#18 Lori Bauer

iPROMOTEu (asi/232119) – CEO

2024 Rank: #23

Industry Experience: 28 years

Previous Appearances on Counselor Power 50: 1

Earning high influence ratings from both the overall promo industry and her Counselor Power 50 counterparts, Lori Bauer, CEO of Counselor Top 40 distributor iPROMOTEu (asi/232119), advances five spots on this year’s list.

Bauer was at the epicenter of last year’s biggest distributor acquisition when iPROMOTEu purchased former Counselor Top 40 distributor AIA (asi/109480). Bauer admits it’s been “a unique challenge integrating two strong, independent organizations while still delivering the seamless support affiliates expect.” Still, Bauer says iPROMOTEu has taken a “thoughtful approach” that is creating long-term benefits for its affiliates and the company.

“I’m especially proud,” says Bauer, who took over for company founder Ross Silverstein, “of how our teams have united to deliver even greater value to our affiliates, including expanding sales and marketing resources, strengthening operational support and unlocking new opportunities for growth.”

The added revenue from AIA in 2024 – plus 3% organic growth – has propelled iPROMOTEu into the top 10 of the largest distributors in the promo industry at the same time as it expands its footprint in Canada. To maintain and increase those sales gains, Bauer and her strong leadership team are focusing on technology built to support its affiliates – particularly enhancements for the company’s order management system. Says Bauer: “I’m committed to empowering and supporting the iPROMOTEu team so we continue driving innovation in technology, marketing and operations so our affiliates can compete – and win – at the highest levels.”