(Editor’s Note: As the PPAI Board of Directors prepares to welcome its new incoming class, PPAI Media is profiling the slated additions. Be sure to also check out our introduction to Charles River Apparel COO Bruce Barnet and Whitestone Founder & CEO Joseph Sommer.)
It’s been an eventful month for Samantha Kates. On Aug. 13, she was announced as the incoming at-large appointment to the PPAI Board of Directors, a two-year term.
And by the end of the week, the Canadian-born Kates became a newly minted American citizen.
The president of Quebec-headquartered supplier Spector (PPAI 168328, Gold) – ranked No. 18 among the 2025 PPAI 100 – Kates oversees sales, customer service, marketing and product development. She joined the company in 2022 as chief sales officer and rose to president in 2024, playing a central role along the way in shaping its vision for growth, innovation and customer engagement.
With nearly 30 years in the promotional products industry, Kates’ career has spanned suppliers, distributors and platforms alike, including leadership positions at commonsku, Charles River Apparel and iPROMOTEu. Her cross-category experience and drive for strategic growth have established her as a respected and forward-looking voice across the industry.
And now, she will have a key voice among the group of leaders guiding the industry’s leading non-profit Association.
While Kates’ position comes by appointment, two others are set for an election. Voting for this year’s two-person Board slate, which includes Charles River Apparel COO Bruce Barnet and Whitestone Founder & CEO Joseph Sommer begins Aug. 25 and closes Aug. 29.
Each PPAI member company’s voting contact is eligible to cast a vote for the slate. Voting will be done electronically, and a new 2025 username and password will be emailed to the voting contacts when voting opens. A candidate must receive majority approval among votes cast to be named to the Board of Directors following The PPAI Expo 2026.
In this interview with PPAI Media, Kates shares her motivations for board service, how her career experiences have prepared her for the role, and what excites her most about the industry’s future.
PPAI Media: What interests you about the opportunity to serve on the PPAI Board?
Kates: I’m genuinely excited to contribute to the long-term success of our industry. Serving on the PPAI Board is an opportunity to give back in a meaningful way, to use my experience to help strengthen our collective voice, drive innovation and ensure that we remain a dynamic and resilient industry. It’s also a chance to collaborate with other leaders who share the same commitment to growth, advocacy and elevating the role of promotional products in brand-building. After 29 years, it feels wonderful to be able to give back and contribute in this way.
PPAI Media: How do you think your experience prepares you to represent members?
Kates: I’ve had the unique opportunity to work on all three sides of the industry – distributor, supplier and technology services. That range of experience has given me a broad perspective on how each segment operates, where the pain points are and how we can better collaborate to drive success.
In addition, having worked extensively in both Canada and the U.S., I bring a North American perspective that helps me understand the nuances of different markets while recognizing the common opportunities that unite us. Combined with my leadership in sales, customer service and marketing, I feel well-prepared to represent members across the full spectrum of our industry.
PPAI Media: What do you consider the biggest challenges and opportunities facing the industry as a whole?
Kates: Our biggest challenge range from global competition, economic uncertainty and shifting buyer expectations, but these are also our biggest opportunities. We have the chance to show that promotional products are not just “giveaways,” but powerful marketing tools that deliver measurable results. Our industry has made huge strides in that regard, but I feel there is more we can do. What we do needs to continue to be elevated in the minds of those who purchase and receive promotional merch. We also have an opportunity to lead on sustainability and responsible sourcing, which will only grow in importance to clients. We have the opportunity to create long and meaningful careers for our members – and I see that as both a challenge and an opportunity.
At the same time, technology is opening new doors; AI, data insights and digital platforms can help us personalize, streamline and amplify the value we deliver. Connecting suppliers’ and distributors’ data and insights is hugely important, and we must continue to refine and improve this area. If we stay focused on innovation, accountability and purpose, I believe our industry can thrive even in uncertain times.
PPAI Media: What excites you about PPAI’s future, and what would you hope to accomplish during your term?
Kates: What excites me most is that PPAI is leaning forward, investing in digital transformation, education, sustainability and advocacy in ways that set the tone for the industry’s future. I’d like to see us build even more tools and resources that help members adapt quickly, whether that’s navigating new technologies, responding to client demands for speed and efficiencies, or finding smarter ways to tell the ROI story of promotional products. I am also passionate about the future of our industry; how to get younger people engaged in what we do and excited about this as a true career choice.
During my term, I hope to contribute to initiatives that deepen member engagement, allow for a broader range of roles to be represented and expand the influence and credibility of our industry so we’re not just keeping pace with change, but shaping it and getting ahead of it.
