![](/wp-content/themes/asitheme/images/facebook-icon.svg"){kind=icon}
![](/wp-content/themes/asitheme/images/twitter-icon.svg"){kind=icon}
![](/wp-content/themes/asitheme/images/linkedin-icon.svg"){kind=icon}
![](/wp-content/themes/asitheme/images/reddit-icon.svg"){kind=icon}
![](/wp-content/themes/asitheme/images/email-icon.svg"){kind=icon}
TREVOSE, PA – June 11, 2026
Barnes will lead sales, marketing and member success with a focus on helping ASI customers grow
Matt Barnes, a highly regarded promotional products executive known throughout the industry for his customer relationships and market expertise, has been promoted to chief commercial officer (CCO) of ASI (Advertising Specialty Institute®), the leading technology, marketing and information provider serving the $27.7 billion promotional products industry.
As CCO, Barnes will oversee sales, marketing and member success organizations. The role expands his influence across the company’s customer-facing operations and reinforces its commitment to helping distributors, suppliers and decorators grow their businesses.
The promotion comes as ASI continues investing in innovation and deeper customer engagement. Under Barnes’ leadership, ASI will place greater emphasis on understanding customer needs and using those insights to shape company strategy, products and services.
Barnes most recently served as executive vice president of ASI and ASI Show, where he led all supplier and distributor sales and growth strategies. Since joining ASI in 2015, he’s played an increasingly important role in the company’s growth while building strong relationships throughout the promo community.
“When I joined ASI, one of my first priorities was meeting with employees, customers and industry partners to better understand the company and the market we serve,” said ASI CEO Ashish Mittal. “Matt’s name came up again and again. People trust him. They respect his perspective. Most importantly, they know he cares about their success. That perspective will be invaluable as we continue evolving our business and strengthening the experience we deliver to our members.”
A respected leader across the promo community, Barnes has built a reputation as a trusted advisor and advocate for the businesses that power the market. Throughout his career, he’s worked closely with customers to help them navigate change, solve challenges and uncover new opportunities.
Barnes’ advancement at ASI reflects a career marked by consistent achievement. Since joining the company as vice president of supplier sales in 2015, he has served as vice president of publishing and media services, was named Rising Star Manager of the Year in 2017, elevated to senior vice president of supplier sales and marketing in 2020 and was promoted to executive vice president of ASI and ASI Show in 2023.
As CCO, Barnes will continue reporting to the CEO and serving on the company’s Executive Leaders Council.
Earlier in his career, Barnes also served as president of the Cohn family’s Australian business. The Cohn family has owned ASI since 1962. Prior to that, he spent 14 years with North American Publishing Company, where he led its promotional products division as group president and publishing director.
“Strong customer relationships have always been at the center of everything we do at ASI,” said Barnes. “I’m honored to take on this role and excited to work even more closely with our members. The best ideas often come directly from them and I want to make sure their voice continues to shape where we go next.”
Barnes earned a Bachelor of Arts degree from The George Washington University. He and his wife, Heather, live in Washington Crossing, Pennsylvania, with their two children, Bradford and Morgan.
For more information contact Dawn Marie, ASI executive director of corporate communications and public relations, at [email protected].
About ASI
The Advertising Specialty Institute (ASI®, asicentral.com) is the premier technology, marketing and information provider in the $27.7 billion promotional products industry. The ASI flagship platform ESP+ connects tens of thousands of distributors and suppliers through a powerful, all-in-one system for product discovery, sourcing, presentations and online stores. Family-owned since 1962, ASI also delivers trusted industry news, research, shows, events and education that helps companies grow.