In an industry built on relationships, branding visibility and connection, the important conversation around women’s leadership and influence is evolving beyond celebration and into structural change.
In honor of Women’s History Month, PPAI Media asked seven industry professionals to share their experiences and insights as women in the branded merch space, as well as how they’re empowering each other every day.
Read Part 1 here.
PPAI Media: Can you share a project or experience where your perspective as a woman played a pivotal role in shaping the outcome or narrative of a campaign?
Kara Keister, MAS, Head of GOOD, Social Good Promotions, PPAI Regional Relations Committee liaison: Every day in a very evolving way. My experiences, from my 25-year-old self coming straight from the construction and operations management world to today as a wife, mother and business owner, shape every conversation I have and every decision I make. We all draw on our experiences, and we should lean on others for their expertise.
When we’re working on team sports projects, I look to my college athlete team members. When we’re building out wedding market activations, I’m looking to the newly engaged member of our team who’s actively planning her own celebration. I don’t know that it’s a specifically female trait, but I’m inquisitive by nature, so leaning into our clients’ needs, asking all the questions and providing solutions and tangible ROI is always the end goal.
Kara Keister, MAS
Owner, Social Good Promotions
Christine Geronimo, Owner, Midnight Supply Company: When I started Colorways, it wasn’t just about networking; it was about realizing that the industry’s “default” was never designed for us. I’m able to highlight the demographic that’s often being spoken “at” but never being spoken “to.” I hope to continue creating this space for us.
PPAI Media: Is there a lesson you had to learn the hard way as a woman in this industry that you wish someone had told you earlier?
Keister: I spoke openly about this experience on a whim at my first Women’s Leadership Conference. I know I shocked more than one person in the room because I remember seeing their faces. The lesson I learned was that I can do hard things and your moral compass is likely showing you the way.
As a regional leader, I had the unfortunate experience of having to relieve volunteer members of their duties. This came after years of what I now understand was the manipulation of female members of the volunteer board and leadership team.
Intentional or not, the experience for the collective group was real and damaging. Toxicity in any capacity shouldn’t be tolerated. It was at this moment that I reminded myself and others not to mistake my kindness for weakness. It’s feasible to be kind, understanding and empathetic and still be a strong, badass girl boss who gets it done.
Joellen Reichenbach
Owner, Select Sales
Joellen Reichenbach, Owner, Select Sales: Know who you are, and be who you are through and through. Honesty and integrity are the core foundation of your own success, so if you don’t know who you are, learn about yourself first before you build out your business or brand. Having a clear, concise understanding makes it easier for you to drive your business with no hidden concerns.
Geronimo: For years, I felt that I needed to know every technical aspect of running my machines and learning how to mix inks because I’m not a printer myself. I’ve learned to place great value on my ability to lead and manage my company, creating a work environment where everyone’s strengths and weaknesses balance each other.
Elizabeth Wimbush, CAS, Director, Sustainability & Responsibility, PPAI: Don’t be afraid to ask for help. It’s not a sign of weakness. Just because you can do something entirely yourself doesn’t mean you should.
PPAI Media: How do you actively support or mentor other women in the merch industry today?
Keister: I’m an open book. I’m always willing to chat about my experiences or lend an ear to someone who needs a sounding board, inspiration or a push in a new direction. Honestly, any formal or informal mentoring relationship I’ve ever participated in has been just as meaningful to me and helpful for my growth as I hope it was for the mentee.
Samantha Kates
President, Spector & Co.
I participate in the PromoKitchen mentor program, and a huge thank you to Johanna Gottlieb at Genumark for the multiple kicks in the pants to get me to participate. My intent is always to be approachable, to listen more than I speak, to provide a safe space in and outside the industry and champion those who are ready to leave their mark. Let’s leave the world a better place than we found it, with our next gen leading the charge.
PPAI Board Member Samantha Kates, President, Spector & Co., PPAI 100’s No. 18 supplier: It has taken years to really appreciate mentorship and what I could uniquely bring to it. I try to make mentorship practical rather than theoretical.
Sometimes it’s informal: I’ll pull women into real strategic conversations, giving them exposure to board-level discussions, pushing them into revenue accountability roles and giving direct feedback, even when it’s uncomfortable. The goal isn’t just confidence-building. It’s capability-building. When women understand the financials, margin structure and growth levers, that’s when they become ready to elevate and have a real seat at the table.
Geronimo: Colorways has served as a community space that encourages and empowers other women who look like me. I try to shape each year around what attendees want to see and hear to keep us engaged in spreading our message.
Wimbush: This is something I try to be very intentional about because it doesn’t just happen. I’m engaged in a couple of volunteer groups, but the one that best supports and uplifts other women is Impact Collective. We’re a small group of women from across North America who meet monthly and discuss how we can collectively drive positive impact in the branded merch world. Our goal is to show up, offer hands in service and make a positive impact in the industry.
Christine Geronimo
Owner, Midnight Supply Company
I also work to ensure we have good representation on our stages when I’m involved in content planning for PPAI events (such as our Responsibility Summit). For younger women in the industry, I leverage my network to connect them with the right circles to advance their careers or learn from some of the best in their field or role.
PPAI Media: What advice would you give to women who aspire to build a career in the merch industry?
Keister: Be your awesome, beautiful, full self at every turn. We’re an industry of creatives, bosses and team members who support the growth of our individual communities and the industry as a whole. I remember the moment I permitted myself to show the industry who I really was, and it changed the trajectory of my career.
I brought the passion, I spoke the language I wanted to, I showed up in my flashy sneakers and I got stuff done. It’s so true that people gravitate to people whom they know, like and trust, so make sure you’re bringing your whole self to the table because transparency and truth are relationship builders. And this industry is nothing without solid relationships.
Erin Reilly
Founder, Pop! Promos
PPAI Board Member Erin Reilly, Founder, Pop! Promos, PPAI 100’s No. 45 supplier: Go out and authentically build your network. Volunteer, attend industry events and connect on social. Don’t wait for someone to introduce themselves to you.
Kates: Learn the numbers early. Don’t shy away from the math side of the business. Understand margin. Understand the supply chain. Understand pricing strategy. Understand what drives EBITDA. That knowledge gives you power.
Second, put yourself in roles tied directly to revenue. Sales, account growth, pricing and operations leadership – those are the paths that lead to influence. Build your reputation as someone who executes. Ideas matter. Execution builds credibility.
Finally, guard your reputation. Behave like the leader you want to be in every circumstance.
Kara Reilly, Senior Marketing Manager, PCNA: Lean into the relationships. This industry is built on connection, and the relationships you build can shape your entire career.
Kara Reilly
Sr. Marketing Manager, PCNA
One of the greatest gifts this industry has given me is my “tribe.” The women I met in my earliest days in promo weren’t all in the same stage of their careers. Some were ahead of me, and some were peers, but this industry brought us together and created lifelong friendships. Even though we’re not all at the same companies anymore, those relationships remain strong. We cheer each other on, we show up for one another at industry events and we support each other through challenges.
There are also incredible opportunities within our industry, like iPROMOTEu’s A Woman’s View and WLC, that create intentional space for connection, learning and growth. Raise your hand, ask questions and build your network with intention. Those relationships matter.
Reichenbach: Own your success and own your failures – you’ll learn a lot from both. Run into both, not away from them. How you handle things is how the long-term relationship is built.
PPAI Media: When you think about the next generation of women entering the merch industry, what gives you the most hope?
Keister: I’m so inspired by this current generation and the next generation, as well as the workforce in general. Their creativity, their unwillingness to stray from their values, their willingness to speak up and fully embrace their worth and their ability to be strong and vulnerable at the same time. As a leader, it’s incredible to watch and to learn from. I’m hopeful that the landscape is evolving and opportunities are growing, and I can’t wait to see our next generation change the world.
Elizabeth Wimbush, CAS
Director of Sustainability & Responsibility, PPAI
Kara Reilly: They’re fearless and they’re fun. I love the creativity and energy they’re bringing into the industry. They aren’t afraid to challenge the status quo, ask why and push us to evolve. That fresh perspective is exactly what keeps our industry moving forward. They’re collaborative, digitally savvy and purpose driven. That combination will continue reshaping how we show up for our clients and for each other. It makes me really optimistic about where we’re headed.
Reichenbach: They have technology that will help them streamline their processes. They just need to be consistent, and their success will happen much faster.
Geronimo: The next generation is definitely more vocal in standing up for what’s right, and that gives me hope for them to shape the future of our industry.
