BEL USA, the parent company of Counselor Top 40 distributor DiscountMugs.com (asi/181120) and Counselor Best Place To Work BEL Promo (asi/39552), has named Diego Abril chief executive officer.

Abril has more than 20 years of experience in financial and operational leadership across global consulting firms and private equity-backed businesses. He was most recently CEO of writing instrument company A. T. Cross (asi/39552), where he led a successful transformation focused on growth, profitability and operational excellence, BEL USA said.

Diego Abril, BEL USA

“We’re excited about the fresh perspective and energy Diego brings to the organization and are looking forward to what’s ahead under his leadership,” said Alan Tabasky, chief supply chain officer of BEL USA and president of BEL Promo.

Former BEL USA CEO Sai Koppaka, Counselor’s 2020 Technology Executive of the Year, is no longer with the company. He’s moved on for personal reasons and to pursue new opportunities, the company said.

“We’re confident Diego will help guide BEL USA through its next chapter of innovation and growth.” Alan Tabasky, BEL USA

Holding an MBA from Stanford, Abril’s past roles include being an associate partner at Bain & Company, vice president of strategy and corporate development at Sanford Management, engagement manager at McKinsey & Company and a senior associate at Booz & Company.

At A. T. Cross, Abril was responsible for driving strategic direction. According to Abril, the company achieved positive earnings before interest, taxes, depreciation and amortization for the first time in a decade under his leadership. It also increased year-over-year revenue by 25%.

“We’re confident Diego will help guide BEL USA through its next chapter of innovation and growth,” Tabasky asserted.

Based on estimated 2023 North American promotional product revenue of $172.3 million, DiscountMugs.com ranked 17 on Counselor’s most recent list of the largest distributors in the industry.

In February, Counselor Top 40 distributor iPROMOTEu (asi/232119) named BEL Promo its “Breakout Supplier of the Year.” BEL Promo Managing Director Susan Lewandowski ranked 42 on Counselor’s Power 50 list of the most influential people in the industry.