PPAI Rising Star Lane Hokanson
Lane Hokanson, 28
Global Key Accounts Marketing Manager
Grand Rapids, Michigan
In her first job after high school, Hokanson worked in the marketing department for a florist, alongside a friend. When that friend left for a local distributor, Hokanson followed soon after. She landed in sales before switching to marketing, then later joined Goldstar on the supplier side of the promotional products industry.
Earning The Honor
Nominator Parker Melvin says, “Lane is the epitome of a rising star in our industry! She is simply the most gifted and intuitive marketing person with whom I have ever worked. She brings a unique blend of skill and experience in both sales and marketing to a position that is the first of its kind at our company.”
Your Most Difficult Challenge?
“I would say, honestly, feeling like you’re not doing enough. I think it’s easy with so much content and information in the world. It’s kind of a blessing and a curse. So, it’s easy to feel like you could be doing more because you’re seeing lots of people doing bigger, bolder and different things. But it’s important to recognize who you are, what your role is like in your company and who your audience is, and just remembering that you’re doing a good job.”
Prefer Working From Home Or In-Office?
“I’m an introvert, and I have a dog. So, my preference is, for sure, working from home. I love it. I feel like I’m just as productive at home versus the office. I just don’t have to look busy if I’m not. I really appreciate that kind of flexibility and fluidity that comes with having just a little bit more freedom and having a team where I understand my role, and I can do it. And if I’m efficient, that’s totally fine.”
What Inspires You?
“I’m uptight, and so I always want to make sure that I am doing everything on my to do list, crossing my T’s and dotting my I’s. I don’t want to let anybody down. But really, that means I love my team. So, I don’t want anyone to ever feel like I’m not supporting them or not giving them what they need. That’s what really inspires me to do my best.”