Counselor’s 2025 International Person of the Year Shares Brand-Building Tips
Carleen Gray, CEO of GroupeSTAHL, shares her 35-year journey from customer service to the C-suite and how she helped transform Stahls’ global presence.
Once known as “the letters-and-numbers people,” Stahls’ (asi/88984) has revamped its image into an international powerhouse, with its finger on the pulse of transformative decoration technology like print-on-demand.
Carleen Gray, the first CEO hired internally at the company, is the mastermind behind that shift, helping to push for a unified marketing strategy and raising Stahls’ visibility throughout Europe – efforts that earned her the award of Counselor 2025 International Person of the Year.
In this episode of Promo Insiders, Gray chats with ASI Media’s Theresa Hegel about her career journey, her marketing philosophy, shares advice on how to expand internationally and explains some of the key differences between the North American promotional products market and how promo is treated abroad.
One big differentiator? European companies have a much lower tolerance for so-called “brandfill.”
“Sell a singular piece that has staying power, longevity and value with sustainability, and you’ll be more respected for that,” Gray says.
Key Takeaways
• Carleen Gray began her journey at Stahls’ (asi/88984) in customer service over 35 years ago and rose through the ranks to become CEO in 2018, making her the first internal hire to reach that position.
• Gray credits the company’s strong family-oriented culture and leadership for employee longevity, with many staff members staying for decades.
• A major focus since 2023 has been unifying Stahls’ U.S. and European operations, aligning branding, product offerings and R&D to create a cohesive global identity.
• By introducing bold marketing activations and sponsorships in Europe, Stahls’ significantly increased brand visibility and recognition in a short time.
• The acquisition of Fulfill Engine was a pivotal move, enabling seamless global print-on-demand services and connecting decorators, suppliers and brands across continents.
• Gray emphasized that print-on-demand is not just a trend but a permanent, essential part of the business model, offering scalability and flexibility for global fulfillment.
• Companies should “think globally, act locally,” understanding cultural nuances, labor laws and market differences while not being deterred by language or currency barriers.
• European promo markets prioritize sustainability and value long-term relationships, favoring quality over quantity and emphasizing personal connections.