2026 Counselor
Salespeople of the Year

All Matt Kirsh needs is an in, an opening, just an inch.

His decorated 25-year career in promo? It can be traced back to Kirsh’s very first job as a 16-year-old, taping boxes for a distributor at $7 an hour.

His first crack at sales? It came when a teenaged Kirsh, tasked with clearing out some warehouse samples, blanketed parking lots with homemade flyers and sold everything in just an hour.

The millions of dollars in sales with a Fortune 500 client? It all started with a $200 dinner with a front-line employee who didn’t even purchase promo.

No matter the circumstances, the pattern is the same. “I start from the bottom up,” says Kirsh, a client experience executive for Score Promotions (asi/321353). “I just need to earn one person’s trust.”

From the bottom to the top. Kirsh’s persistence paid off in a major way in 2025, as he doubled his sales to reach $16.4 million in annual revenue. It was the culmination of his remarkable journey – one propelled by dedication, creativity and enthusiasm – and it has earned him the title of Counselor Distributor Salesperson of the Year.

“Building relationships organically, I consider it like a garden,” says Kirsh, a native of Toronto who now lives in Miami. “Think of bamboo. You plant the seeds and you water them every single day, and they do nothing. You don’t see anything for months, but all of a sudden they shoot up five feet. Slow and steady wins the race, and building people’s trust is crucial. And I think that, finally at this time in my career, those seeds have sprouted.”

Kirsh has grown those relationships by repeatedly going above and beyond. It’s not unusual for the 42-year-old to stay up all night to make sure an order has shipped. And while some reps might hand-deliver an important order, far fewer would do what Kirsh once did: Book a last-minute flight from Arizona to New York after a shipping snafu to personally rescue the products from a carrier depot and deliver them.

The order that compelled Kirsh to fly cross-country? It was for just 10 hats.

“You’re going to be hard-pressed to find someone that works harder than Matt,” says Mark Wingrove, a longtime industry veteran and Canadian sales manager for Counselor Top 40 supplier Hit Promotional Products (asi/61125).

The relationships Kirsh has built – relationships that nobody handed to him, and the kind typically reserved for distributors five and 10 times the size of Score – are so deep that multiple corporations have dispensed with the RFP process and awarded Score the business.

“I find,” he says, “the big clients will only reach out to you when it’s something that nobody else could do. So, you become ‘Reliable Matt.’”

“Eventually,” he adds, “‘Reliable Matt’ becomes the best and only option they have.”

Sue Farah, senior manager, field marketing for Salesforce Canada, praises Kirsh’s responsiveness and transparency. She recalls one particularly creative promotion at Dreamforce – a “necessities” kit for Canadian customers that featured uniquely Canadian snacks, like Lay’s Ketchup chips.

“He knows our business, which is key as well,” says Farah. “He is able to be not just a vendor, but a strategic partner.”

Kirsh isn’t solely a top earner. He takes an intentional approach to managing and mentoring his U.S.-based team of about a dozen, while also being flexible with personal obligations and keeping things fun with outings and Trivia Fridays. He readily praises their passion and willingness to always do ‘one more’ for the client.

“As a leader, Matt is deeply supportive of his team and committed to their growth,” says Jennifer Noll, marketing manager for Score. “He’s an exceptional mentor who actively teaches, shares best practices and empowers team members to learn and grow with confidence.”

Deeply creative, Kirsh constantly challenges himself to come up with ideas and solutions others might overlook. For example, when COVID ruined plans for a large national bank’s in-person awards ceremony, Kirsh came up with a custom box that included a mounted light-up award and a five-minute video featuring highlights from the year and a message from the bank’s president. “‘We can’t do this’ doesn’t exist with me,” he says.

But beyond his desire to deliver for his customers, his 25 years in the industry have been fueled by a genuine belief in the power of branded merch and the joy it creates. “It’s always the highlight of the event,” he says. “All these people that are so serious – CEOs, CFOs – they almost become like children again when they enter a swag store and pick something out or try something on. I feel that it changes the tone of the corporate world to make it more fun and relaxed.”

Is this the future Kirsh envisioned as a 16-year-old working on the warehouse floor? “We all start at the one-yard line. It’s who sprints and works the hardest to get to the end zone,” he says. “So, the answer is no, not $16 million. But I knew I would be a top rep in the industry because I had tunnel vision. I just never gave up. I would take 500 nos if I got that one yes.”– Who Wrote This

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Tenacious, yet empathetic and endearing. That sums up Alissa Succi’s unique approach that has fostered long-term relationships and major wins, helping her become the top-ranking sales rep at Counselor Top 40 supplier Koozie Group (asi/40480).

One example of her sales acumen came several years ago when a distributor customer wouldn’t meet with Succi due to past challenges with Koozie Group (formerly known as BIC Graphic). Succi wasn’t deterred. One step at a time, she worked hard to earn back their trust through patience and persistence. She took time with each team member individually to find out their needs and presented them with tailor-made solutions. When her persistence finally earned a meeting, she looked at it as just the first real step to rebuilding the relationship.

Four years later, that distributor’s spend with Koozie Group has increased more than 550%, “and we’re still just getting started with significant room for continued growth,” says Succi. “This turnaround represents more than revenue to me – it shows the impact of persistence, accountability and genuine partnership.”

It’s a lesson that Succi has learned over nearly 30 years of experience in the promo industry. Before Koozie Group, Succi worked in partnership marketing at a major car rental company in Fort Lauderdale, a “suit and heels every day” kind of job, she says. But by the mid-1990s, Succi was eager to try something new. In 1997, she spotted a job ad for BIC Special Markets (eventually BIC Graphic). Succi interviewed, not knowing anything about the industry or the company. When the company offered her the job, she accepted, though she certainly didn’t plan to stay for multiple decades.

“What keeps me in this industry is the people and the connections I’ve made,” she says. “I’m a very relationship-oriented person. Every day is different.”

Now, Succi has a portfolio of 80 clients in Florida and Georgia, and a strategic account, Counselor Top 40 distributor Summit Group (asi/339116) in Washington, D.C. Landing that major customer (a firm with additional locations in Chicago and Atlanta) also required persistence. When the opportunity came up within Koozie Group, Succi confidently threw her hat in the ring, even though the company is outside her territory. It was her reasoning that won over management.

“I presented a clear plan to show why it made sense, how my experience and sales acumen were a strong fit, and that I wanted the challenge,” she says. “Once I was given the opportunity, I invested in building real rapport through regular touchpoints, happy hours and dinners. After just one year, I’ve grown the business 29% year over year and built a strong foundation for continued strategic growth.”

Brocky Proxmire, client success executive at Summit Group, says Succi’s enthusiasm and reliability make her a pleasure to work with and a trusted partner. “When she exhibited at our end-user show, she stood out immediately,” says Proxmire. “She took thoughtful notes, asked smart questions and did an excellent job explaining why certain products would be strong fits for my clients. What really sets Alissa apart is how well she connects products to real-world use.”

After the end-user event, Succi’s prompt and thorough follow-up quickly resulted in several orders. “I know I can turn to Alissa for quick specs, ideas and support to help bring concepts to life for my clients and get them excited about her line,” says Proxmire. “Her product knowledge, attentiveness and genuine interest in helping her partners succeed make her more than a salesperson.”

And Succi doesn’t keep her hard-won expertise to herself; she actively mentors her inside sales partner on career mobility, time management, juggling multiple priorities and developing the proper mindset for managing a territory and building a book of business.

“Sales volume matters, but the way you achieve it matters even more,” says Succi. “I raise my hand for hard things and I stay focused on long-term partnerships that drive measurable growth. I combine persistence, accountability and strategic thinking with real care for the people behind each order.”

Customers agree. “What truly sets Alissa apart from other sales professionals is her dedication to excellence and genuine investment in her clients’ success,” says Sean Watson, general manager of Rad Wear (asi/303195), a Counselor Best Place to Work. “She goes above and beyond what’s expected, making the entire experience seamless and stress-free on our end. Alissa doesn’t just sell us products for the sake of making sales; she builds partnerships, and our business is better because of it.” – Sara Lavenduski

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What’s the mark of an exceptional CSR? “Her clients love her and frequently cry if she’s on vacation.” That’s the observation of Samantha Kates, president of Spector & Co. (asi/88660) – a sentiment shared by co-workers and customers who have the pleasure of working with Joan Matticks.

Matticks (who goes by Joanie) began her career at Spector right out of high school 14 years ago. She started in production, where she learned how promo products are made, and then moved into handling returns, which gave her a better idea of the supplier’s production capabilities. Because of her product knowledge and problem-solving skills, she was invited to join customer service as an inside account manager, where she handles approximately 100 top-value distributors in the Midwest region.

“My manager recognized that I understood both the technical side of our work and the level of service our clients expect every day,” says Matticks, who’s based in Montreal. “For the past six years, I’ve been supporting clients and managing accounts, and I genuinely love what I do. I bring a strong sense of ownership to every interaction; it’s in my DNA.”

CEO Alan Meinstein sees Matticks’ strengths in action regularly. “She has a deep understanding of product and production timelines and can dig deeper with clients to deliver the best results,” he says. “She won’t take no for an answer – she always finds a solution.”

Matticks’ customer service skills were put to the test early on in her career when she misquoted a journal order. “I had to call the client back and explain to him that it was a typo on my end,” she says. “I told him we were way below margin, and if he could help me gain some of it back without completely losing the order. For me, it was a very stressful call because I was brand new, but I knew I had to deal with it head-on and explain it was my error. We eventually came up with a solution and we split the mistake.”

That early misstep was a learning experience for Matticks, and it has helped her become a trusted rep for many distributors. “Joanie might be my favorite CSR in the industry,” raves Megan Kragenbrink, account director at Counselor Top 40 distributor Overture Promotions (asi/288473). “Working with her is a breeze – she’s responsive, kind and we’ve built a great rapport. She knows my customers and is quick to recommend items or solutions when needed; I seriously love working with her.”

Kelly Enkoff at Counselor Top 40 distributor Corporate Imaging Concepts (asi/168962) gives an example of that feedback. “Joanie exemplifies customer service and above-and-beyond partnership,” Enkoff says. “She’s patient and knowledgeable in all interactions and provides the relief that she’s on the job and whatever the situation is, it’s being well-handled. Spector is fortunate to have Joanie; she represents the best of what partnerships between vendors and distributors should be.”

Unsurprisingly, “we consistently get amazing feedback on Joan from clients,” notes Kippie Helzel, director of strategic partnerships at Spector.

Empathy guides how Matticks approaches customer service; she treats clients with the same care and urgency she would expect. One recent example was an order that encountered several unexpected delivery delays. To protect the client’s event date, she expedited a full redo that required clearing customs for a rare Saturday delivery. “I coordinated closely with our shipping team late into the evening, monitored the shipment overnight and kept the client informed at every stage, good or bad, so she never felt left in the dark,” Matticks says. “For me, going above and beyond means taking ownership, communicating proactively and making sure clients feel supported, not just when things go smoothly, but especially when challenges arise.”

According to Rena Ashfeld, director of strategic partnerships at Spector, Matticks “is an absolute powerhouse. Known for her unwavering commitment to customers, she consistently goes above and beyond as their trusted advocate and is always ready to lend a helping hand.”

In addition to delivering outstanding customer service, Matticks takes pride in mentoring others on her team. “I focus on building their confidence, strengthening their skills and making sure they feel supported, not just trained,” she says. “I take the time to walk them through why our service standards matter, why communication is everything and why ownership is at the heart of great client support. My goal is to help new team members feel equipped, confident and connected from day one. Mentorship, to me, is about lifting others up so they can succeed independently, and I take pride in contributing to a team culture where everyone feels confident, capable and supported.” – Joan Chaykin

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When Elaine Parker started working in promo, her father was skeptical. He told her he didn’t think she was going to make a living selling magnets, pens and keychains.

One day, after a few years in the industry, Parker received a commission check for $60,000. She made a copy and put it on his desk with a note that read: “Pens, pencils and keychains!”

“I think he was shocked at exactly what this industry could provide,” says Parker, who built her first house at the age of 30, thanks, in large part, to her earnings from working in promo.

Now, after nearly 40 years in the industry, Parker still believes promo is the greatest business in the world. Today, she serves as the director of business development at Counselor Top 40 distributor PromoShop (asi/300446), a firm she’s been with for more than a decade and where she’s known for her creativity, eye for innovation and collaborative approach to selling promo.

“Elaine has created environments where her clients became active participants in merchandise campaigns rather than passive recipients,” says Kate Alavez, president of PromoShop and a member of Counselor’s Power 50 list of most influential people in promo. “She facilitated collaborative ideation sessions, sought client input throughout the creative process and positioned merchandise as a strategic marketing tool worthy of the same attention as other marketing channels.”

Parker didn’t always have big plans to work in promo. She graduated from Rutgers University in 1985 with a degree in marketing and communications. “Back in my day, when you graduated college, you looked for jobs in the local newspaper,” she explains. That’s where she found her first job at an ad agency in Brielle, NJ. Every Friday night, she and her colleagues went out to entertain clients on a boat. There was delicious food, great views and lots of champagne. All her friends were jealous.

But there was one problem: Parker had terrible seasickness. When she explained this to her manager, he told her these boat parties were “just part of the job.” So, after three months, she left and started working as an administrative assistant at Bellmore, a small now-defunct promo company. “I took the job because I felt promotional products was in the marketing space, and I never heard about the industry before,” she says. “I thought it was so interesting and so creative.”

But that company was acquired and her job was eliminated. Looking back, Parker says it was a blessing in disguise. She’d had a good relationship with one of the owners, and he gave her some of his accounts. The timing was impeccable: Parker’s fiancé was in medical school, and they would have to move for his residency. “We didn’t know where he was going to match for medicine,” she explains. “But I could do promo anywhere.” Parker went on to work at various distributorships, including Counselor Top 40 distributor HALO Branded Solutions (asi/356000) and St. Paul, MN-based distributor Brown & Bigelow (asi/148500).

Perhaps Parker’s greatest professional achievement is creating a global consulting firm’s first-ever merchandise program supporting on‑campus recruitment and onboarding, which she built from the ground up and sustained for two decades. At the time of the first meeting, the client contact was head of recruiting for three offices. When Parker impressed enough to earn a second meeting, her contact had earned a promotion and had been tasked with overseeing 90 offices. Parker pitched a comprehensive merch program that would incorporate brand continuity across locations.

“What started as 12 items became a few hundred items over the span of 20 years,” she explains. That’s because she built trust with the client. “Every three, four years, there was an RFP, and I’d always win their business because I was doing right by them,” she says. “My goal is simple: Deliver exceptional service and meaningful outcomes that keep clients coming back.”

And although Parker has been in the business for decades, she’s far from slowing down. In fact, she increased her sales by over 30% last year. At PromoShop, Parker “has adopted and championed technology upgrades, recognizing that these tools could transform client relationships rather than simply streamline processes,” says Alavez. “Where others saw new systems to learn, Elaine saw opportunities to provide faster response times, more accurate order tracking and enhanced transparency that built client confidence.” – Tara Lerman

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Allison MacDougall always tells people that working in promo is the dream job that she never knew existed. Before joining Whitestone Branding (asi/359741) in 2022, she got her start in the New York City fashion and retail world, working jobs in the bridal, footwear and denim sectors.

She didn’t quite know what she was getting into when a former boss introduced her to Whitestone’s CEO Joseph Sommer and she joined the company. But drawing on her experience of running a small online clothing label (Aloe’s Closet) and her desire to share her creations with the world, she came to understand the power of promo.

And she’s certainly found success since, growing her client base by 80% in 2025 alone and earning a promotion to senior account manager in just three years. She’s been the lead on the past two iterations of an employee appreciation project for streaming giant Spotify to celebrate the launch of its annual Spotify Wrapped campaign, which offers global users a look at their past year of listening and garners massive engagement on all social media platforms. For the 2025 campaign, she and her team built out a nearly fully custom merch kit – including retail-inspired apparel, custom shaped pins and keychains inspired by artwork from the campaign and more – and drop-shipped more than 600 packages around the world for launch day.

“I know what kind of competition we’re up against,” MacDougall says. “So we have to show our clients something that’s truly unique to them where they’re going to stand out.”

What sets MacDougall apart is a powerful growth mindset and her intrinsic confidence that potential clients will be better off working with her and Whitestone. She frequently quips when on prospecting or planning calls that if she has the time, budget and quantity, she can make almost anything happen. It’s within that creative, wide-open potential that MacDougall truly shines by always thinking about how to offer her customers more.

“If it’s an existing relationship, how do we grow it?” she’s asked herself since the beginning of her career in promo. “And also, what are the companies out there that I would love to work with and know I could be an asset to?”

MacDougall inherited the Spotify account from another top sales team within Whitestone – but she quickly learned that working with a brand that she already recognized and loved outside of work was a huge asset to the creativity and enthusiasm she was able to add. Inspired by that, she took a deep dive into another large entertainment technology company and launched a targeted outreach effort via email and LinkedIn messages to relevant company personnel. She didn’t approach those conversations with the attitude of a traditional cold call, though. Instead, she came prepared with proof – case studies from Whitestone projects with similar clients and pitch decks with ideas for how to translate that process into a successful campaign for them.

When she finally landed a call with someone from the company, she worked with the art department to bring fully formed mock-ups of a thought-out, retail-inspired campaign with the client’s branding to really show off Whitestone’s capabilities. Needless to say, MacDougall won them over.

“We’re always giving them what they want, but also all of the other things that they didn’t know they wanted yet,” she says. “I truly want to be a part of these awesome projects, and I know I can bring them to life.” – Hannah Rosenberger

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Zack Raucher joined Las Vegas-based Global Promotional Sourcing (GPS, asi/490714) nearly seven years ago with a clear goal: to help modernize the business his father, Steve Raucher, founded in 2001.

“We had a great foundation, but we needed to ‘tech it up,’” Raucher says.

Raucher has delivered, effectively transforming the family-owned promotional products business – an affiliate of Counselor Top 40 distributor Proforma (asi/300094) – into a customer-first, technology-enabled marketing and loyalty services provider.

Specifically, Raucher led the development and launch of ezGIFT, a proprietary loyalty and rewards platform built specifically for the unique needs of GPS’ casino and gaming clients. The flexible tool allows for different promotions, such as points, tiered rewards and event-based promotions, and has reshaped how GPS clients engage with loyalty, rewards and incentives. Clients can now offer multiple ezGIFT-powered online stores and loyalty reward programs providing everything from consumer electronics to fully customized golf carts.

Since launching in 2023, ezGIFT has soared from 5% to nearly half of GPS’ company revenue. In December, Proforma announced that GPS had closed a $12 million deal with “a top online entertainment brand.” Raucher’s personal sales skyrocketed 205% last year and now sits in the eight-figure territory.

“Not only have I been lucky enough to have this success with ezGIFT, but every member of our sales team has implemented programs with their clients,” Raucher says. “It’s been a great door opener for our team.”

But Raucher’s efforts to modernize GPS haven’t stopped with ezGIFT. He spearheaded major enhancements to the accessibility and functionality of GPS’ Passport technology, an internal and client-facing database housing more than 200,000 curated casino gift products. He also introduced artificial intelligence-driven solutions for data cleansing, product organization and image generation at GPS. The use of AI-generated product and lifestyle imagery, in particular, has enhanced client presentations, websites and marketing materials, and enabled the GPS team to significantly increase output and speed to market without additional staffing needs.

“Ultimately, my effectiveness comes from combining relationship building, accountability, communication and a willingness to rethink how problems can be solved,” Raucher says, who now serves as the CEO of GPS.

Propelling GPS’ growth has been undeniably meaningful to Raucher. Previously, he and his wife were living in Reno with no real plans to move back to Las Vegas. But as his parents, Steve and Donna, began discussing a succession plan for GPS with him, his wife’s company was looking for employees willing to transfer to its new Las Vegas office.. “It was wildly serendipitous and sometimes you just can't ignore the signs that life puts in front of you,” Raucher says.

Since then, he’s earned credibility with both internal stakeholders and clients while simultaneously injecting fresh ideas into an established family-owned business.

“Building sustainable team-first growth while honoring a family legacy,” he says, “is the accomplishment I value most.” – Danny Smith

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For Alex Diamond, relationships are everything.

While trying to figure out where she wanted to build a career, it was a conversation with one of her brother’s friends that landed her a sales job in the promo industry 13 years ago. She’s relied primarily on referrals and word of mouth to grow her book of business since joining BAMKO (asi/131431) in 2021. And it was a longtime connection that landed an introduction at her biggest client account – a friend’s husband had just started at a major firm and needed 100 custom patches for a project.

“That was it – that was what got my foot in the door,” says Diamond, a business development manager for BAMKO. “People feel comfortable enough to refer me to their colleagues, and that’s the biggest compliment that I think you could ever get.”

The strength of those relationships became especially clear during one of the toughest periods of Diamond’s life. She lost her father and uncle within weeks of each other in December 2024 – promo’s busiest time – and then started off the new year with her own health challenges, spending January in and out of the hospital.

Through it all, her BAMKO team offered her an immense amount of grace and support. Even more surprising was how much her clients showed up for her – whether it was flexibility with project deadlines or flowers at her door to show they were thinking of her. “They cared about me as more than just their swag vendor,” Diamond says. “They cared about me as their friend. It was so meaningful.”

Knowing she could lean on those relationships was what gave her the energy, excitement and confidence to return to her desk when she was able. It was a reminder of why she does what she does – and loves it.

Despite the challenges, she came back swinging, increasing her year-over-year sales in 2025 by 16%. A big part of that was laying the groundwork for a massive back-end tech solution for a new hire program within a single department of a large corporate account. It was a heavy lift all around, but BAMKO is already reaping the rewards as more segments of the company – ones it hadn’t worked with before – approach the company about the platform.

Diamond gets the most reward, though, by seeing her efforts play out in the real world.

“For me, there is no bigger compliment than when people are wearing your stuff out and about because they want to,” Diamond says. “They could have worn anything in their closet, but they picked the thing that you made for them.” - Hannah Rosenberger

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When tech giant Microsoft came to Imprint Engine (asi/190620) and inquired about introducing a global online store for Microsoft AI in 2025, Ryan Cady was simultaneously excited and overwhelmed. The project would require consistent branding and product alignment – and across five countries, no less.

“The challenge wasn’t just product selection – it was ensuring brand consistency while navigating regional sourcing, fulfillment logistics, duties and tax implications,” Cady says.

Undeterred, Cady, a 15-year promotional products pro who previously owned a distributorship with his brother, responded with a problem-solving ethos rooted in detailed planning and industry expertise. He built a model combining centralized brand standards with localized production and fulfillment. He identified matching or equivalent products across regions. He leveraged local manufacturing partners to reduce freight and duty exposure, and coordinated fulfillment across multiple warehouses. “Sales inevitably come with pressure,” he says, “but maintaining optimism and composure helps create stability.”

The Microsoft AI project’s launch continues to generate positive marks a year after its debut, a testament to Cady’s can-do attitude and commitment to results. “We can do products all day long,” Cady says. “It’s the solutions that drive me.”

In fact, the scalable onboarding systems created by Cady at Imprint Engine have strengthened its client success strategies and worked to ensure clients see measurable ROI from their branded merchandise programs. Those efforts have improved retention and sparked deeper relationships at the Minneapolis-based firm. “Sustainable growth doesn’t come from chasing the next order. It comes from consistently creating value, solving problems and earning trust over time,” says Cady, who has grown his sales over 90% since 2023.

Imprint Engine CEO Caleb Gilbertson calls Cady “a natural-born salesperson.”

“He has a high depth of understanding of how the industry and our business works and is able to execute with respect and passion for our customers,” Gilbertson says.

Cady demonstrates initiative in a variety of ways. He runs a real estate investment firm with his wife, purchasing multifamily properties. And as Imprint Engine’s vice president of growth, he’s invested heavily in mentoring a growing sales support and client success team while also improving cross-functional collaboration at the company. Those collective efforts position Imprint Engine to continue its ascent without sacrificing service quality.

“As our accounts grow and onboard larger enterprise clients while our internal team expands, the demands on time increase significantly,” he says. “I care deeply about being present – for clients, for my team and for strategic initiatives – and balancing those priorities requires constant refinement.” – Danny Smith

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When Gloria Barker, owner of Barker Specialty (asi/132690), hired Heather Reinhard 23 years ago as an administrative assistant, few could have predicted her rise to a top salesperson managing promotional marketing programs for Fortune 100 companies. Taking on a wide range of responsibilities early in her career proved invaluable. “I did a little bit of everything in the beginning, which really set the groundwork for things to come,” Reinhard says. “I became very familiar with how the company operated and what the demands were.”

That experience included learning the many nuances of steering an order from a sale to successful delivery. “This business appears to be easy, yet there are so many issues that can potentially arise,” says Reinhard. “I find that’s where I thrive, on overcoming obstacles under the pressures of strict deadlines.” Eager for the challenge, she asked Gloria Barker for the opportunity to move into sales. Reinhard quickly displayed a natural talent, and along with encouragement and guidance from current company president Gerry Barker and other salespeople, has become not only an elite rep, but also a sales director who now mentors others. “One of my greatest accomplishments was tackling an RFP for a Fortune 100 company early on and winning that account,” Heather says. “To this day, we still work with that company.”

Reinhard’s success comes down to putting people first. Her approach is simple: Focus on real solutions, not just making a sale. She takes the time to understand what her clients need – whether it’s a new brand launch, a recognition event or marking an important milestone. Every order is a matter of trust. She won’t sell anything she hasn’t tried herself, and her honesty stands out.

“Heather has so many wonderful traits: kind, compassionate, sensitive, caring and empathetic,” says Gerry Barker, the president and second-generation leader of the distributorship, the 2022 Counselor Family Business of the Year. “With her optimism, diligence and confidence, Heather is the paragon of an exceptionally successful account professional.”

Those qualities were on display when, during the height of the pandemic, Heather found a way to help a global company welcome new remote employees. She organized onboarding kits by identifying similar products across more than 50 countries and worked with local partners to assemble and deliver everything. This project brought people together and kept them connected during a tough time.

“I just enjoy engaging with people, and I like to take care of people,” she says. “I’ve always been a great listener and it’s easy for me to get to know people.”

Even with the demands of managing large accounts, Reinhard manages to balance her busy work schedule with family and personal time, including going to the gym, cheering on her son’s football games and watching her daughter’s college soccer matches. One of the best aspects of her job, says the avid skier, is that “I can still work from a ski lift!”

For anyone new to the promo world, Reinhard has some sound advice. “Be responsive, be diligent and act with a sense of urgency,” she shares. “Most importantly, acknowledge every customer email as quickly as possible.” – Aimee Cook

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Bobby Hazan never thought for a million years he’d find himself in the “family business.” Though his father, Joe, is the founder and president of Counselor Top 40 distributor Overture Promotions (asi/288473), as a kid Bobby thought promo was just something his dad did that provided fun giveaways like Frisbees and other products.

But after majoring in accounting and spending a decade as an options trader, he found himself looking for a career change in 2014. “I was just like, ‘You know what, let me give this promotional products world a spin,’” he says.

Even though his dad could teach him the tricks of the trade, he still had no customers. He leveraged existing relationships to land his first client: a student housing company run by his previous employer. From there, his book of business has exploded, with seismic sales built with major companies like American Airlines and a strategic focus on business that yields higher order values and stronger returns.

“At the time, none of the internal workgroups at American had any obligation to work with Overture, nor did they know who we were,” Hazan recalls. But his relentless relationship building helped him get in front of the right people. So did his bold, go-for-it attitude, which led him to crash American’s annual leadership conference. With the event taking place the week before the Super Bowl, Hazan produced football-themed koozies and handed them out to bartenders just before cocktail hour. They were an instant hit. He then worked the room, reconnecting with existing contacts while making plenty of new ones. “Was I invited?” Hazan asks rhetorically. “Let’s just say I found my way in. It was unconventional, yet effective.”

Hazan’s background as a trader has served him in his new role, giving him a “quantitative” perspective and approaching workflows the way he once approached finances. “The predictability that enhances my ability to do this is a function of our impeccable client retention,” he says. “Each team member has clearly defined clients and roles. Who works with whom isn’t happenstance – it’s by design.”

But don’t think of Hazan as a humorless spreadsheeter. Known as “Fun Bobby,” Hazan focuses on forging relationships while keeping the process engaging and lively. “I bring positive energy to every interaction, smile easily and connect very naturally with people,” he says. “Promo should be an enjoyable part of a company’s brand expression.”

Now 11 years into his second act in promotional products, Hazan has had plenty of jobs that stand out as successful. But one that stands out was when he brought a boutique chocolatier called Compartes in California to his partners at American Airlines and AAdvantage.

“Together, we flew them to LA to meet him and verify his capabilities in person,” Hazan says. “We were the first three people to make chocolate in his new expanded facility. The fourth was actress Ellen Pompeo. While we were there, they were making custom chocolate for Tom Brady and Giselle.” The collaboration for American yielded a fully customized four-bar chocolate set – each bar a unique flavor representing a flagship city of the airline from four different continents.

Calling himself a “mentor, not a micromanager,” Hazan lauds his seven-person sales team. “It’s a true meritocracy,” he says. “My team works hard, collaborates effectively and consistently delivers exceptional service.” With generous compensation and a sense of pride and ownership, turnover is virtually nonexistent. “I believe one of the most critical drivers of success is continuity – the same team members building synergy with the same clients year after year,” Hazan adds. “These aren’t short-term wins. They are long-standing partnerships, built deliberately and maintained with care. This is why both client retention and team retention are foundational pillars of my business.” – Brendan Menapace

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An integrated advertising agency came up with a clever – but last-minute – holiday promo campaign for Southwest Airlines. The project involved 700 custom Advent calendars sent out to influencers, in conjunction with 8-foot-tall calendars stationed at Southwest hubs and packed with a slew of custom goodies to give out to travelers in December.

The catch? Because it was a last-minute pitch to the airline, The Infinite Agency only had about four weeks to bring the vision to life. Luckily, the team knew exactly who to call to get the job done. Dave Crucefix, vice president of business development at City Paper Company (asi/162267), was able to work with an overseas supplier partner to source gifts that included luggage tags, beanies, passport holders and even a custom hand-painted glass ornament shaped like a Southwest airplane.

The influencer packages were kitted in a high-end box with magnetic closure and a spot foil embellishment. And because of the tight deadline, Crucefix says, each item had to be approved remotely via photo, rather than through physical proof, adding to the high stakes of the situation.

The Infinite Agency and their airline client were overjoyed with the results. “It was a tough one,” says Tierra Carr, experiential producer with The Infinite Agency. “Dave texted, called and emailed around the clock to meet all of the deadlines, and with a positive attitude.”

Adds Megan Weadon, director of experiential for the agency: “He cares deeply about details and making sure his clients are set up for success, and he makes it clear that he has a personal stake in ensuring quality and timeliness of an order.”

Those are just a few of the positive traits that define Crucefix’s success. An industry veteran with a quarter century of experience, Crucefix has grown his sales 136% since 2023. “He’s the definition of a seasoned professional whose influence has shaped both our internal culture and our long-term success,” says Maggie Wright, vice president of sales and marketing at City Paper.

Key to Crucefix’s achievement, Wright adds, is his extensive professional network “built on years of trust, reliability and integrity.”

In fact, it was that very network that helped Crucefix transform what could have been a dire 2025 into a banner year. He lost a $2 million account after a client hired an employee keen to overhaul its e-commerce and promo programs, bringing in all-new vendors. “We weren’t even allowed to participate in the RFP,” Crucefix recalls. “That’s the rub, and then the bigger rub is that she left six months after everything was put in place.”

Rather than dwell, however, Crucefix leveraged other irons in the fire, and ended up growing sales by nearly 40% last year. One of his former clients was hired at Chewy, the popular online retailer of pet products, and Crucefix, as is his wont, had kept in touch.

When Chewy got into a jam with their regular printer, City Paper was ready, willing and able to swoop in and fast-track the print job at the last minute. “I think we turned the whole thing, front to back, in like five days,” Crucefix says.

That stellar performance helped City Paper get set up as a regular Chewy vendor. “It just ballooned from there,” Crucefix says. “Now, we manage pretty much everything for them: the print, the promo and e-commerce for multiple divisions. I deal with upward of 80 people at that organization at this point.”

Whether it’s a tight turnaround, very specific branding elements or a “weird request for quirky items,” Crucefix “just makes it happen,” says Tatum Deitrich, senior marketing manager at Chewy. “You can tell Dave and City Paper really care about the relationships they’re building with their clients, versus just the dollars being spent.” – Theresa Hegel

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On the heels of a successful 2024 Black Friday promotion, representatives from Lowe’s Home Improvement turned to Matt Poel, senior account executive at MadeToOrder (MTO, asi/259540), and shared even more ambitious plans for 2025. After nine months of planning and three months of kitting, fulfillment and change orders, Poel helped make the North Carolina-based company one of Black Friday’s biggest winners last November.

Social media showered Lowe’s with praise for its high-impact giveaway, which attracted long lines to the retailer’s doors and generated millions of positive impressions online. The first 50 members visiting each of the national retailer’s 1,700-plus stores received one of Lowe’s iconic 5-gallon buckets filled with discounts and goodies, including a bucket-shaped Lowe’s coffee mug. One bucket at each store also included a golden ticket awarding a free appliance to one lucky winner.

“Some of the golden ticket winners were in tears because that prize was so meaningful,” recalls the San Diego-based Poel, who has spent 25 years in the promotional products industry, the last 20 with MadeToOrder. “I enjoy the intensity of these large projects and then seeing them have impact in the market.”

Poel has made it a habit of generating attention for clients. For more than 15 years, he’s helped steer the reusable bag program at Foodland. The Hawaiian grocer’s colorful, locally inspired bags remain a fixture on the islands as well as the U.S. mainland as both a trendy status symbol and fun collectible. Some of the chain’s limited-edition bags have stirred a frenzy upon release and even filled online secondary markets at significant markup.

“Matt sets the standard as a true, cold-blooded merch killer,” says Lori Bostdorff, a fellow senior account executive at MTO. “He’s a force to be reckoned with – consistently trusted with massive projects and executing them flawlessly every single time.”

Last year, Poel’s annual sales soared 88% – even as he devotes time to mentoring less experienced reps by sharing what’s worked for him and growing their confidence. Stephanie Hinkle, director of marketing and vendor partnerships for MTO, attributes Poel’s success to his strong understanding of product development and execution, which has made him a trusted extension of his clients’ teams.

“Matt gets involved early, embeds himself deeply into client marketing initiatives and takes full ownership of every aspect of a project – from initial planning through execution and delivery,” Hinkle says. “He understands how to bring custom programs to life at scale and ensures each solution aligns with the client’s goals, timelines and brand standards.” – Danny Smith

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Imagine skiing down a mountain dressed as a popcorn bag, only to be swarmed by crowds of people eager for free snack samples once you reach a giant inflatable pop-up stand.

That’s exactly the stunt David Kennealey, owner of BrandHero Promotions, an affiliate of Geiger (asi/202900), performed as a college intern decades ago. That initial internship helped him land a marketing job at Smartfood/Frito-Lay, which led to marketing and management positions at Dunkin’ Donuts and Hasbro – jobs he never even had to apply for. Kennealey credits luck and his proclivity for being in the right place at the right time, but that’s only part of the story. It really came down to his hustle and do-whatever-it-takes attitude that set him on the path to becoming a promo dynamo and profitable solopreneur.

So how did Kennealey make the transition from a career in consumer-packaged goods marketing to promotional products? “I had three small kids, a wife and a mortgage,” Kennealey explains. “I was in the office every day from 6:30 a.m. until 6:30 p.m. Then I’d go back online once the kids were in bed. I had no life outside of work.” Kennealey was a regular buyer of promo products, and the Geiger rep he bought through told him that promo would allow him to make more money while having a better work-life balance. Kennealey went to work for him. “I had no book of business, but he believed in me and I worked under him for six years,” Kennealey adds. “Then I started my own distributorship as a Geiger rep. It was scary – my wife thought I was crazy – but my mentor helped me set up BrandHero Promotions and I’ve been on my own representing Geiger for 14 years.”

Over the years, Kennealey has become a respected industry voice and distinguished presenter on topics such as consultative selling and opportunity development – skills he honed over decades of marketing, sales and leadership positions. He was the Geiger Sales Rookie of the Year in 2005, as well as a previous Counselor Distributor Salesperson of the Year finalist. Kennealey’s creativity and ability to build lasting relationships have served him well in his career, contributing to 12% year-over-year growth in 2025 and more than 20% growth year to date.

“David’s recognition reflects over two decades of consistent performance, strong client relationships and the respect of his peers,” says Geiger VP of Marketing Stephanie Whitman. “He’s a trusted collaborator across the Geiger network, and his clients benefit from his creative perspective and deep understanding of their needs.”

Kennealey thrives on challenges; as an only child, he’s never been one to accept “can’t be done” as an answer. “My passion lies in partnering with clients, understanding their goals and contributing to their growth by providing insightful support and innovative ideas,” he says. “One testament is I’ve made only one cold call in my 20 years in this industry. My business growth is 100% organic via referrals and clients moving to new companies.”

Kennealey’s customer base spans a wide range of markets, including healthcare, insurance, technology, banking and agriculture. “My ideal clients tend to be mid- to large-sized companies that fly under the radar or what I affectionately call ‘non-sexy’ clients,” he says. “They may not be household names, but they have significant needs and present fantastic opportunities for meaningful partnerships. That said, I’m fortunate to also work with some well-known organizations.”

In the past nine years since Kennealey was last a finalist, he has deftly maneuvered his way through a pandemic, record-high inflation and ongoing tariffs. How can others learn from his accomplishments? “My best advice is to truly love what you do and let your passion show,” he says. “This genuine enthusiasm resonates with clients and helps build trust, which ultimately wins business. Most importantly, be consistent. Many salespeople push hard for a month or two and then back off, but success comes from sustained effort. Hold yourself accountable and keep the momentum going, even when it gets uncomfortable. It’s in those challenging moments that the magic truly happens.” – Joan Chaykin

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After 20 years as a stay-at-home mom, Kerry Harrison took a step into something new. A friend who ran Fully Promoted Overland Park (asi/384669) introduced her to the opportunity, and Harrison joined the company in a part-time role to help out. Eight years later – with no prior sales training – she’s a million-dollar seller and a one-woman show.

Harrison prides herself on listening closely and helping customers figure out what truly works for them. She offers honest guidance and maintains a down-to-earth approach. Her accessibility is exceptional, and she responds quickly to texts and emails – even on nights and weekends.

“Knowing my customers and knowing what they need and not needing to ask a lot of questions is one of my strengths. They know I’ve got it,” shares Harrison, who became the sole employee for the Kansas City metro area Fully Promoted affiliate after her friend departed. “Being an effective communicator is also very important; sometimes people don’t know what they want.”

Her approach has paid off. Harrison doesn’t cold-call; clients come to her instead. This year, two of her largest clients moved their business from major online vendors to Fully Promoted because they trust Harrison to get things done right. “I like knowing that I can handle everything that I do,” she says. “It isn’t always easy, but it’s an accomplishment to know that I can.”

Each December, she organizes employee gifts for her top clients – a project she works on throughout the year. Kerry enjoys seeing these plans come together and making sure people in the community feel appreciated. Another example of her people-centric approach? She has a knack for remembering names and faces, even after just one meeting. That small gesture helps people feel welcome each time they interact with her.

“Kerry’s responsiveness, personal connection and product expertise create an experience that keeps customers coming back and positions her as a trusted, standout professional within the promo industry,” says Andrew Titus, president of United Franchise Group (the parent company of Fully Promoted) and a member of the Counselor Power 50.

A skilled discerner of style and color, Harrison faces the challenge of finding unique products by staying ahead of trends and actively seeking out innovative suppliers. She loves attending industry trade shows, where she can see all the new and creative products firsthand.

Outside of work, Harrison leads a full and joyful personal life. She has been married for 30 years and cherishes her close-knit family, which includes three children and a granddaughter, along with two dogs and an 18-year-old cat. She enjoys spending time outdoors, including boating and relaxing at her lake house.

To other reps, Harrison’s advice is clear and practical: “Know the brand and get to know your customers. A little personal touch goes a long way!” – Aimee Cook

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