The 2026 Women’s History Month theme, announced by the National Women’s History Alliance, is “Leading the Change: Women Shaping a Sustainable Future.” This theme highlights creating a more inclusive future rooted in equality and opportunity for all, with a special focus on women who are driving initiatives in environmental advocacy, sustainability, community resilience and financial reform.
- Women’s History Month, which started as Women’s History Week in 1980, has been celebrated in the United States, the United Kingdom and Australia every March since 1987.
- March 8 is International Women’s Day.
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.
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.
PPAI Media: What does Women’s History Month mean to you, and how do you see its significance within the branded merchandise industry?
Kara Keister, MAS, Head of GOOD, Social Good Promotions, PPAI Regional Relations Committee liaison: Knowledge truly is power. Understanding the historical context of where we started and noting where we are today will shape the future. Celebrating the women who paved the way helps us better understand how we want to show up, what we want our journey to look like and what we want our legacy to be.
Every year, I hear a story that changed the landscape or a tale of someone who’s currently making a huge impact. It’s inspiring and helps me add to my own vision board. This may be one month that we emphasize, but it’s a movement and community that’s unstoppable, and I’m happy to be a member.
PPAI Board Member Erin Reilly, Founder, Pop! Promos, PPAI 100’s No. 45 supplier: The branded merch industry has been fueled by so many exceptional women. We’re so fortunate for the trailblazers who came before us.
Christine Geronimo, Owner, Midnight Supply Company: Women are the foundation of this industry, and it’s important to highlight our efforts, not just this month, but every month.
Elizabeth Wimbush, CAS, Director, Sustainability & Responsibility, PPAI: It’s way to not only recognize and celebrate that our diversity is a strength but also continue to drive for fair representation.
Christine Geronimo
Owner, Midnight Supply Company
PPAI Media: How can companies and the broader industry better support and elevate women – not just during Women’s History Month, but year-round? What’s one change you’d love to see the industry make to support women in leadership and decision-making roles better?
Keister: The framework is there, the communities exist and women are actively and visibly being promoted into positions of leadership within the industry. That doesn’t mean more progress isn’t on the horizon, or that we can’t all do a little more to make it part of our culture rather than just a movement.
I’d encourage everyone in a position of leadership to do one small thing today to champion a female employee. Not just pat them on the back or give them kudos but truly lift them up. Mention their name in a room they aren’t in. Praise their consistent or notable work in front of their peers. Send a note of encouragement or an “I see you” to show support. One small act today could mean the world tomorrow.
Erin Reilly: As a new mom and an executive, I don’t think we talk nearly enough about what maternity leave looks like for women in sales roles, particularly in commission-driven environments like ours.
There isn’t a clear industry standard for handling maternity leave for women in sales. Questions about commission structure, how to thoughtfully cover client books while someone is out and how to reintegrate them when they return are handled differently in every company. That lack of structure creates uncertainty at a time when stability matters most.
The first six months postpartum are exceptionally demanding – physically, emotionally and professionally. And yet in our industry, some of our highest-performing sales leaders are women. If we want to retain that talent long-term, we need a better support system. Supporting women during this season isn’t just the right thing to do; it’s smart business. When we protect and invest in female sales talent during motherhood, we strengthen the entire industry.
Erin Reilly
Founder, Pop! Promos
PPAI Board Member Samantha Kates, President, Spector & Co., PPAI 100’s No. 18 supplier: If I had to name one change, it would be transparency around leadership pathways. Too often, advancement happens through informal sponsorship or “who you know.” I’d love to see more companies clearly define what it takes to move from director to VP, from VP to C-suite – and actively develop women for those roles early.
Support also means aligning compensation structures fairly, creating real flexibility for working parents without penalty and ensuring women are given revenue-driving roles, not just support functions. In our industry, revenue leadership leads to executive leadership.
We don’t need or want special treatment. We need access, visibility and accountability.
Kara Reilly, Senior Marketing Manager, PCNA: Support must be intentional and consistent. It shows up in hiring practices, promotion paths, pay equity, leadership development and everyday culture, not just in March.
One thing that has made a meaningful difference in my career is having women in visible leadership roles. Representation changes what feels possible, especially for those earlier in their careers. When women are part of key decision-making conversations, it reinforces that their perspectives are valued and necessary.
Our industry has made strong strides in creating mentorship opportunities and leadership development for women. The key is to continue that momentum and ensure women not only have a seat at the table but also a voice that influences the direction. Sustaining that progress year-round is what truly makes the difference.
Kara Reilly
Sr. Marketing Manager, PCNA
Joellen Reichenbach, Owner, Select Sales: First, it has to start with women adjusting each other’s crowns instead of knocking them off and thinking with egos. We all need to lay out a red carpet for each other and lift each other, even if that’s in cross-marketing each other’s products or services.
Geronimo: A lot of the bigger companies continue to highlight male-owned shops in their online content, whether that’s in interviews, shop tours and podcasts. In a male-dominated industry, I’d love to see more intentional efforts to spotlight and elevate women.
Wimbush: Increased flexibility with WFH and support in childcare. Being fully present, advancing one’s career through professional development and being in the right “rooms” at the right times mean there needs to be greater support and understanding for caregivers. Whether it’s children or other dependents in the home, something the pandemic and the fully remote work that followed showed us was that it increased opportunities for caregivers in their careers when they had flexibility around working hours.
Recognizing a caregiver’s work-life balance is different, and meeting those needs instead of trying to force them to fit into a system that’s built around elevating those who don’t have to contend with the same at-home responsibilities creates inequality.
PPAI Media: Have you seen positive changes in gender diversity within the merch industry? What progress still needs to be made?
Keister: I remember my first trade show. I worked for a company that portrayed a very specific outward image. I showed up in my business formal attire, heels, hair, the whole shebang. And just as we entered the venue, my boss said, “You won’t look like everyone else in this room.” Boy, was she ever right!
My 25-year-old, high-heeled self didn’t look like the traveling reps in that room. In a sea of polo shirt/vest combos, slightly wrinkled table covers and a desire to sell you all the things whether you needed them or not, I sure was a fish out of water. For the record, this group of mostly men now make up some of my closest friends and confidants. They were at my wedding, they sent gifts when my son was born, we have lunch and drinks together and fantastic, deep conversations on and off the show floor. But it doesn’t change the fact that in 2010, I was definitely not the average distributor showing up to the local trade show.
Kara Keister, MAS
Owner, Social Good Promotions
Yes, I’ve seen progress. I’m increasingly overwhelmed to see events like PPAI’s Women’s Leadership Conference sell out, regional associations creating communities to support women in promo and the number of emerging female leaders and board members grow. I can think of so many names who sit at the vice president and C-suite levels and are changing the game. I’m grateful to be in the moment where we see this change.
Yes, I’d love to see more progress. After the North American Leadership Conference last year, PPAI President and CEO Drew Holmgreen said he’d like to see more women and greater diversity in the room. He was shocked to learn that the needle had, in fact, already moved significantly. I’m encouraged to know that we have leadership that wants bigger, more swift change. I hope that PPAI members take note of the intentionality behind community, growth and development for all members as we move into this next strategic phase. Your voices are heard, and the board and staff are committed to moving the needle.
Erin Reilly: We still have a lot of work to do to get more women in executive leadership seats of the PPAI 100.
Reichenbach: We can’t celebrate Women’s History Month just once a year – we need to promote it year-round.
Geronimo: Unfortunately, it’s difficult to see changes in diversity when it’s never at the forefront of discussion. I started Colorways Summit, a two-day summit highlighting women of color in the industry, to see the change I wished to see. We’re in our third year, but there is still a long way to go.
Wimbush: There has been an increase in the visible representation at the leadership level, and a recognition that diversity in high levels of decision-making brings greater business stability and success. From a progress-to-be-made perspective, amplifying pathways for women and the communities we create to uplift each other has some way to go. We need to nurture next-gen and help them see how valuable the soft skills they’ve gained from navigating the world as a woman are in building truly great work skill sets.
Elizabeth Wimbush, CAS
Director of Sustainability & Responsibility, PPAI
PPAI Media: Who are the women – inside or outside the merch industry – who’ve inspired you most in your career?
Keister: My mother and grandmothers, the hardest-working women who raised me. I watched them work, cook, clean, coach, care and make sure all of us in their orbit were strong and capable just like them.
My nieces and sisters-in-law remind me every day why I chose family and make me want to be a good person and someone they’re proud of. Because I sure am proud of them, every single day!
Carol O. reminds me every day that service above self is a lifestyle. Carol B. is a champion. As a young adult, they allowed me the opportunity to grow and strengthened my relationship with volunteerism, as well as showed me a world where inclusivity was real. Every volunteer, board member, supplier partner, distributor counterpart and friend within this industry, I learn from you every single day and appreciate every nugget of wisdom you’ve shared with me.
Finally, “PPAI Room Service,” you know who you are. This group makes me so happy and feel so included. I’m so thankful I get to work with you, learn from you and call you lifelong friends.
Samantha Kates
President, Spector & Co.
Erin Reilly: Jo-an Lantz, Debbie Abergel, Denise Taschereau, Kate Alavez and Renee Jones.
Geronimo: I take inspiration from other women entrepreneurs in my community: women in leadership positions, bakery owners, restaurant owners who know what the day-to-day struggle is like. We’re here to support each other, and that’s helped me to run my own business.
Wimbush: Outside (I know, it’s cheesy) by my Mom. She retired and, without missing a beat, dove into volunteerism to continue making the world a better place.
Inside the industry: Kate Alavez, Denise Taschereau, Catherine Graham, Kathy Cheng, Samantha Kates, Jessica Gibbons-Rauch, Vera Minot, Erin Reilly, Lindsey Davis, Emily Gigot and Ellen Tucker. Honestly, I could keep going for a while. I’m fortunate to work with and for very inspiring women.
PPAI Media: As a woman in the merch industry, what unique strengths or perspectives do you bring to your work, and how have these influenced your success?
Erin Reilly: Much about branded merchandise is inherently feminine, which allows women to thrive in this industry. We’re intuitive, connected through emotion, relationship-oriented and aesthetically driven. These stereotypically feminine characteristics make women the ideal partners for helping brands develop meaningful campaigns that connect emotionally with their stakeholders.
Kara Reilly: Being a working mom of two young kids has deeply influenced my leadership style. It’s made me empathetic and realistic about the fact that everyone is balancing something outside of work.
I never want my team to feel like they have to choose between their career and the things that matter most to them, whether that’s family, personal priorities or simply time to recharge. As long as they’re contributing, supporting one another and doing their best, I trust them.
I strongly believe in “filling your cup” and try to model it. If I need to be at my daughter’s preschool event, I go. I want my team to feel just as supported in being present for what matters in their own lives.
Joellen Reichenbach
Owner, Select Sales
Reichenbach: I always thank the women before me, especially when they’re retiring. I make sure that they see that I appreciate what they’ve done to lay a pathway for me to walk over. Showing simple appreciation can go a long way. Adjusting each other’s crowns makes us all stronger.
Geronimo: Women of color have often been overlooked and underrepresented in this industry. Some of us have had to work twice as hard to get our foot in the door. Hard work has always been instilled in me by my immigrant mother, and I attribute it to my success as a business owner.
Wimbush: Empathy and curiosity are the first that come to mind, along with determination. Having a variety of different work experiences before joining PPAI helps me see things from different perspectives, both within and outside the industry.
Check back next Tuesday, March 17, for part 2 of the 2026 Women’s History Month Roundtable.
