Brand Experience Company, MSM Inc., Announces New Vice President of Operational Excellence

  Gary Collins has been promoted to Vice President of Operational Excellence.

Select Lightened-10_Gary C(Rochester, NY) (December 13th, 2021) - MSM founder and CEO, Donna Shultz, is proud to announce the promotion of Gary Collins to Vice President of Operational Excellence.

Gary Collins began his career with MSM nearly 17 years ago in the warehouse, where he focused on shipping and receiving, including inventory control and barcode management. Since then, he has gained invaluable experience in multiple departments including procurement, production, project management and operations. In his new role, Gary is looking forward to continuing to collaborate and create great things with multiple teams across MSM. 

President & CFO, Laurie Kamal explains, “There is simply no one better for the job. Gary is a strategic thinker and effortlessly moves any project forward. He embodies each and every one of our company’s core values.” These core values include five principles our employees live & work by. We strive to find employees who:

Expresses gratitude for others and co-workers

Will do anything for our customers
Is a positive person and always finds a way
Thrives in a demanding environment
Always does the right thing, even when no one is looking 

“Gary lives these core values both in his work life and in his personal life. He is a great role model for all employees, and we are thrilled to have him in this new role!” continued Kamal. “He brings a can-do attitude coupled with proven ability to develop and meet company goals.” 

This promotion comes after a period of uncertainty, brought about by the COVID-19 pandemic. While this may have been a trying time, it also proved to be a time of change and reinvention for MSM Inc. The company was able to pivot and expand upon our previous offerings to include a collection of digital and virtual solutions. Gary played a large role in this pivot, proving adaptability and resilience as some of his key skills. 

If you would like additional information on MSM Inc. or have questions regarding this press release, please contact Devon Donatello at

 MSM Inc. is a woman-owned experience agency based in Rochester, NY focused on delivering quality, service, and innovation in bringing brand stories to life for live and virtual events, as well as temporary and permanent installations. MSM was the first agency RFP-certified by the Experiential Designers and Producers Association (EDPA), is a top industry fabricator with recurring placement on Exhibitor Magazine’s Find It Top 40 List and Event Marketer’s Fab 50 List, and opened sister agency The Experience Shop in 2018 to expand its offerings in non-traditional event marketing experiences. Visit for more details.