#43 Bill Gossman

Staples Promotional Products (asi/120601) – Senior VP, Head of SPP

2025 Rank: NR

Industry Experience: 20 years

Previous Appearances on Counselor Power 50: 0

A nearly 20-year veteran of Counselor Top 40 distributor Staples Promotional Products (SPP, asi/120601), Bill Gossman was tapped in February to lead the industry’s third-largest distributor after the departure of SPP President Daron Hines. “Over the years, I’ve had the opportunity to lead different parts of this business, so I came into the role with a lot of experience to draw from,” says Gossman, who previously served as vice president of customer experience and makes his debut this year on the Counselor Power 50. “At the same time, I’m still learning every day about our customers and how we can serve them better. The more I learn, the more opportunity I see. I’m excited about our potential.”

As a company and industry insider who brings institutional knowledge and wide-ranging expertise, Gossman has worked closely alongside leaders in retail and promo merchandise and across operations, supply chain, customer experience and strategy. This has given him a depth of perspective for dealing with complex issues and focusing us on what matters most.

“What I appreciate about Bill’s approach is the energy he creates around what’s possible. He encourages us to think differently.” Cathy Ward, Staples Promotional Products (asi/120601)

Fellow Counselor Power 50 member Brittany David of Counselor Top 40 supplier SnugZ USA (asi/88060) adds that Gossman, as leader of “one of the largest and most successful distributors in our industry, is the head of the organization championing growth and innovation in technology. Staples was a huge partner for FIFA this year with the World Cup and many of their sponsors, so his organization created major exposure for those brands and FIFA through storytelling with merchandise.”

Gossman was with Corporate Express when Staples purchased the company in 2008. Since then, he’s led teams across merchandising, procurement, logistics and customer experience – most recently guiding efforts in workflow digitization and sales enablement. Gossman takes pride in the firm’s sustainability efforts and investment in technology, and tapping into more of what Staples can bring to the table for customers.

“What excites me is what that makes possible,” he says. “We’re becoming a better partner, helping customers bring their brands to life in ways that matter.” When it comes to dealing with current conditions, Gossman notes that “our customers are being asked to do more, and they expect more from their partners. That challenges us to keep getting better, too. For us, it’s about making things easier for our customers and helping them get more from their partnership with us. When we do that, we all win together.”

Cathy Ward, SPP’s senior director of strategic project management, admires Gossman’s leadership. “What I appreciate about Bill’s approach is the energy he creates around what’s possible,” she says. “He encourages us to think differently about what we can do for our customers and gives people the space to bring ideas forward. That creates opportunities for our team to grow in new ways while continuing to improve how we show up for customers.”

Gossman says his top professional goal for 2027 is helping SPP’s customers succeed. “We have great people and a lot of opportunity in front of us,” he adds. “My job is to give our team what they need to be successful and create an environment where they can do their best work for our customers.”