The Advertising Specialty Institute® (ASI) has named Carleen Gray, CEO of STAHLS’, the 2025 Counselor® International Person of the Year.
The award recognizes a global leader who has driven meaningful growth, innovation, and collaboration in the promotional products marketplace. Gray received the honor during a ceremony at ASI’s annual Chicago trade show on July 23 at McCormick Place. Profiles of all 2025 Counselor Award recipients are available at asicentral.com/awards.
Gray, a Counselor Power 50 leader, has been instrumental in transforming STAHLS’ from its roots as “the letters-and-numbers people” into a unified international force in decoration technology, serving more than 100 countries. Starting her career at STAHLS’ over 35 years ago in customer service, she became the company’s first internal hire to be named CEO in 2018.
Under her leadership, STAHLS’ completed a global realignment in 2023, unifying its U.S. and European operations under one brand with consistent product offerings, R&D, and marketing. In October 2023, the company acquired Fulfill Engine, a software company specializing in order fulfillment, e-commerce integration, and print-on-demand (POD), officially launching it globally in June 2024.
Gray also spearheaded high-profile marketing campaigns and launched the inaugural Print on Demand Conference in Chandler, AZ, bringing together international industry leaders to discuss trends, challenges, and innovation. She actively supports the Global Executive Network Women’s Leadership Committee, promoting greater female participation at global promotional events.
“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.
