Heather Smartt Named Goldstar’s New Global Leader

Heather Smartt

Goldstar (asi/73295) has made a change at the top.

Howard Cubberly is leaving the role of global general manager and departing the company, and Heather Smartt is taking over as global head of the firm.

Smartt, who has about 18 years of promo industry experience, had been serving as Goldstar’s director of merchandising, product development and sustainability since September 2023.

“I am so grateful for this opportunity to continue with the amazing work Howard did in his time here at Goldstar,” said Smartt. “We have a great foundation, and I am looking forward to enhancing our services and bringing more social and environmental awareness across the company as we continue global expansion.”

Cubberly was with Goldstar for 10 years, beginning as general manager of the supplier’s North American business and then rising to global leader in the summer of 2019.

Company executives said that Goldstar made major progress under his leadership, adding new product categories, expanding business in North America and Europe, and debuting on the Counselor Top 40 list in 2023 thanks to a near 75% annual sales rise in 2022.

“We are deeply grateful for Howard's vision and leadership, which was foundational to our success over the past decade,” the Goldstar management team said in a joint statement. “He will be deeply missed. We wish him nothing but the very best in his future endeavors.”

A supplier of writing instruments, drinkware and bags, Goldstar is owned by Top 40 distributor Cimpress (asi/162149), whose other companies include Vistaprint and National Pen. Goldstar ranks 34th on Counselor’s most recent list of the top suppliers in the industry, with 2022 North American promotional products revenue of $57.1 million. The new rankings are due out this summer.

Smartt’s past experience includes time as global director of product development at National Pen and director of category management at Top 40 supplier PCNA (asi/66887). She was also, for a time, the Amsterdam, NL-based global director of category management at Polyconcept. Goldstar plans to hire to fill the previous position she held at the firm.

Cubberly formerly worked for supplier Astor Chocolates and spent about 14 years in sales management with Top 40 supplier Koozie Group (asi/40480) when it was still known as BIC Graphic North America.