Counselor’s Woman of Distinction honor is awarded to a person who’s made a positive mark in the industry through her business acumen, leadership abilities and mentoring. Susan Lewandowski checks all those boxes and more.

Business acumen: Through what she terms “strategic rebranding efforts and a relentless focus on customer service and sales expansion,” the managing director at BEL Promo (asi/39552) has helped the company increase sales 111% since joining in 2008 and gained preferred status with many Top 40 distributors.

Leadership: The 34-year industry veteran currently manages a team of 50-plus people and has cultivated an atmosphere of continuous improvement and mutual respect that landed the supplier on Counselor’s 2024 Best Places to Work list.

Mentorship: Just one notable example is the guidance Lewandowski provided for a junior staff member. Recognizing potential, Lewandowski nurtured the employee’s talents through regular one-on-one meetings. “I listened to her aspirations, provided constructive feedback and empowered her to take on increasingly challenging responsibilities,” she says. “I encouraged her to believe in herself, instilling confidence and resilience in the face of obstacles.”

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Susan Lewandowski, Counselor’s 2024 Woman of Distinction, joins the Promo Insiders podcast to share how she mentors and gives back to others in promo.

Lewandowski was molded by strong women – especially her mom. Wheelchair bound due to polio, Lewandowski’s mother demonstrated how to be a strong, independent woman who’s unafraid to take chances. “My mom never let her disability define her,” Lewandowski shares. “She always loved to read, so she opened up her own bookstore. Part of my grit came from her.”

Like her mother, Lewandowski is a proponent of volunteering and being active in the business community, including the Women’s Leadership Conference and the Gold Coast Promotional Products Association, once serving as president. “My passion for empowering women in leadership roles fuels my involvement in national leadership initiatives and women leadership groups,” she says, “where I strive to pay forward the support and encouragement I’ve received throughout my career.”

Lewandowski joined the industry in 1990 as a supplier sales account manager with ASI, and later helped launch The ASI Show. (She credits Chris Lovell, a past Woman of Distinction who retired last year from ASI, as being an astute adviser who acted as a trusted sounding board.) “Desperately Seeking Susan” was a 1985 film, but given Lewandowski’s multiple decades of success, the phrase might as well be an industry motto for how often she’s sought after for her expertise and guidance.

“Working with Susan has been an incredible experience, especially for someone like me who’s relatively new to the industry,” says Counselor Power 50 member Lisa Hubbard, VP of sales & marketing at Top 40 distributor The Vernon Company (asi/351700), who joined the promo industry in 2020. “Her enthusiasm for continuous improvement and willingness to collaborate have played a crucial role in the growth of both BEL Promo and Vernon. Susan consistently brings fresh perspectives and innovative approaches to our work. Her dedication to leadership and her team is unparalleled.”

Kirby Hasseman, owner of Hasseman Marketing (asi/221824), is equally impressed. “Susan is a dynamo,” he notes. “Not only has she done an amazing job of improving the brand of BEL Promo, but she also runs a tight ship. She makes doing business super easy. And because of her leadership, BEL has become one of our go-to suppliers. In addition, Susan is just fun. I love when I get to spend time with her to talk about business or life. I always feel like I leave the better for it.”

“I never want anyone to feel they can’t approach me. I remember being overwhelmed at times and I don’t want people to ever feel they can’t ask for advice or just talk. I want to pay it forward 150%.Susan Lewandowski, BEL Promo

BEL Promo President (and Counselor Power 50 member) Alan Tabasky gives Lewandowski high marks for her business skills. “Susan’s strategic vision and unwavering dedication have been pivotal in steering our operations toward sustained growth and market leadership,” Tabasky says. He also emphasizes Lewandowski’s ability to build lasting relationships with business partners and her collaborative spirit – an approach to leadership that he calls “inclusive and empowering.”

“Susan’s impact,” Tabasky adds, “extends beyond internal operations; her commitment to excellence and integrity resonates throughout the industry.”

A diehard Pittsburgh Steelers fan who currently resides in Florida, Lewandowski enjoys spending time with her four children (sons Max and Nick and twin daughters Sarah and Rachel) and two grand dogs, as well as some quiet time. “My love for the ocean and literature remains a constant source of rejuvenation and inspiration,” she notes.

It’s clear that nurturing relationships and mentorship are the foundations of Lewandowski’s management style. “I never want anyone to feel they can’t approach me,” she adds. “I remember being overwhelmed at times and I don’t want people to ever feel they can’t ask for advice or just talk. I want to pay it forward 150%.