#29 Tej Shah

Overture Promotions (asi/288473) – CEO

2024 Rank: NR

Industry Experience: 15 years

Previous Appearances on Counselor Power 50: 0

For Tej Shah, 2025 has been a year of firsts. He and his company, Counselor Top 40 distributor Overture Promotions (asi/288473) faced unprecedented business pressures due to rising tariffs and global supply chain volatility. In July, he took over the role of CEO, succeeding Jo Gilley and leading the team through an unpredictable economic landscape while transitioning into the top job at the company.

Now he makes his Counselor Power 50 debut as Overture has achieved 20% growth year to date – a number Shah says is reflected in the strength of the distributor’s client relationships and the team’s ability to adapt quickly without sacrificing quality.

Shah may be new to the list, but he’s certainly not new to Overture’s clients and supplier partners, having spent 15 years at the company, including most recently as the head of global sales and marketing. Before coming to promo, Shah was the founder of WeRemember, a digital database that stores the location of insurance policies, bank accounts and other important information. (His venture was later acquired by Ancestry.com.) A former BusinessWeek Top 25 Under 25 nominee, he’s eager to excel in his new role and help Overture Promotions continue on its road to success.

“We’re laser-focused on customer experience, creating merch programs that feel as personal as a boutique agency but operate with global precision and scale,” he says, adding that the company is investing heavily in global expansion, technological enhancements and AI-driven tools. “My goal is to create a ruthless focus around the business priorities that matter most.”

For Shah, the transition into the C-Suite has been both energizing and humbling.

“I’m truly fortunate to have a world-class senior leadership team that’s smart, driven and fully aligned on where we’re headed, which has made the transition remarkably smooth,” he says. “There’s a surreal feeling that comes with leading a company you’ve grown up in, but also a ton of excitement about shaping what’s next.”