Carleen Gray named ASI 2025 Counselor International Person of the Year

The Advertising Specialty Institute (ASI), a technology, marketing, and information provider in the promotional products industry, recently announced that Carleen Gray, CEO of STAHLS’, was named the 2025 Counselor International Person of the Year.

Counselor Awards recipients were honored July 23 at a ceremony at the McCormick Place convention center during ASI’s annual Chicago trade show. Profiles of the industry leaders, humanitarians, and family businesses chosen for a Counselor Award are now live here. ASI has honored Counselor Awards recipients annually since 1964.

“It’s an honor to celebrate the bold thinkers, creative forces, and resilient leaders who help this industry thrive,” said Timothy M. Andrews, ASI president and chief executive officer. “Their determination and imagination continue to propel us all forward.”

The International Person of the Year award recognizes a global leader who has driven meaningful growth, innovation, and collaboration in the promotional products marketplace. Gray, a Counselor Power 50 leader, is said to have transformed STAHLS’ into a unified international power player, reshaping the company from what was once known as “the letters-and-numbers people” to a global leader in decoration technology serving over 100 countries. She began her journey at STAHLS’ more than 35 years ago in customer service and rose through the ranks, becoming CEO in 2018 as the first internal hire to reach that position.

Under Gray’s leadership, STAHLS’ completed a strategic global realignment in 2023, unifying its U.S. and European operations under one brand with consistent product offerings, R&D, and marketing for seamless international reach. A major milestone came in October 2023 when STAHLS’ acquired Fulfill Engine, a software company specializing in order fulfillment, e-commerce integration, and print-on-demand, and officially launched it globally in June 2024 to empower decorators and suppliers with scalable, technology-driven solutions.

Gray has also driven brand recognition through bold marketing campaigns and the launch of the inaugural Print on Demand Conference in Chandler, Arizona, bringing together industry leaders from around the world to discuss trends, challenges, and innovation. She is also actively involved with the Global Executive Network Women’s Leadership Committee, helping to boost female participation at international promo conferences.

“Carleen is a true visionary,” said Martin Borley, executive managing director of STAHLS’ U.K. and Europe. “Her ability to see the bigger picture while still managing the fine details of our global strategy is unparalleled. She’s been instrumental in unifying our international efforts and aligning them with a modern, forward-thinking approach that reflects both innovation and respect for our heritage.”