ASI announced this week that it has hired Nikki Stella, a recognized leader with a notable track record in the promotional products space, print and technology industries, as its senior vice president of strategic relationships and initiatives.

In her new role, Stella will report to ASI president and CEO Tim Andrews, and will collaborate closely with ASI’s President’s Council and senior leadership team to identify growth opportunities and strengthen member value.

Nikki Stella has joined ASI as senior vice president of strategic relationships and initiatives.

“Nikki’s track record of innovation and her deep relationships across the promo, print and media industries make her an incredible addition to ASI’s leadership team,” Andrews said. “Her experience leading technology-enabled distributor networks and fostering success through collaboration aligns perfectly with ASI’s vision to be the industry’s indispensable technology partner.”

Stella’s career highlights include serving as CEO of U.K.-based Altitude Group and its U.S. distributor company, AIM Smarter (asi/522700), where she spearheaded the company’s technology-driven expansion to strengthen distributor engagement and deliver revenue and profitability increases. Before joining Altitude Group, Stella spent more than a decade at NAPCO Media (now part of PRINTING United Alliance), where she rose to multiple leadership roles, including group president of Promo Marketing – now ASI Media’s Print & Promo Marketing Group following the strategic partnership agreement with the Alliance in 2024.

During her time at NAPCO Media, Stella drove new revenue streams and engagement opportunities with live events, and developed new media initiatives and products.

“Throughout her career, Nikki has demonstrated a rare combination of strategic thinking, creativity and genuine care for the industry’s success,” Matthew Cohn, ASI vice chairman, said. “Her expertise will help ASI continue to expand its reach, form new alliances and deliver even greater value to our members.”

Stella, who has been named to Counselor’s Power 50 list of the industry’s most influential people – most recently in 2023 – will build on existing initiatives across ASI’s sales, marketing, product and technology teams in order to advance ASI’s mission to serve distributors, suppliers and decorators and help them run and develop their businesses more effectively.

“I’m thrilled to join ASI at such an exciting time for the promotional products industry,” Stella said. “There’s tremendous potential to strengthen connections and help shape the next generation of technology and partnerships that will drive the industry forward.”