From Client to Leader: Ashley Dalton’s Journey To iCoStore

With over 17 years of experience in the printing industry, Ashley Dalton knows the ins and outs of transforming complex promotional programs from the ground up. As a former consultant for a large national bank, she assessed, restructured, and rebuilt their entire promotional and print operations, ultimately choosing iCoStore as the perfect partner to execute her vision. After working alongside iCoStore to implement multiple successful programs, Ashley joined the company full-time—bringing her unmatched expertise and insider’s perspective to every client she works with. Now, as Director of Customer Experience, Ashley is a driving force behind streamlined processes, cutting-edge technology, and customized solutions that solve clients’ toughest challenges. She’s been where they are, and that’s why clients trust her to deliver results.

From Client to Leader: Ashley’s Journey of Driving Success at iCoStore

When Ashley first encountered iCoStore, she was on the other side of the table, leading a critical transformation for a large national bank. With over 17 years of experience in the printing industry, Ashley had been hired on contract to overhaul the bank’s outdated promotional products and print program. It was no small task. She began by diving deep into the bank’s internal workings, listening to what departments like marketing, HR, and procurement needed in terms of branded merchandise and print collateral. This was more than just an internal assessment; it was a challenge to redefine how the bank approached its promotional efforts.

Ashley took the insights she gathered, wrote a detailed RFP (Request for Proposal), and began the rigorous process of vetting multiple vendors. Each company claimed they could deliver the solutions the bank needed, but it was Ashley’s sharp eye and industry knowledge that allowed her to filter out who truly could. After visiting finalist vendors, meeting the staff, touring their facilities and weighing her options, Ashley made the call: iCoStore had everything the bank needed—and more.

For the next year, Ashley worked closely with iCoStore to build and implement multiple programs tailored to the bank’s needs. From transitioning old inventory to integrating new systems, she helped create a streamlined approach that connected the bank’s internal processes to iCoStore’s capabilities. Departments from marketing to HR all benefited from the new solution, and the results spoke for themselves.

A New Challenge and a New Opportunity

When her contract with the bank ended, Ashley was offered a contract with a promotional products company to help them integrate a new ERP system. On paper, the company looked like a promising partner, boasting its capabilities and ability to deliver on-demand solutions. However, as Ashley dug deeper, she found that the company had vastly oversold its capabilities. Instead of building efficiency, she found herself working through logistical struggles and trying to meet promises that simply couldn’t be kept.

It was at this point that Tom, the owner of iCoStore, reached out. Having worked with Ashley during her time with the bank, Tom saw the value she could bring to the iCoStore team. He knew she understood not just iCoStore’s systems and processes, but also how to navigate the complexities of large-scale client needs—because she had been there herself. Tom invited Ashley to join the iCoStore team.

Despite the offer, Ashley remained committed to fulfilling her contract with the local company. Once completed, she transitioned over to iCoStore, where she quickly became a critical team member.

Ashley’s Innovation and Alignment at iCoStore

Upon joining iCoStore, Ashley dove into the inner workings of the company, starting with Store Development. Her years of experience, and having on-boarded multiple stores for the bank with the iCoStore team Ashley helped align the department, improving efficiency, processes and communication. But she didn’t stop there. Recognizing further opportunities for improvement, she expanded her focus to account management and client relationships, where she implemented new processes that brought the team into alignment with iCoStore’s broader goals.

Now, as Director of Customer Experience, Ashley oversees on-boarding, store development, account management, and customer service, ensuring every client’s experience with iCoStore is seamless. She’s especially valuable when working with new clients because just two years ago, she was in their shoes—tasked with implementing multiple programs to streamline a bank’s apparel, print, and promotional processes while significantly reducing inventory and improving both experience and product selection. Ashley knows firsthand the questions clients have, the challenges they face in optimizing their programs, and what it takes to implement a successful, streamlined solution.

Ashley’s understanding of iCoStore’s systems and capabilities is second to none, and she’s become a trusted resource for clients and employees. But her value extends beyond managing day-to-day operations. Ashley has played a key role in helping to develop new technology solutions that have streamlined processes, improved efficiency, and enhanced the overall client experience. Her hands-on approach and ability to innovate have made iCoStore’s programs not only smoother but also more effective for clients across industries. She quickly embraced iCoStore’s philosophy of, “Do The Right Thing.”

A Trusted Partner for Success

Ashley’s story is one of transformation—not just for herself but for iCoStore and its clients. She brings a wealth of industry knowledge and firsthand experience that gives clients confidence in iCoStore’s ability to deliver on its promises. From her time assessing programs at the bank to leading critical functions within iCoStore, Ashley has seen it all, and her credibility is unmatched.

For potential clients, working with Ashley means working with someone who truly understands the ins and outs of building successful, scalable programs. Her journey from client to leader at iCoStore is a testament to the value that the company brings to the table. With her at the helm, clients can trust that their programs will not only run smoothly but thrive.