budgets by positioning it as a strategic marketing investment.
  • Stay ahead of customer expectations. Equip members with the research, education and innovation needed to meet the next generation of buyers and demonstrate the value and ROI of branded merch.
  • Build stronger businesses. Help members embrace AI, technology and modern business models to improve customer experiences while driving profitable growth.


Ultimately, our goal shouldn’t be to simply compete more effectively within our industry; it should be to elevate the entire industry by creating more value for customers and members alike. I believe we’re on the cusp of a breakthrough, and if we seize these opportunities together, the next decade will be remembered as the decade branded merchandise truly came into its own as a strategic marketing channel.

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