#40 Heather Smartt

Goldstar (asi/73295) – Global Head

2024 Rank: #36

Industry Experience: 19 years

Previous Appearances on Counselor Power 50: 1

Heather Smartt, global head of Counselor Top 40 supplier Goldstar (asi/73295), says 2025 has been “transformational” for the company. Between driving a complete global rebrand in just five months, acquiring an Australian supplier, achieving a Bronze recognition from EcoVadis and launching SimplyGlobal, a promo ordering solution for multiregion orders, Smartt and her team have certainly been busy.

With that, Smartt makes her second appearance on the Counselor Power 50. She drops four spots on the list after Goldstar experienced double-digit sales declines in 2024, but Smartt is proud of how her team has handled tariff uncertainty and the changes from the rebrand with dedication and creativity. Looking ahead, she hopes to continue investing in that team – which is always “the best long-term strategy,” she says – as well as leaning further into the supplier’s sustainability and ESG initiatives, including transparency. And continuing the focus on the theme of Goldstar’s rebrand – simplicity is also key. “I want to expand the idea of ‘simplicity,’ so it benefits both our customers and our people,” Smartt says. “That means making it easier to do business with us, while also improving how we work internally.”