Executive Perspectives: Cooley Group Inc.'s Karie Ballway

As part of Print+Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry.

This month, we interviewed Karie Ballway, executive vice president of Cooley Group Inc., Pittsford, New York. Here, she discusses ways to build employee loyalty, shares how she defines success, and hints at an exciting future.

How did you get started in this industry, and what path did you take to land in your current role?

Karie Ballway

Karie Ballway: I started with Cooley Group when a family member working at Cooley suggested I join the team as a brand consultant. At that time, the company already had a long history of providing print services, but had only recently expanded into promotional products. Fast-forward almost 20 years — the company has grown our solution offerings to showcase print, promo, apparel, packaging, kitting, and fulfillment. I expressed interest in becoming part of the leadership team approximately seven years ago, and this was supported by my fellow colleagues. Working for an employee-owned company afforded me the opportunity of creating a career path where I now serve as our executive vice president. [In this role,] I work to shape the culture and future growth of the company, while still continuing my passion of serving clients in a sales capacity.

How does the economy continue to affect the industry?

KB: I believe attitude is everything. We will always be dealing with adversity and uncertainty in life, but how we approach it determines our success. Cooley Group differentiates itself by the relationships we have developed with our clients. I think it’s because of our collaborative approach that we achieve best-in-class NPS scores year after year. We also continually analyze our client base to determine how to allocate resources to best serve them, and we rely on the strong relationships we have built with top suppliers via our preferred partner network, which affords us access to trending products at the best prices. Cooley Group has had tremendous growth in the past several years, and I’m very optimistic about our future success.

What do you expect to be some of the biggest changes or challenges the industry will face?

KB: Recruiting talent continues to be a challenge in nearly all sectors. This is such a fun, exciting, and dynamic industry — who wouldn’t want to do this for a living? But, for some reason, we seem to have a tough time communicating this to those in the early stage of their careers. Fortunately, our focus on company culture and employee engagement contributes to our very strong employee retention.

What keeps you up at night?

KB: I’m very proud of our team and all that we have accomplished in the last several years. They have adapted to change, and been open to new ways of thinking and leadership styles. We have seen double-digit revenue growth, solid client retention, and strong employee engagement and satisfaction. From an industry point of view, all signs point to another positive year ahead as suppliers continue to expand their inventory positions and innovate with new product introductions.

What do you think is the most exciting, cutting-edge thing your company is doing right now?

KB: We are extremely proud of Cooley U, the employee learning and development program that we launched in 2022. In our industry it’s unusual for a company of our size to have a formalized program, but we recognize employee development needs to be a top priority. As an employee-owned company, our culture and teamwork have been the keys to our success, and it’s the focus on these key areas that have led to Cooley Group being named a “Greatest Company to Work For” and a “Best Company to Work For in New York State” multiple times. Of all the awards Cooley Group has won, I am most proud of these because the results are based on unbiased and confidential feedback from our employees.

What would people be surprised to learn about you?

KB: I began competitive rowing after college and continue to row today. This experience provides the skills and mindset to achieve both individual and team successes. In the sport of rowing, we strive to have a “Mind Over Water” attitude that allows us to calmly navigate and glide across the finish line. I do my best to carry this sentiment into my work life to manage the daily challenges we all face on the job.

Also, I think people might be surprised to hear that the nap I take right before bed sets me up for a good night’s sleep!

Want to be considered for a future edition of Executive Perspectives? Contact Elise Hacking Carr at ecarr@napco.com for a list of questions and other details.