#26 Chris Lee

Brand Addition (asi/202515) – CEO

2024 Rank: #32

Industry Experience: 24 years

Previous Appearances on Counselor Power 50: 6

Chris Lee rises six spots on this year’s Counselor Power 50 – a recognition of his leadership with one of the largest global distributors Brand Addition (asi/202515), and also the increasingly hands-on role he’s played in the U.S. market, especially since becoming president of industry technology service provider Facilisgroup in 2023. Lee is also CEO and an executive director of parent company The Pebble Group.

Lee notes that top achievements this year include “taking our key relationships to a new level, which deepens trust, and keeping us committed to each other over the long term.” Pebble Group’s half-year revenue this year declined 4% year over year, which the company in a trading update attributed to softening in existing client spend that was offset partially by new contract wins the previous year and 18 new partners added by Facilis. “An uncertain macroeconomic climate can put short-term budgets under pressure,” acknowledges Lee. “This is reflected in the spend of our end-user marketers. Accepting these short-term fluctuations rather than being obsessed by them helps keep a clear head for better decision-making.”

Lee is keeping both companies moving forward with an emphasis on technology and sustainability (including an EcoVadis Gold rating in 2024). “At the heart of our success is technology and people,” Lee says. “Therefore, ensuring we evolve our technology stack and insights remains key. Equally, the importance of relationships and continually listening and learning from those around us will shape our direction.”