Executive Perspectives: Nichole Stella, Global CEO of Altitude Group of Companies

As part of Print+Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry.

This month, we interviewed Nikki (Nichole) Stella, global CEO of Altitude Group of Companies, Philadelphia.

Here, she opens up about her promo journey, shares the industry trends she continues to monitor, and reveals when she does her best thinking.

How did you get started in this industry, and what path did you take to land in your current role?

Nikki Stella: I’ve been in the print and promotional products industry since 2005, starting [at NAPCO Media] as chief editor of BFL&S magazine. I quickly rose to the group editorial director role of the then, Promo Marketing Media Group. I vividly remember the first show I ever attended in Las Vegas. It was packed with so many people, and so many cool products. I recall thinking to myself, ‘Wow, this is really something. Who knew?’ There is such an energy at the shows — a feeling of opportunity everywhere. I think for many, the promo world just finds us. ... I loved being involved in creating and curating content, but more so loved the business side of the industry. This led me to take on the role of vice president and [eventually] president of the group.

After 12 years with NAPCO, I joined Altitude Group Plc as president and was then promoted to the role of Global CEO. My diverse back-ground prepared me for the role of CEO, and allowed me to truly transform and grow the business. In 2019, I led the acquisition of AIM, and was able to build out an incredible team of respected industry leaders. Today we are the industry’s largest distributor organization with nearly 2,500 members across the North America and the U.K. We continue to hone our technology order management system. We launched our ACS Affiliate Services program, which offers back office and financial support to distributor affiliates, and so many other relevant tools to help our members and affiliates drive efficiency and grow their businesses. I am grateful to NAPCO for my start [in] this wonderful and energetic industry — and for the opportunity it has provided to grow professionally, build a career, and be in a position to mentor others and help them to achieve their career goals.

How does the economy continue to affect the industry?

NS: The [promo] industry is heavily influenced by a variety of economic factors across the supply chain, trade tensions, raw material costs, freight costs, labor costs, and even exchange rates. We saw a big recovery post-COVID when businesses opened back up, and promotional spend rose. Even with recessionary fears and rising costs across the manufacturing sector, business across the U.S. promo industry was booming in 2022. [In] 2023, there have been continued conversations around tightening global economic conditions, the U.S. economy entering a recessionary period, and a reemerging banking crisis. While we have not seen evidence of a recession yet in the industry, I continue to watch for indicators of a U.S. recession and an industry slowdown.

What do you expect to be some of the biggest changes or challenges the industry will face?

NS: Rapid advancements in technology, such as artificial intelligence (AI), automation, and digital transformation, are disrupting traditional business models and creating new challenges for businesses to adapt and stay competitive. I believe AI will become a powerful force in our industry and will be one to watch. It has the ability to drive efficiency and pace in a way we’ve never seen. Cybercrime will continue to be a threat to the industry. These attacks are becoming more sophisticated, and businesses need to invest in robust cybersecurity measures to protect themselves. This leads me to what are those things that keep me up at night? I do some of my best thinking late at night, and it’s always about protecting who we are today and where we are heading for the future. Whether I’m thinking about KPIs and financial targets, insurance coverages, or digital transformation and innovation projects, my mind is always on the go.

What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?

NS: We are always looking at the services we offer through an innovative lens. I believe in creating environments that encourage and support innovation. This includes promoting creativity, risk-taking, and experimentation, and providing employees with the resources and tools they need to innovate. We, as a business, invest in research and development to explore new technologies, ideas, and business models. These can lead to new product and service offerings that differentiate the business from its competitors. From new partnerships and maximizing AI tools, to our investment in PromoStandards integrations and new services that help our members, supplier partners, and affiliates grow — we are always collaborating and innovating to help drive the business and the industry into the future.

Want to be considered for a future edition of Executive Perspectives? Contact Elise Hacking Carr at ecarr@napco.com for a list of questions and other details.