#37 Heather Smartt

Goldstar (asi/73295) – Global Head

2025 Rank: #40

Industry Experience: 20 years

Previous Appearances on Counselor Power 50: 2

Heather Smartt, global head of Counselor Top 40 supplier Goldstar (asi/73295), glides up three spots on this year’s list following promo sales growth of over 9% last year and greater influence as noted by both the industry and her Counselor Power 50 peers. Smartt and her team have certainly been busy this year – implementing a major update to the company’s pricing structure, launching a new website experience and opening a fulfillment center. “I’m really pleased with the progress we’ve made and how these changes are helping us create a streamlined experience for our customers while positioning the business for long-term growth and evolution,” Smartt shares.

It’s been two years since Smartt steered Goldstar through a rebrand focused on simplicity, and that approach is still at the forefront of her mind. “Our brand feels like it has new life and truly matches the beliefs of our company,” she adds. Moving into 2027, product innovation and expansion are top priorities, Smartt says – especially in Goldstar’s core writing instruments category, its SimpliColor full-wrap decoration collection and its Essentials line of basics. Sustainability, too, remains a crucial feature for customers.

“There’s still a lot of work ahead of us,” Smartt says. “But we’re definitely on a growth track, and I’m excited about what’s next.”