Howard Cubberly is back leading a promotional products supplier.

The branded merchandise industry veteran has been named chief executive officer at GMG Works (asi/55583), a Lakewood, NJ-based supplier of writing instruments and drinkware. Cubberly comes to GMG Works having most recently been global general manager of Counselor Top 40 supplier Goldstar (asi/73295).

Howard Cubberly, GMG Works (asi/55583)

“I am excited to join GMG Works and the super dedicated team here,” said Cubberly. “The future is bright as we work to build on this foundation and align our value promise of continued great service with new creative product and decoration expansion, to be the ‘distributor’s supplier.’”

GMG Works has been in business for about 20 years. Currently, the firm carries more than one thousand SKUs, with offerings including plastic pens, metal pens, USA-made and imported highlighters, jotters and drinkware.

Jack Kahan, GMG Works’ director of operations, said the firm has been busy of late, investing in new printing technology and software that makes ordering more efficient and improves the customer experience. A line of patented pens, sustainable products and deep inventory are also part of the supplier’s recent efforts.

“With Howard as our leader,” Kahan said, “we are extremely excited about the future.”

Earlier in his promo career, Cubberly spent about 14 years in a management role with BIC Graphic North America, the firm that has since rebranded to Counselor Top 40 supplier Koozie Group (asi/40480). He also was vice president of the corporate sales division at Astor Chocolate before joining Goldstar in 2014 as general manager for North America. He became global general manager in 2019.

Cubberly left the global general manager position and departed Goldstar when Heather Smartt was named the new worldwide head of the firm in July 2024. Goldstar executives said that the company made major progress under Cubberly’s leadership, adding new product categories, expanding business in North America and Europe, and debuting on the Counselor Top 40 list in 2023.

“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 at the time of his departure.