#44 Sandy Gonzalez

MadeToOrder (asi/259540) – CEO

2023 Rank: NR

Industry Experience: 41 Years

Previous Appearances on Power 50: 2

After a one-year hiatus, MadeToOrder CEO Sandy Gonzalez is back on this year’s Counselor Power 50 list, thanks in large part to MTO’s recent merger with fellow distributor RED Promotions, which was ranked fourth on this year’s Counselor Best Places to Work list. The two West Coast firms joined forces over the summer, with RED Promotions now doing business as “A MadeToOrder Company,” and they’re forecasting a combined revenue of $30 million this year. Since the acquisition, Gonzalez shares that the primary focus has been on refining operational processes to ensure a successful merger and efficiency across the board. The teams from both firms are also working on aligning their go-to-market strategies, marketing efforts and overall company vision to close out 2024.

“As we look ahead to 2025, our goal is to kick off the year as a fully integrated team with clear objectives,” Gonzalez says. “We’re also exploring new growth opportunities that leverage the strengths of both organizations.”

Counselor’s 2021 Woman of Distinction and a promo industry veteran, Gonzalez has a long-held commitment to female leadership and peer mentoring. She’s been with MTO since 2000, taking over the top C-Suite spot in 2019 and continuing the distributor’s status as a certified Women-Owned business.