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Rising Stars
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FEATURE
I
n 2005, Keith Lofton, CAS, was working
at a Utah restaurant when he noticed the
logoed pens, polo shirts, beer steins and other
items being used to promote the restaurant
to patrons. There’s something to this type of
marketing, he thought. Not long afterward, he
took a job at an industry supplier company in
the samples department, sorting lanyards and
shipping samples to clients. He credits that
exposure and responsibility with helping him
learn how to become an expert in the product
line he sells today. “I was always trying to find
ways to help distributors sell the items I was
sending, too, and suggesting another item.
That’s how I found my way into sales.”
Five years ago he accepted a position
with Pro Towels and made the cross-
country move from Utah to Atlanta, Georgia.
He calls the relocation his most difficult
challenge yet. “Only knowing a couple of
people here, moving my family and ‘farm’
animals, learning a new culture, having a
new sales territory, a new job and learning
how to be a dad all at the same time
has been challenging but also extremely
rewarding,” he says. Lofton, 31, is the kind
of guy who looks on the bright side and
always finds a way to have fun. “Whether in
this industry or another, if you don’t enjoy
what you do, it shows and will wear you out
before you know it,” he says.
What Lofton likes best about his
position at Pro Towels is that every day is
different—whether it’s a new project to
manage or a new challenge to solve. “I can
never get bored doing what I’m doing. I also
absolutely love seeing our product being
used.” Recently, at the mall, a beach towel
in a store window display caught his eye.
He immediately knew it was a Pro Towels
product and it made him smile.
Lofton’s pure enthusiasm for the
industry is what has endeared him to his co-
workers and industry peers alike. “Keith and
I have worked together for over four years,
and day in and day out he has proved to me
just how good he is at what he does, and
how valuable he is to the organization,” says
nominator Brian Porter, vice president of
North American sales at Pro Towels. “He’s
on the clock 24/7, people enjoy working
with him, he goes above and beyond to
ensure that not only do people get what
they need and he’s also made many friends
beyond the daily scope of his work.”
Nominator Janet McMaster, regional
sales vice president at Geiger, knows Lofton
from trade shows, sales meetings and
customer-focused events, and has worked
with him on regional association events.
“Keith infuses energy and enthusiasm
into every segment of his business and
relationships, from clients to fellow board
members to fellow supplier reps, keeping
us all fresh and innovative,” she says.
“He has a genuine desire to build lasting
partnerships with his distributor clients
and not be just a ‘one hit wonder’ who
sells towels.”
Despite his busy workload and a full
family life, Lofton is also currently serving
as president of the Georgia Association of
Promotional Products Professionals, and it
was in that role that nominator Lisa Bibb,
MAS, executive director of GAPPP, saw his
leadership abilities in action. “Keith has
proven himself to be a very dedicated board
member, even with his hectic schedule,”
she says. “He always wants to attend every
conference and meeting in order to learn
more, connect with his peers and be the
best ambassador for GAPPP. His passion
for taking the association to the next step is
truly inspiring.”
Keith Lofton, CAS
NATIONAL ACCOUNTS MANAGER/SPORTS MARKETING COORDINATOR
Pro Towels
HIS INSPIRATION
He cites those he has worked
with—Charley Johnson, Dana Zezzo
and Brian Porter—saying all have
taught him so much about what it
takes to succeed in business and
in his personal life. “I’ve been able
to surround myself with some great
people and these are three who
have helped shape my business
mind and approach. I wouldn’t even
be doing what I’m doing today if it
weren’t for them.”
THE INDUSTRY IN FIVE YEARS
“I would like to see the industry get
younger and get that next wave of
marketers, game-changers and
leaders coming into the industry.
I’ve always been one of the younger
people in our industry and I’ve been
around almost 10 years. Now I
feel like it’s my turn to show some
younger people the ins and outs of
what we do—like my mentors have
done for me.”
ON HIS TO-DO LIST NOW
Prepare for business trips, clean
out inbox, ship trade-show booth.
2016
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SEPTEMBER 2016
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29