UPDATE as of 3 p.m. EST on Feb. 5:

Bill Gossman, vice president of customer experience at Staples Promotional Products (PPAI 108945, Platinum), has been promoted to senior vice president and head of the company, a spokesperson tells PPAI Media.

With that new appointment, Daron Hines, former president of SPP, has departed the company. The leadership transition comes more than four years after Hines joined Staples in 2022.

  • Staples Promotional Products, a subsidiary of office retail giant Staples, is PPAI 100’s No. 8 distributor.
  • In 2024, the Overland Park, Kansas-based firm generated an estimated revenue of $917.9 million, with sales up 8.7% over the past three years.


Gossman brings more than 20 years of experience with both Staples and the promotional products industry, including “deep expertise in customer needs, operational excellence and the unique dynamics of the SPP business.”

“His longstanding commitment to our customers, partners and team members positions him well to lead SPP forward. Staples remains fully focused on delivering exceptional service, innovative solutions and the reliable partnership our clients expect from us,” Staples told PPAI Media.

Hines’ Impact

Sustainability was a hallmark of Hines’ tenure. Under his leadership, Staples Promotional Products launched the industry’s first sustainable procurement platform, in conjunction with EcoVadis, a leading sustainability ratings provider for enterprises.

  • In 2024, 73% of its U.S. procurement spend was through Green Light (EcoVadis-assessed) suppliers, a record high that marked a 12% increase from the previous year.
  • That same year, the firm also made its entire North American business powered by renewable energy through the purchase of Green-e certified renewable energy certificates, which meet the most stringent environmental and consumer protection standards in North America.


Also under his leadership, Staples Promotional Products was named one of PPAI’s Greatest Companies To Work For three years in a row – an impressive feat for a company of more than 1,200 promo pros.

Before entering the branded merch industry, Hines had more than 20 years of leadership experience with numerous well-known brands, including General Mills, the J.M. Smucker Company and Morton Salt.