PPAI’s 2024 Women of Achievement | Must Read at Geiger, where she has been instrumental in growing sales from $15.1 million in 2009 to north of $330 million today. In an industry that can sometimes resemble musical chairs, McMaster says she’s remained at the family-owned distributor because of its culture. “That includes a ‘family’ of relationships, valuing people – our employee associates above all – giving back to our industry and communities, doing what is right, focusing on corporate social responsibility, DEI and product safety and finding ways to do things better so we’re more effective in serving our clients with the solutions they need,” she says. Mentorship & Stewardship A proven and driven leader, McMaster has served on several committees and boards of regional associations, most recently as chair of the Virginia Promotional Products Association. In 2023, she served as chair of the Promotional Products Education Foundation board. In 2016, she was named a PPAI Fellow. Throughout her career, McMaster has mentored not only many sales partners within Geiger, but also countless women on both the distributor and supplier side seeking to advance their position within the industry. “It’s important that a mentor makes introductions of key people in the industry to the mentee to help expand their professional network and open new opportunities for creative collaboration and growth,” McMaster says. “Like any industry, ours has its own set of challenges. Whether it’s pricing pressure, supply chain issues or changing customer preferences, a mentor PPAI • JULY 2024 • 35
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