Paul Lage is inking the next chapter in his already impressive promotional products story.

Lage, Counselor’s 2017 Lifetime Achievement Award winner, has joined California Tattoos (asi/43530) as a board member and interim company president.

Paul Lage, California Tattoos

Lage had been doing consulting work for the Tucson, AZ-based company, which specializes in temporary tattoos, stickers and drink coasters. From that successful relationship, he was recently offered the role of board member.

Lage explained that former CEO Bob Sabouni is no longer with the company and, as the firm looks for a new top executive, he is stepping in to bridge the gap in the interim president’s role.

“It’s great to be aboard,” Lage told ASI Media. “Temporary tattoos are a fast-growing market, and there are a lot of things in the works here. That includes plans to expand our reach in terms of product offerings. We’re excited about the pipeline of new products and what lies ahead.”

Lage noted that a permanent president could be installed within the next three to six months. He explained the person would have the title of president, not CEO, and be the permanent replacement for Sabouni.

Counselor’s 2007 Person of the Year, Lage has been integral to driving success at some of promo’s biggest supplier firms.

He has led advancements in service and product offerings, and delivered industry-guiding leadership through a bevy of organizations. Relatedly, he has influenced and mentored many promo professionals, creating an impressive leadership tree.

Lage was most recently president of former Top 40 supplier IMAGEN Brands (asi/93990). When Top 40 supplier Koozie Group (asi/40480) acquired IMAGEN Brands in December 2020, Lage did not make the transition.

Lage made his mark at Norwood, and then at BIC Graphic (now Koozie Group), where he rose to vice president of global operations. He played a significant role in fueling growth and progress at BIC, including the introduction of Sticky Notes.

He’s also the former CEO of Top 40 supplier Gill Studios (asi/56950).

When Lage moved into that role in 2010, the company reported annual North American promotional product sales of $39.6 million. By 2016, that revenue tally had increased 41% to $56.1 million. Lage’s emphasis on introducing new product categories, shortening lead times, expanding digital solutions, enhancing customer service and making smart business moves – like the 2014 acquisition of Barton Nelson (Bebco) – were integral to the sales surge.

Still, Lage deflects personal praise, attributing success to strategic teamwork. It’s a legacy he aims to build on at California Tattoos.

“As a team, we’re going to concentrate on being a high-quality partner,” Lage said. “That’s our focus as a company.”