ASI names new CEO

ASI has named Ashish Mittal as CEO, effective April 1. With extensive experience scaling technology-driven companies and leading marketplace networks, Mittal is set to lead ASI into its next phase of innovation and growth, company executives said.

Mittal succeeds ASI President and CEO Tim Andrews, who is retiring from the company on March 31 after 23 years.

As Mittal assumes operational leadership of ASI, the Cohn family continues its long-term stewardship of the business. Third-generation siblings Matthew Cohn and Stephanie Cohn Schaeffer now serve as co-chairs of the ASI board, while longtime Chairman Norman Cohn transitions to the role of chairman emeritus.

Mittal, who grew up in a family business, understands the culture, relationships, and long-term mindset that define organizations like ASI, the company said. Most recently, he served as president and chief operating officer of Sticky.io, a subscription management and payments technology platform. During his tenure, he launched new AI-powered products and drove significant growth while leading cross-functional teams across sales, product, engineering, partnerships, and client success.

Earlier in his career, Mittal held strategic leadership roles at Gopuff and at ShopRunner, where he helped build a two-sided commerce network linking major retailers with millions of consumers.

“In Ashish, we found a leader with the experience, judgment, and energy to guide ASI into its next chapter,” stated Matthew Cohn. “He understands how technology platforms grow, how marketplace networks create value for both sides and, most importantly, how to lead organizations that depend on trust, relationships and long-term thinking.”

Stephanie Cohn Schaeffer explained Mittal’s background in scaling technology companies makes him well-suited to help advance the company’s mission while maintaining its strong commitment to members.

“Ashish combines operational discipline with entrepreneurial thinking,” she remarked. “He leads with genuine care for people and an unwavering commitment to serving customers first. His experience leading innovative technology companies will help ASI continue to evolve while staying firmly focused on serving the needs of our members across the promotional products industry.”

Mittal said he was drawn to ASI because of its leadership role in the market and the strength and resilience of the promo industry.

“ASI occupies a unique and essential position in the promotional products market, and I’m energized by the opportunity to deepen relationships with our members through technology, insights, and community,” Mittal said. “What impressed me most is the passion of the people who make up this industry and the Cohn family’s decades-long commitment to support them. I’m honored to join ASI and look forward to building on the strong foundation already in place.”

Mittal’s connection to the promo products world also has a personal dimension. In high school, he would regularly buy swag from his future mother-in-law, who was an ASI member at the time. The experience gave him an early window into the industry and an appreciation for the power of promotional products.

“In a world where AI can generate anything, the things you can actually hold — that bear a brand, that tell a story — have never mattered more,” Mittal said.

A Philadelphia-area native, Mittal lives in the region with his wife, Kristine, and their two children.

Norman Cohn, who served as ASI chairman for decades and is widely regarded as an instrumental figure in building the modern promo industry, said the leadership transition reflects a natural evolution.

“I’m proud to see ASI enter this next chapter with Ashish as CEO and Matthew and Stephanie formally stepping into their roles as co-chairs,” Norman Cohn stated. “So many of the businesses in the industry are family businesses just like ours – and for me, seeing our continued commitment to the industry and having the next generation of our family lead ASI forward reflects the strength of the foundation we’ve built and the bright future ahead.”

Executives at ASI note that its strategy and operations remain unchanged as the company enters this next phase of leadership, with a continued focus on helping members grow and succeed in the $27.7 billion promotional products industry.