ASI has promoted longtime sales and marketing leader Matt Barnes to chief commercial officer.

In the new position, Barnes will be responsible for overseeing all of ASI’s sales, marketing and member success initiatives, with an eye toward deeper engagement through ASI’s customer-facing operations.

“Strong customer relationships have always been at the center of everything we do at ASI,” said Barnes. “I’m honored to take on this role and excited to work even more closely with our members. The best ideas often come directly from them, and I want to make sure their voice continues to shape where we go next.”

Matt Barnes, chief commercial officer at ASI

As ASI’s CCO, Barnes will focus on understanding customer needs to better shape ASI’s overall strategy, products and services. He will continue reporting to ASI CEO Ashish Mittal.

“When I joined ASI, one of my first priorities was meeting with employees, customers and industry partners to better understand the company and the market we serve,” said Mittal. “Matt’s name came up again and again. People trust him. They respect his perspective. Most importantly, they know he cares about their success. That perspective will be invaluable as we continue evolving our business and strengthening the experience we deliver to our members.”

Barnes joined ASI as vice president of supplier sales in 2015. Since then, he has held a variety of leadership positions, including as vice president of publishing and media services, senior vice president of supplier sales and marketing and, most recently, as executive vice president of ASI and ASI Show, a position he has held since 2023.

Prior to his career at ASI, Barnes served as president of the Australian business owned by the Cohn family, which has owned ASI since 1962. He also spent more than a decade with the North American Publishing Company, ultimately ascending to group president and publishing director in the promotional products division.