EMPLOYEE SPOTLIGHT: Lorri Martinez

Taking care of label customers written in her DNA

You could say Lorri Martinez was destined for her position as VP of Sales at Columbine Label. She has an impressive 32 years of working in the labels industry, including 27 years with Columbine Label. Born and raised in Colorado, Lorri spent a few years working for another label company, then joined Columbine Label in 1992. She was hired as a rewinder to replace her grandmother, Susan Duran, who was retiring from the company.

But Lorri earned her stripes the old-fashioned way. In addition to working as rewinder, she also ran one of the small Comco presses and spent time in purchasing before joining the customer service team as a sales representative. In this capacity, Lorri puts her extensive knowledge of labels to work every day taking excellent care of customers and finding the right label solutions.

“I like to ask a lot of questions and understand customer needs first. Then I make a point to help educate customers on what it takes to make a label and what goes into a quality finished product. By taking the time to do this, it gives them the extra reassurance they need to see the value in what we offer from start to finish.”

This personal service is especially critical today with new technologies and materials constantly emerging. “Back in the day, there were not a lot of choices for labels,” Lorri explains. “Now there are so many options for materials and different types of printing techniques. Customers are not afraid to try new things and design outside of the box. And we’re right there with them to help bring their ideas to life.”

For Lorri, that is one of the most rewarding aspects of her job. “I just love seeing our labels on customers’ products and being a part of what they sell.”  Making it all possible is the Columbine team, according to Lorri. “Most everyone at Columbine has been here ten-plus years and the teamwork really shows. We stand behind what we say we will do and that makes a big difference for our customers.”

While Lorri’s life has always revolved around labels, She also makes time to enjoy rooting on her Denver Teams and skiing, working out and doing yoga. Namaste!

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