At a time when young girls and older women alike look for role models who can show them the infinite possibilities available to them, there’s Lori Bauer – a woman with smarts, style and sass to spare.

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ASI's Andy Cohen interviews Lori Bauer of BIC Graphic, the 2019 Supplier Woman of Distinction.

With more than 20 years in the promo marketplace, Bauer has been an integral part of Counselor Top 40 supplier BIC Graphic’s (asi/40480) growth, with responsibilities spanning across sales and marketing, including new product development, branding, promotions and business strategy. As its vice president of sales, managing national accounts and special markets, Bauer serves on the corporate leadership team for BIC as well as on the senior staff team reporting to the CEO. She oversees a $100M+ segment of overall company sales, handling national accounts that have delivered consistent year-over-year territory growth, out-pacing the rate of overall company gains. Perhaps most notable, though, is the fact that she’s the first female in the history of BIC Graphic to be a VP in a sales or marketing role.

“I tell my daughters to never doubt their abilities or be afraid to take chances and get out of their comfort zone; never assume it’s something you can’t do,” Bauer says. “It took me a while in my career to fully embrace my capabilities and push the envelope to expand into new roles, network within different channels and to not allow myself to be boxed into one particular concentration or thought process. I wish I would’ve challenged myself to think this way at a younger age.”

David Klatt, BIC’s CEO, points out that one of the first things he noticed when he joined the company was the outstanding relationships the sales team has with its customers. “I quickly realized those strong partnerships are largely a result of Lori’s leadership,” he says. “Her clients know they can rely on her to provide best-in-class service, and she’s truly an asset to our leadership team at BIC Graphic.”

Despite a very full roster of responsibilities at work and a husband, two daughters and a puppy at home, it’s Bauer’s voluminous slate of volunteer work that really sets her apart. In 2015, she was honored with the PPAI RAC Volunteer of the Year Award for demonstrating an outstanding level of volunteerism, leadership and significant, measurable contributions to a regional association. She has served several years on the board and as president for the Promotional Products Association of Florida (PPAF) and is passionate about the work she’s done with the Promotional Products Education Foundation (PPEF), serving on the Board of Trustees for three years and leading the organization as the board chair in 2017. Outside the industry, she’s a volunteer with Great American Teach-In, the Salvation Army, Give Kids the World Village and the Girl Scouts.

Paul Lage, CEO of Counselor Top 40 supplier IMAGEN Brands (asi/93990/47700) and the 2017 Counselor Lifetime Achievement Award winner, isn’t merely a competitor, but someone who worked with Bauer for years at BIC as a trusted mentor. “I’ve had the honor to work with Lori and the pleasure to watch her grow into one of the most recognizable leaders of our industry,” Lage says. “She’s the face of BIC Graphic while she continues to give back to our industry in so many ways. She’s a mentor and an example for all of us on the value of leading and giving.”

“I tell my daughters to never doubt their abilities or be afraid to take chances and get out of their comfort zone.” — Lori Bauer

Bauer maintains that her favorite aspect of the industry by far is the people and the relationships that embody it – whether internally at BIC Graphic, with distributor customers or other suppliers, who all work together to share knowledge and insights to support each other. “I also love that this industry has such an entrepreneurial spirit,” she adds. “Whether a true family business or not, most companies work within this mindset. As part of this industry, I’ve been fortunate to wear many hats and expand into new roles. There are always new opportunities to challenge yourself. Though I have to say that over the years, it probably would’ve been a good idea to say no to that one last glass of wine with Dave Saracino and our pals at industry events – think of all the hours of sleep I could’ve banked!” she laughs. “But I would’ve missed out on a lot of laughs for sure.”

And speaking of the illustrious Mr. Saracino, he has some thoughts about the woman who’s been such a valued colleague over the years. “I couldn’t imagine a more deserving winner of this award,” says BIC’s vice president of field sales and Counselor’s 2016 Lifetime Achievement Award winner. “Her dedication to BIC, tireless participation on regional and national boards and, more importantly, her love and support of her family are just a few reasons she’s a great choice. Lori travels the country on behalf of BIC and is always visible and vocal at distributor events throughout the year. Her intelligence, hard work, sense of humor and willingness to mentor others are keys to her success. Having said this, I truly believe Lori deserves this award for putting up with me as a co-worker for the last 20 years.”