commonsku (PPAI 552077), the cloud-based CRM and order management platform powering over $1.8 billion in network volume, has appointed Eku Malcolm to the newly created role of director of AI operations.

In this role, Malcolm will work across product, customer success and internal operations to integrate AI throughout the commonsku platform and organization.

• He brings nearly 20 years of operations leadership scaling high-growth SaaS companies through the $20 million – $100 million ARR inflection point.
• Most recently as director of business operations at OfficeSpace Software, he embedded AI as a foundational operating principle, deploying custom GPTs and predictive models that cut manual cycles by 30% while unlocking $1M+ in annual savings, the firm says.

“The future belongs to platforms that move with intelligence, not just speed,” says Catherine Graham, CEO of commonsku. “Operations leaders who understand AI aren’t just optimizing processes – they’re reimagining what’s possible. Eku gets that. Eku’s appointment signals our commitment to embedding AI into the fabric of how commonsku operates. This isn’t a feature rollout – it’s a reimagining of how we work.”

Thumbprint (PPAI 638974, Gold), PPAI 100’s No. 49 distributor, has announced the appointment of Mark Hendrickson as director of technology and the expanded role of Trevor Woodman within the company’s technology and development team.

These leadership moves mark the first phase of a broader strategy to build next-generation of merchandise automation, intelligent integrations and AI-powered customer experiences, the company says.

• Hendrickson brings extensive experience in system architecture, enterprise integrations and scalable platform development.
• Woodman’s expanded role strengthens Thumbprint’s internal development pipeline and enhances the company’s ability to rapidly deploy features, integrations and workflow automation across its enterprise client base.

“Thumbprint is entering a new chapter,” says Tom Rector, CEO of Thumbprint. “We’re building a technology engine that doesn’t just support our customers – it anticipates their needs. The future of branded merchandise is intelligent, predictive and frictionless. Mark and Trevor are foundational to that shift.”

PCNA (PPAI 113079, Platinum), PPAI 100’s No. 5 supplier, has announced a coordinated distribution partnership with Ocean Bottle that will expand access to premium, sustainable drinkware for distributor partners across the U.S. and Canada. PCNA, along with subsidiary ETS Express, will both be carrying the retail brand.

“By adding Ocean Bottle to our portfolio, we’re giving our distributor partners the best in premium, sustainable drinkware,” says Liz Haesler, global chief merchandising officer at PCNA. “We’re honored to partner with this category-leading, innovative brand to deliver outstanding products, complemented by PCNA’s expert decoration capabilities. We are committed to expanding our retail portfolio with brands like Ocean Bottle that perform, innovate and do right by people and the planet. These are principles that guide PCNA.”

PCNA is also relaunching “smart hydration” brand HidrateSpark, introducing the HidrateSpark PRO 2 lineup, which are premium smart bottles and tumblers that combine recycled stainless steel, real-time hydration tracking and Apple Find My compatibility.

“Hydration has always been an overlooked pillar of wellness, and we’re changing that,” says Sooyoung Kang, CEO of HidrateSpark. “By partnering with PCNA, we can put smarter hydration tools in the hands of more people and make water intake as top-of-mind as sleep, diet and exercise.”