Keith Lofton, CAS
NATIONAL ACCOUNTS MANAGER/SPORTS MARKETING COORDINATOR
Pro Towels
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.”
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.
