WOMEN IN LEADERSHIP SPOTLIGHT: AMY BALDWIN

A unique blend of intellect, common sense, and humor, Amy Baldwin is eminently qualified for her demanding job at Gulf Distributing. Behind this business powerhouse, her go-go-go approach to life reflects her can-do mindset. Recently, she sat down with us to talk about what she’s learned as she climbed the career ladder, how she makes it a point to give back, and how her family at work and home influence every decision she makes. One of the Bay’s best and brightest, we couldn’t be happier to shine a light on her and share her hard-earned wisdom.

By By Amber Wielkens Photos Layla Lambert, L-egantPortraits.com Makeup Courtney Matthews Makeup Artistry, Cocokat1978@gmail.com Hair Felisha Allen, Identity Salon, 251.478.2409

Simply too busy for self-promotion, we think more people should know their aspirations can manifest just like Amy’s have. Managing Director of Organizational Development at Gulf Distributing Company of Mobile, her responsibilities are seemingly endless, yet somehow she manages it all while being married to Lem Baldwin, owner of Pallet Depot of Pensacola, and mom to Luke, 12, and Vivian, 11. Hint? She never said it was easy.

 Raised in Novato, California, Amy’s been industrious her entire life. Going to work as soon as it was legal and shares, “I started working at 14 and have had many jobs since; my least favorite was working alone in a warehouse relabeling coffee filters. It was so boring and for me, boredom is the worst.”

 At this point, many list their university degrees, but Amy was staunchly against that route. “I didn’t go to college. In high school my grades were terrible, I couldn’t sit still and I was bored. I knew I was going right into the workforce, which I did,” she explains.

 Her ambition and willingness to perform above and beyond enabled her to move from entry-level positions to management. “At my last job, they threw me an amazing going away party. I still get together with them when I visit California,” Amy shares, confirming she makes any company she works at a better place.

 After relocating to the South, Amy worked her way into a leadership position at Gulf Distributing. “Over  16 years ago, I started in an entry-level position in the Marketing Department in the Pensacola, Florida warehouse location. It was a lot of fun, and I learned how to use graphic art software, a valuable skill I still use today. From there, I moved into various management roles in the Marketing Department, and now my title is Managing Director of Organizational Development, which enables me to work with all departments,” she clarifies.

 Though she comes across as a natural leader, Amy isn’t sure she’ll ever get used to that label.

“It’s important to do the best I can for those crazy enough to follow me! I believe in servant leadership and view my role as a sort of guide providing the roadmap to keep us on course. When problems arise, I ask my team to bring them to me with at least one solution. I admit, this is a bit self-serving but my employees are bright and can usually solve problems on their own. I also challenge them, hold them accountable and help them learn from mistakes, which we all make. My COO helps me learn from mine! Most importantly, I acknowledge their contributions. Every employee is different, and I don’t have a one-size-fits-all formula. I go with their flow and try give each of them my best,” she explains.

 Asked if she’s encountered challenges working in a male-dominated industry, she quickly sets us straight. “As the youngest of five children, three of them brothers, if I wasn’t loud and outspoken, I would’ve missed a lot of meals. Plus, my dad was military, so we moved a lot and I was constantly the new kid. Today, I can see that my childhood really prepared me to be a woman in the workforce. I have never had a problem speaking up for myself. I ask questions without worrying about looking stupid, challenge ideas when I don’t agree, and occasionally I even make ill-timed jokes. But, I can admit when I am wrong! I learned after having children that one of the greatest skills is being able to accept that you aren’t always right. It’s hard, but once you accept it, it’s really freeing, and that’s when you really start learning from others around you.”

 Joking about men, Amy turns thoughtful, saying, “For the most part, the guys at Gulf are my support system, mentors, and champions. You have to earn people’s respect, whether they’re male or female, and you should also consider whose respect is worth earning.” With all that said, Amy admits that, oftentimes as one of the only women in the room, she’s been talked over in meetings, had someone take credit for her work, and received belittling comments throughout her career. “I will never forget the time a male customer at an event Gulf was sponsoring told me that my job was to just ‘sit there and look pretty.’ That did not go over well.”

 Seeming to have it figured out, Amy shares, “It took time to learn how to stand up for myself. You will absolutely find your confidence with age. We all have to stand up for each other and respect one another, regardless of gender. If you’re a woman and you see this happening, stand up for your coworker, and if your organization doesn’t have your back, the job market is pretty good right now,” she chuckles.

 Speaking of women in leadership, although Gulf’s founder Freida Maisel was not actively working there when Amy started (though she’s met Ms. Freida several times), she felt her presence immediately. “I always felt like I had the same opportunity as the men at Gulf. When I was promoted to a managing director role, I was fresh off maternity leave. With two kids under two, my husband and I were exhausted. I was shocked when our Chairman and CEO Elliot Maisel asked, ‘You’re a mom, and mom comes first. What do you need at home?’ I’ll never forget that moment, and think it came from years of Elliot watching his own mother juggle so much. It allowed me to manage with the same flexibility and acknowledgement that work is important, but family must always come first.”

Amy laughs when we ask about work-life balance. “There’s no real balance; it’s mostly a dumpster fire. I do the best I can. As mothers we’re hard on ourselves. I once had a meeting in Tuscaloosa at noon so I drove four hours, had the meeting, turned around and drove back to be home to dress my kids for the 100th day school celebration. That’s what you do. Luckily, Gulf has supported me. When my kid is sick they’re like, ‘Amy go, we’ve got you.’ It’s the best feeling, and I try to pay it back as it really takes a village—and grandparents,” she beams.

 As for what Amy’s excited about now? “Currently we’re super focused on improving our overall culture, pay, and rewards programs. For example, we’re executing an employee development initiative. With many talented individuals on staff, we have realized there is so much potential right under our nose, and we know some of our folks face significant hurdles when it comes to advancement. Wanting to change that, we’ll offer computer, software training and more. Our goal is to open a pipeline for any employee who wants to learn or progress. “

 Fully committed to making the investments needed to affect change, Gulf’s also instituting a diversity, equity, and inclusion (DE&I) program, which will lead to even more opportunities for lower-level employees to move up. Amy is firm, saying, “This company was founded by a Jewish woman in 1973 in Mobile, Alabama. Starting out as an underdog, we have an ingrained competitive spirit. We care about talent, drive, skill, and heart. I’m proud the Maisel family has made this culture change initiative a top priority, because the most important part of any organization is the people.”

 As for what her day to day look like, she adds, “My calendar’s always full and I’m usually jumping from one thing to another—whether it’s a marketing, new brand onboarding, educating legislators, or a training and recruitment meeting, I’m constantly reviewing and approving marketing investments, negotiating sponsorship contracts, planning community donations, building presentations, tasting new products (she smiles when she tells us that’s hard), analyzing and improving processes, organizing recruiting tools, talking to employees, organizing lunch or snacks for the team, budget planning or writing announcements, the list goes on. Whatever it is, I do it!” she proclaims as we try to wrap our heads around her myriad responsibilities.

 Justifiably proud of Gulf’s care for their workers, Amy is quick to add it’s not just talk—it’s action and money. For example, when Hurricane Michael hit Panama City In 2018, it left the area and their warehouse devastated. Amy recalls trying to locate some of their workers, sharing, “Our teams mobilized immediately going door to door to mark them as safe. The amount of damage our employees suffered was astonishing. We set up a company relief fund in a few hours and Gulf distributed more than $100,000 in the first 60 days. We hired lawyers to assist with insurance claims, supplied food, and of course, beverages. And we’ve done it ever since.”

 Amy also oversees all of Gulf’s community giving efforts. And, it’s a lot. “Annually, we support over 100 charities. Some national or global, but the majority are local like the Salvation Army, Nick’s Kid’s, 100 Black Men, Mobile Bay Keeper, The Saenger Theatre, local schools, and many more. The Multiple Sclerosis Society is close to our hearts, and we’ve participated for years and hosted campaigns led by our Sr. Vice President, Louis Maisel. He recently organized an MS Crawfish Boil at Old Majestic Brewery in Mobile and we raised a sizable donation over spicy crawfish, conversation, good music, and of course, cold beer. Just over 30 years ago, Gulf founded the Lite Scratch Tour, led by my coworker and friend John Racciatti,” she states.

 Getting personal, Amy cites “family, food, and beer” as her three favorite things. “I’m fortunate. to have a wonderful husband who’s an amazing father and a true partner. My two children maintain good grades, never talk back, and aren’t embarrassed of me, yet. I’m told this will change so I’m enjoying it as much as I can. I walk our dogs a lot—one is an angel and the other is a nightmare, but you can’t have it all, I suppose! My husband and I work a lot, so we like to stay home an entertain on the weekends, and the kids have lots of sleepovers. We don’t mind a loud, full house. In fact we prefer it.” Loud and busy? We’re not surprised, just inspired.

Orange top photo: Top, $108; Rise, 251.341.7096. Jeans, $79; Dillard’s, 251.471.1551.