Women In Print and Promo: Amber George, Boundless Collection

For the 11th year in a row, Print & Promo Marketing is proud to present its annual “Women in Print and Promo” feature. In honor of Women’s History Month — and every month — we are sharing the transformative paths these women have taken to help drive the industry forward. Find out what motivates them, where they’ve succeeded, and how companies can advance female talent. Stay tuned throughout the month for more profiles, and check out the March issue of Print & Promo Marketing for the full feature.

Today we're speaking with Amber George, managing director, Boundless Collection, Dallas, TX.

Amber George

Everything starts with trust. That trust eventually leads to connection. Amber George didn’t start out in promo, but if there’s a common theme that runs through her career path, it’s relationships.

George’s professional roots date back to the hospitality industry — a vertical market that thrives on customer experiences. She worked in the communications department at Wyndham International’s Dallas headquarters. This job evolved into a meeting and event planner role at a third-party agency, where George primarily served clients in the pharmaceutical industry. In two short years, she learned a lot about customer service excellence and what it meant to her.

During that time, she felt an immediate attraction to the merchandise and gifting side of the events business. “Was there a way to elevate promotional products and offerings to clients in various markets and sectors?” she wondered. George would soon find out.

Led by curiosity, George left her event planner job to work for Kim McAuliffe – The McAuliffe Group. Catering to hospitality, commercial real estate, and automotive industries, McAuliffe focused on premiums, corporate gifts, and unique custom products. This “new-to-her” business model fascinated George.

“[Kim] operated like a small boutique industry and differentiated herself with creative ideas, gift wrapping and packaging services, and high-end luxury gifting,” she recalls. “I learned so much from Kim.”

George was ready to move to the next level. She took a risk, and it paid off. George became an independent contract sales professional for Holden Custom Products. She credits both of those early roles in the hospitality industry for helping her establish contacts that led to new relationships along the way. “Like many businesses, this is a relationship business,” George says. “Networking, and pursuing personal and professional connections are integral to success.”

Her natural ability to connect, lead, and mentor would soon manifest in other ways. In 2006, Boundless, a top 50 promo distributor, hired George as managing director for DFW. Having worked with Boundless for years, she wanted more ownership in the decision-making process. Once again, she bet on herself and, in 2011, introduced Boundless Collection LLC.

George describes Boundless Collection as a promotional marketing agency. “We feel like organizations have a need to drive engagement with their clients and their employees, and we use tangible gifts to drive that engagement,” she says. George received her WBENC certification roughly three years ago and currently leads a diverse team of six full-time female associates. “[It showcases] her commitment to fostering a healthy and collaborative culture, and her specific drive to empower women in the industry,” her nominator says.

Giving the gift of joy motivates George. But what makes her the happiest is to know that “we’ve exceeded expectations.”

“So if the client comes to us and says, ‘Hey, we want to do something for our employees to show that we appreciate them,’ my goal is to blow them out of the water with what exactly that looks like, and that results in a happy customer and even happier recipients.”

Her Proudest Career Achievement

“I am most proud of cultivating a team of amazing women, Boundless Collection, to help run my business and service our accounts. As a business leader, fostering a supportive and healthy environment is everything. I strive to empower each team member by encouraging open communication and recognizing that our diverse strengths contribute to our collective success. It is critically important to provide creative ideas, excellent service, and exceed our clients’ expectations so that they will continue to trust us with their branded merchandise and marketing needs. However, we must care for one another to care for our clients. I am incredibly proud of building a successful and collaborative team. That has been the key to my success in this industry.

“I am also a proud recipient of the Boundless Lifetime Achievement Award: the Green Jacket. This award recognizes an individual’s commitment to the Core Values at Boundless and their commitment to the success of those around them. I have also been in the top five reps based on sales revenue since joining Boundless Network in 2001.”

How Failure Taught Her Resiliency

“Gosh, I fail often. I have hired the wrong person for a position, missed a delivery date for an event, and over-committed myself (and my team) on several occasions. In this business, we must make magic happen every day — however, we are human and therefore we will miss the mark from time to time. In my mind, resilience is a badge of honor in this business.

“It is how we handle the setbacks that determine our success. I am grateful to have a team of people to help me overcome obstacles and turn the negative into a positive experience where possible.

“Years ago, we executed a campaign distributing branded coolers, apparel, and outdoor chairs to various ‘contest winners’ on behalf of a well-known brand. I missed an error on the dropship distribution list, and the most expensive prize was mis-shipped to a large number of incorrect recipients. It was an expensive lesson learned, but we addressed it immediately by communicating with the client and providing a quick resolution. The client appreciated our efforts, and the set-back allowed an increased dialogue with our customer, further establishing our relationship and resulting in additional opportunities for service. Challenges and setbacks are inevitable, but I am proud of my ability to quickly identify solutions and communicate effectively.”

Her Most Significant Barrier as a Female Leader

“Being a woman in this industry has been a considerable benefit. Most buyers (in my experience) have been female, and I have an all-female team. I have leaned into my strength for relationship building and my ability to connect authentically to foster stronger connections and deeper relationships.”

How She Thinks Companies Can Attract and Retain Female Talent

“Companies can attract, retain, and advance female talent by offering mentorship programs and flexible work arrangements, and creating a supportive work environment that fosters a culture that values career development while rewarding individual contributions.”

“As an all-female team, I have offered group training sessions and self-development opportunities like Enneagram and Strength Finders. Investing in learning more about one another, our communication styles, core desires, and strengths has made us a more effective team with a deeper understanding and respect for one another. I strive to foster a welcoming environment to my team members and look beyond the job to understand each team member and how to best support their personal goals.”

Her Job Advice to Women

“This business is not easy, but it is so much fun. Sure, it is stressful, but it is also incredibly rewarding. I am so grateful that I took the leap of faith to enter this business many years ago. I encourage anyone entering the print and promotional products business to start by building a solid network. Who do you currently know that needs your products and services? Make a list. Think about networking as a critical part of your career. Invest the time to get to know your colleagues, supplier partners, and current and prospective clients. We are in a relationship business!

“Give yourself grace. It took me about three years of consistent effort with work as my primary focus before I hit my stride. You must get comfortable with rejection, but also take the time to relish and enjoy the wins.

“Seek mentorship for guidance and sharing experiences. Surround yourself with positive people with a similar work ethic and values that will encourage you. Confidence and a belief in your abilities will help tremendously — seek out books that successful people recommend, listen to podcasts, attend events, take people you admire to coffee, and get to know them. You must invest in others. I don’t know where I would be without my mentors and the various relationships I have developed throughout my career.”

Her Upcoming Goals

“My daughter is about to start her senior year of college and my son (my youngest child) is currently a senior in high school. I am entering the ‘empty nest’ stage of my life. It is so crazy how fast the time has all gone. I started in this industry before I had children. Upon joining Boundless, I recall telling the director of sales that my goal was to be there when my kids got off the bus. This career has certainly afforded me the flexibility to be at most of the big moments as a parent — for that I am immensely grateful. As my role as a parent evolves to more of a consultant, my personal goal is to navigate this new chapter by allocating time for more hobbies, travel, and further investment in personal relationships.

“In terms of my career, did I mention that I aspire to have nice things and I love to travel? I don’t plan on slowing down any time soon. I love this industry, my clients, and my team. There is so much left to achieve, and I am here for it.”