Print+Promo Marketing 2021: The Future of Print and Promo is Female, and These 11 Women are Proving It
From gender pay gaps to systemic issues, the challenges facing women in the workplace have been well-chronicled. In our own industry it was once rare to see women walking the floors of major trade shows. But so much progress has been made surrounding female representation in print and promo, and there are more women than ever before creating dynamic marketing campaigns, generating sales dollars, running machinery and leading multimillion-dollar companies.
The pandemic threatened all of that. Unemployment numbers reached alarming rates, and according to the Bureau of Labor Statistics, women accounted for 55% of the 20.5 million jobs lost in April 2020. Even today, as jobs recover and employees prepare for a phased return to on-site work, questions remain about how that will look. Gender disparities still exist and tough choices will have to be made.
One thing is certain, though: COVID also reinforced how resilient women in business can be. They learned to trust their gut and how to survive a calamity unseen in our lifetime, making them exemplary role models for the next generation of women. Need proof? It’s all here in our eighth annual “Women in Print and Promo” feature.
As readers will note, the 2021 list highlights women of varying professional backgrounds—from account executives to CEOs. Their love of customer service is just one of many things that unite them. We asked each of these women to tell us about their experiences, how they motivate team members, what they’re proud of having accomplished and where they hope to be going forward. Read on for their introspective takes.

Deborah Lanigan
Proforma Mega Marketing Solutions
Tampa, Fla.
Vice President of Sales and Business Development
Her job advice to women: Jump in. We are the advertising medium that gives companies the best bang for their spend, and we need to push that information everywhere.

Trina Bicknell
HPG
Braintree, Mass.
Chief Revenue Officer
What she wants people to know about her: I never give up! Depending on what side of the argument you are on, you will either love me or hate me for it.

Margo Yohner
RRD Commercial and Digital Print
Portland, Ore.
Senior Vice President of Sales
On working in a traditionally male-dominated industry: It has fueled my fire more than anything. My approach is to always be my authentic self and to be truthful and transparent in my thoughts and feelings.

Melissa Ralston
Koozie Group
Clearwater, Fla.
Chief Revenue Officer
Her job advice to women: This is a creative industry, so it’s a fun place to build a career where your ideas can be true game changers for both your company and your customers.

Elaine Litster
SAFEChecks
Simi Valley, Calif.
Co-Owner
What she wants people to know about her: People that know me, know that I care. I truly want the best for others. I strive to be genuine and want others to know that I value their contributions. I make an effort to be sure others feel listened to.

Judith B. Friedman
Sonoma Promotional Solutions
Sonoma, Calif.
CEO
Her job advice to women: This is such a fun and collaborative industry. A passion for sales is a must. Recognize an opportunity when it presents itself. Not taking a risk is a risk.

Amy Serrano
Barker Specialty
Cheshire, Conn.
Director of Marketing and Vendor Relations
What she learned about herself in 2020: I’ve learned how to be resilient in business and even more grateful in my personal life as we found out that at a moment’s notice, the world can literally change.

Livi Dalmau
American Solutions for Business
Coral Springs, Fla.
Account Executive
How she motivates team members: I think that to motivate you need to lead by example and treat others as you want to be treated. No job should be beneath you.

Ashley McCune
Facilisgroup
St. Louis
President
What she learned about herself in 2020: I learned that I don’t have to have all the answers. Surrounding myself with people who are great at the things that I’m not as great at is a win-win.

Brittany David
SnugZ USA
West Jordan, Utah
Chief Revenue Officer
How she motivates team members: Give people an opportunity to shine—a stretch assignment, a new challenge and project that normally wouldn’t fall under their daily work. Be clear on the result you [want], but let them create the path.

Haley Lasseter
City Paper Company
Birmingham, Ala.
Operations Director
Her proudest career achievement: Being promoted to operations director was a huge achievement for me. This role meant I was officially a manager and had a group of people working for me.