Sometimes, you find your fit.

Jo-an Lantz’s first job out of college was an entry-level accounts payable position at Top 40 distributor Geiger (asi/202900). Initially, the Purdue University graduate didn’t plan to remain at the Lewiston, ME-headquartered firm.

Decades later, Lantz is still at Geiger. Last year she was named CEO and president – the first person outside the Geiger family to hold those titles at the more than 140-year-old family-run company. She’s built a career that’s earned her the admiration of being one of the industry’s most respected, powerful and influential leaders.

But her ascension to the highest ranks isn’t just based on longevity. In recent years, she helped propel Geiger to consistent growth (a 27% overall increase in revenue from 2017-2019) and aggressive international expansion while maintaining the company’s reputation as a leader on a number of fronts, from technology to sustainability.

For all that, Lantz is Counselor’s 2020 Person of the Year – an honor even leading competitors believe is warranted.

“Jo-an exemplifies the hallmarks of great leadership: She’s passionate, articulate, clear-minded and empathetic,” says Marc Simon, CEO of Sterling, IL-based Top 40 distributor HALO Branded Solutions (asi/356000) and Counselor’s 2019 Person of the Year. “She’s the perfect leader to carry on and build the Geiger tradition.”

Lantz is thankful for both the honor and, more importantly to her, the lasting impression that both Geiger and the promotional products industry have made on her. “I’m proudest of being affiliated with such a fine company for my entire career,” she says. “As with so many, I found the industry through great luck. Because of the wonderful opportunities I’ve had with Geiger, I’ve traveled the world and met amazing people, all of whom have touched my life and made me a better person.”

A Distinguished Career
While she started at Geiger in a minimum-wage role, Lantz didn’t stay there for long. She worked her way up through various sales and operational positions, rising to the rank of chief operating officer/executive vice president before ultimately becoming CEO.

The promo industry certainly took notice. In 1998, she earned a Woman of Distinction award from ASI. Six years later, ASI again honored Lantz – this time as the International Person of the Year. Then, in 2009, PPAI inducted her into its Hall of Fame. Lantz was also one of the founders of the Women’s Leadership Conference, which has had far-reaching positive impacts on American and Canadian female professionals in the industry.

Lantz has just kept on pushing. At every point, there was so much more she was excited to do.

“I never think I have to work; I always think about the privilege that I get to work,” says Lantz. “I truly love what I do and the people I’m with. It’s their lives, their stories, that are so fascinating to me. I find them very motivating.”

“I never think I have to work; I always think about the privilege that I get to work.” Jo-an Lantz 

Her commitment to making Geiger and its people a success earned Lantz what might be the most notable distinction of her career, when she was tapped as president and CEO of the Top 40 distributor. While Lantz isn’t of the Geiger bloodline, she’s certainly part of the family in spirit and practice, says former longtime CEO and current chairman Gene Geiger.

“I’ve worked with Jo-an for more than 40 years, during much of which she was my right hand, my partner,” says Geiger. “A little more than a year ago, I trusted her with my job and the family business that carries my name. I couldn’t have chosen a more capable successor.”

A Visionary Leader
The ability to see, plan for and navigate opportunities and challenges are qualities that define great leaders, and Lantz has them in spades.

One example is the strategic acquisition strategy that she’s spearheaded at Geiger in recent years. In paying close attention to the needs of clients, Lantz and the Geiger leadership team learned that their larger customers increasingly desired support from a reliable promo source for their operations in North America and beyond. To deliver, Geiger realized it needed to increase its international footprint.

In 2018, the firm acquired BTCGroup, a large U.K.-based distributor that was subsequently rebranded as GeigerBTC. Lantz played a pivotal role in Geiger’s global expansion, which, through its GeigerBTC subsidiary, acquired additional distributorships in the U.K. Geiger has also opened a logistics center in the Netherlands. More global acquisitions could be in the cards.

Promo Insiders: In this podcast with Counselor Executive Editor Christopher Ruvo, Jo-an Lantz discusses everything from how to lead effectively, to dealing with the impact of COVID-19, to ways forward for the promo industry, to why empathy, making mistakes and perseverance are essential to success.

“Jo-an set the tone that the culture of GeigerBTC would need to retain its unique aspects, even as we provided new insights and tools to make them more successful,” says Dale Denham, Geiger’s SVP/chief information officer. “The significant growth from the U.K. operations is in the early stages, and we continue to see a steady stream of opportunities directly related to our global footprint.”

Meanwhile, Lantz also helped Geiger establish a highly effective work-from-home operation for employees long before the coronavirus pandemic necessitated doing so. Geiger first implemented the program in 2006, and by 2010, over half of the distributorship’s associates were working from home. These days, associates in every discipline – including finance and marketing, operations, sales support and technology – can live anywhere in the U.S. and have a career at Geiger. “The infrastructure and management tools that we already had in place,” says Lantz, “simplified the process of working from home this year as the virus became a threat.”

Under Lantz’s watch, Geiger has remained at the forefront of the fast-growing sustainability movement. In 2017, for example, Geiger installed a solar power system that provides 100% of the annual electricity needs of its campus in Lewiston – the largest business solar array in Maine.

‘Tenacious’ & ‘Genuine’
Relatedly, Lantz shares that she finds much inspiration in nature. “To be able to look outside and see the tableau presented is motivating,” she says. “I love storms, the cold, the wind, the sun – just going outside and moving.”

The sensibility it takes to view the natural world in such a way is evident in Lantz’s dealings with colleagues, clients and industry peers, too. Put simply, she cares about people and wants to see them succeed. And she does her best, as a leader, to put them in a position to achieve through sound strategy and effective communication.

“Jo-an is tenacious in pursuit of our company’s objectives, but at the same time she is open and approachable to everyone in Geiger Nation,” says Gene Geiger. That’s evidenced, in part, by the fact that she routinely eats lunch with front-line employees, not as a leadership technique, but because she enjoys it. “Jo-an will not shy away from tough business decisions, all while genuinely caring for every Geiger person, no matter the job or location,” Geiger notes.

Certainly, Lantz’s down-to-earth, honest, clear-headed leadership style has served Geiger well during the COVID-19 outbreak. Weeks before the crisis exploded, Lantz ensured that Geiger had taken what additional preparations it could to be able to best withstand the anticipated disruption.

“A year ago, I trusted Jo-an with my job and the family business that carries my name. I could not have chosen a more capable successor.” Gene Geiger 

“The extra few weeks of preparation led to a smooth operational transition that benefited our customers, sales partners and associates,” says Denham. “At the same time, the decisions and planning that happened well before COVID-19 were critical to our execution during the crisis. Jo-an has strongly supported the investments that ensured we were ready for the challenge. She continues to drive smart long-term strategic thinking while ensuring successful day-to-day management.”

During the pandemic, Lantz has provided transparent communication, digitally meeting daily with Geiger’s leadership team and huddling with associates from the U.S. and U.K. three times weekly to go over all aspects of the business. She’s also made weekly videos for “Geiger Nation,” in which she provides candid updates on the evolving situation. “Her videos from her lakeside cottage or the running trail are warm, encouraging and trusted,” says Gene Geiger.

For Lantz, the praise can feel a bit uncomfortable. She’s fast to credit the Geiger leadership team and associates for the company’s success. As for her business and leadership skills and style, she says she had great mentors – Gene Geiger and other promo icons like Mark Gilman of Gill Studios (asi/56950), Carl Rosenfeld of Walter W. Cribbins Co. (later sold to Geiger) and Janelle Nevins of Summit Group (asi/339116).

In characteristic style, Lantz had a positive final thought for the industry, which continues to endure the economic shrapnel cast by COVID-19.

“I am bullish on the future,” she says. “This too shall pass, as the Great Depression passed, the wars, high interest rates, high unemployment. We’ll bounce back stronger than before.”

Christopher Ruvo is executive editor for Counselor. Tweet: @ChrisR_ASI; email: cruvo@asicentral.com