Proforma (PPAI 196835, Platinum), PPAI 100’s No. 3 distributor, has announced the recent expansion of its executive leadership team, including Greg Armstrong, chief sales officer; Jeff Myers, chief finance officer; Brian Roney, chief revenue officer; and Michael Roney, chief strategy officer.

All four leaders have played instrumental roles over the last few months in advancing Proforma’s milestone acquisition agreement with Safeguard, the company says. Each of their expanded responsibilities will continue to focus on driving operational alignment, accelerating revenue opportunities and ensuring a seamless integration process in the coming months.

The acquisition of Safeguard creates meaningful opportunities for our sales teams and distributor owners.”

Greg Armstrong

Chief Sales Officer, Proforma

Armstrong is returning to Proforma’s support center team after stepping away for a few years to serve as president for one of the network’s largest distributorships, Global Promotional Sourcing.

“Having worked closely with Proforma from the standpoint of a distributorship, I’ve seen firsthand the strength of this network and culture,” Armstrong says. “The acquisition of Safeguard creates meaningful opportunities for our sales teams and distributor owners. As chief sales officer, my priority is ensuring a smooth integration while equipping our distributor owners with the tools, support and alignment they need to win in the marketplace and serve their customers at the highest level.”

We prioritize disciplined analysis, operational efficiency and long-term value creation.”

Jeff Myers

CFO, Proforma

Myers’ promotion to CFO follows his tenure as Proforma’s vice president of finance.

“Throughout the acquisition agreement process, we’ve followed the established principles that have helped guide Proforma to the industry leader it is today,” Myers says. “We prioritize disciplined analysis, operational efficiency and long-term value creation. As CFO, I will continue to focus on financial integration, performance transparency and scalable systems that position Proforma for responsible growth over the upcoming year and beyond.”

This next chapter is about accelerating momentum and delivering measurable impact.”

Brian Roney

Chief Revenue Officer, Proforma

Brian Roney moved into his new role after serving as the senior vice president of product development for Proforma. “Over the past several months, Proforma has been working deliberately to align our product innovation, sales strategy, and customer experience around this acquisition,” Brian says.

“As chief revenue officer, my focus is on unlocking growth opportunities across the combined organization – ensuring distributor owners and their customers benefit immediately from expanded capabilities, stronger technology and a unified revenue strategy. This next chapter is about accelerating momentum and delivering measurable impact.”

We aim to keep Proforma’s mission and values at the forefront of everything we do.”

Michael Roney

Chief Strategy Officer, Proforma

Michael Roney’s appointment from SVP to CSO occurred in Q4 of 2025 as he spearheaded the acquisition agreement.

“The acquisition agreement with Safeguard represents a pivotal step in Proforma’s long-term strategic roadmap,” Michael says. “We aim to keep Proforma’s mission and values at the forefront of everything we do. As chief strategy officer, I’m focused on ensuring we execute with clarity and precision – bringing together our teams, resources and vision in a way that strengthens our competitive position and drives sustainable growth.”