As Executive Vice President of Commercial Sales, Stephanie Maday collaborates with her team to deliver tailored strategies that support and strengthen magazine, catalog, and book publishers. By evaluating and enhancing clients’ revenue strategies and content distribution services, she drives growth and long-term success.
Thank you! I am excited to be part of the Walsworth family!
Andy Billett, the new Chief Operating Officer, reached out to me on LinkedIn stating he had referred my name to the recruiter for the Executive Vice President of Commercial Sales position at Walsworth. Having previously worked with Andy at one of the Taylor Corporation locations, he was familiar with my professional background and career trajectory, which led him to believe I would be a strong fit for this role.
I was eager to learn more about the opportunity, and that marked the beginning of the entire process.
I wasn’t actively seeking a new role, but I am always committed to personal and professional growth, and open to exploring new opportunities. I spent the first 20 years of my career at Taylor Corporation, and since leaving in 2020, I’ve worked with several companies. This time, I decided that if I were to make a change, it would be with an organization where I could make a lasting impact and potentially find my long-term professional home.
Approximately 24 years ago, I began my career at Taylor as a customer service representative and steadily advanced within the company, specifically within the promotional products division.
At the North Mankato, Minnesota location, Taylor has a unique and longstanding relationship with 3M, which is their largest customer. That location manages all aspects of 3M’s printed Post-it needs, including marketing, sales, production, and billing. As a result, I gained comprehensive knowledge of the custom printed Post-it® Note industry.
This experience formed the foundation of my expertise in print. We managed orders ranging from single units to millions, and I was fortunate to be part of the organization during its transition to digital work as customer demands evolved. This shift required us to adopt new technologies to enhance our offerings and expand our customer base.
I began my career in customer service, which provided me with a strong foundation in understanding client needs and internal processes. From there, I transitioned into inside sales, where I developed my skills in client relations and sales strategies. This progression led to roles in sales and marketing, where I had the opportunity to integrate market insights into our sales approach. Eventually, I advanced into sales management, and before leaving, I held the position of National Sales Manager, overseeing large-scale sales operations and leading teams to achieve national objectives.
In May of 2020, right when COVID hit.
After leaving Taylor, I remained within the promotional products industry but transitioned into a different category, selling high-end awards with a company called Crystal D. I often tell people I went from selling 32-cent Post-it® Notes to selling $500 crystal awards. Despite the significant change in price point, the clientele and industry remained the same, allowing me to leverage my existing expertise in a new product category.
Originally, I joined Crystal D as a sales representative, and within five months, I was promoted to Executive Vice President of Sales. It was a rapid progression, but the company’s owner recognized my potential and entrusted me with this leadership role. I remained in that position for three years, leading sales strategies and driving growth.
Following that, I accepted a role with another supplier, a female-owned apparel company called Storm Creek, where I’ve spent the last seven months. Storm Creek is the only 100% sustainable apparel company in the industry, and the owners are remarkable individuals dedicated to sustainability and innovation. My decision to leave was solely driven by the exceptional opportunity to join Walsworth, which I felt aligned perfectly with my long-term professional goals.
When a new opportunity presents itself, my primary focus is on whether I can help them make a meaningful impact. My philosophy, both professionally and personally, centers around serving others. Everything I do is aimed at improving the lives of those around me. For my family, I am constantly thinking about how I can support and uplift them—whether through my career or in my role as a parent.
In a professional context, I take the same approach. I am always considering how I can contribute to bettering the employees, empowering them, and ensuring they have the tools and resources needed to succeed. Ultimately, the success of an organization is directly tied to the success of its people, and that’s a guiding principle in how I lead and make decisions.
What really drew me to Walsworth was their shared passion for their people. Their commitment to empowering employees and fostering a culture of support deeply resonated with my values. It is this alignment that made Walsworth the right place for me.
I believe that when we deeply understand our customers’ needs and expectations, and align our strategies and operations to meet them, the growth potential becomes limitless. Success lies in our ability to continuously adapt and innovate in ways that add value for our customers.
This growth could be driven by several factors, such as advancing our technology capabilities, exploring strategic acquisitions, enhancing automation, or even redefining our sales approach. Aligning our sales and marketing efforts will also be critical in ensuring that we present a unified and compelling message to the market.
The possibilities are vast, and I view the potential as truly unlimited. It is not just about where we are today, but about how far we’re willing to go in evolving our offerings and meeting the ever-changing needs of our customers.
In my first 30 days, my focus will be on building relationships and gaining a deep understanding of the team’s strengths and challenges. Identifying challenges is crucial, as they often reveal the greatest opportunities for growth and improvement.
I plan to spend significant time observing, learning, and listening, approaching the current situation with genuine curiosity. I will be visiting our various plants and asking thoughtful questions to fully grasp the operational landscape.
A key part of this process is understanding everyone’s role and contribution, while also ensuring their buy-in on how we, as an organization, should move forward. It is essential to have all employees aligned with the company’s vision, as they are the ones who will ultimately execute it, often with even more impact than the leaders themselves.
The job description I received prominently featured the term ‘disruptor’ at the top. I view this word positively, as it aligns with the notion that ‘there is no change without change.’
My perspective is that being a disruptor does not necessarily mean overhauling an entire organization; rather, it involves identifying and implementing positive changes that advance the company toward its desired vision. This concept was a significant factor in my interest in the position.
During my visit to Marceline, I engaged in open conversations with each leader to gain insights into their willingness to embrace change. This is my third organization where I have undertaken a similar approach, and I can attest that it can be challenging when leaders express openness to change but do not genuinely support it.
Fortunately, every leader I met was candid, honest and transparent. This level of openness began to establish trust between us, reinforcing my belief that this is the right opportunity for me.
My sales philosophy is a combination of Value-Driven, Relationship-Centric Sales. It emphasizes the importance of fostering deeper, meaningful relationships with high-potential customers rather than merely aiming for high sales volumes.
By prioritizing quality over quantity, sales professionals can engage with customers who align closely with their offerings and values, creating opportunities for long-term partnerships. This approach shifts the focus from a product-centric mindset to a customer-centric one, where understanding and addressing customer needs becomes paramount. Tailoring solutions to solve specific problems not only enhances customer satisfaction but also establishes the salesperson as a trusted advisor rather than just a vendor.
Value creation is essential; success is measured not by the lowest price offered but by the tangible benefits delivered to the customer. Sales reps are encouraged to work strategically and efficiently, particularly during the discovery phase, where they gather vital insights into the customer’s goals and challenges. The discovery phase is critical for aligning solutions with customer expectations, which fosters trust and credibility.
By practicing active listening and maintaining transparency, sales professionals can build strong relationships that stand the test of time. Understanding that sales is a journey requiring patience allows for a more resilient approach to setbacks.
Furthermore, recognizing that sales talent is developed through training and experience highlights the importance of continuous growth in achieving lasting success. Ultimately, this philosophy integrates problem-solving, relationship-building, and value delivery, positioning organizations for strategic growth and sustained customer satisfaction.
I hail from a small town in southern Minnesota called Welcome, which has a population of just 600 people. It is known for its charming sign that proudly states, ‘Welcome to Welcome,’ and even made national news at one point.
At age 16, my family moved to Mankato, Minnesota, for my father’s work. Try moving from eighteen kids in your class to over 300. Talk about culture shock!! I have called Mankato my home ever since. Building a village of family and friends.
I view this opportunity as an exciting adventure. Given the ages of my children, this is the right time for me to embrace a new chapter in my life. In the past, I could not have pursued this path when my children were younger.
Now, with my boyfriend Erik by my side, this feels like a new start. My children have been involved in every career decision I have made as it typically has a big impact on them, more than me. The entire family is supportive, and they are all looking forward to visiting us, which adds to the excitement of this new journey.
Stephanie’s daughter, Sydney, her son-in-law, Nick, and her grandson Hayden.
My daughter, Sydney, and son-in-law, Nick, live in New Ulm, Minnesota. A short distance from Mankato. Sydney also works in print as she works for a label printing company. Nick works with his father at their family tree trimming business. They have been married for 3 years and have given me my first grandson, Hayden Keith. Little man is only 8 months old and the love of our lives!! I have been babysitting while I can.
My son Jackson just proposed to his long-time girlfriend, Rylee. And of course, she said YES! Looks like we will have a wedding soon. They live in Rochester, Minnesota, and both work at Rylee’s family HVAC business.
Erik’s daughter, Ella, is a big part of my life, and I’m lucky to have her around! She’s currently studying pre-med at the University of Duluth.
Stephanie, Ella and Erik
Erik and I have been together for approximately 15 years. We are very blessed to have such an amazing family. It wasn’t always easy but as the kids grew, so did their bond with each out. All our kids are 5 years apart and all born in the month of August. Oddly enough, Erik and I share November as our birth month.
Living in Minnesota, we are fortunate to have an abundance of lakes and rivers, which naturally means that we enjoy fishing and kayaking. Being on the water is one of our favorite pastimes, providing both relaxation and adventure.
In addition to our outdoor activities, we love to spend leisurely days exploring local breweries and distilleries, although wineries are not our preference, as I don’t drink wine. We appreciate the craftsmanship that goes into brewing and distilling and enjoy sampling different flavors and styles.
We are also passionate food enthusiasts and take great pleasure in trying out new dining experiences. Whether it’s a hidden gem of a restaurant or a trendy food truck, we relish the opportunity to explore diverse cuisines and discover new culinary delights. Food is not just sustenance for us; it’s an adventure.
Stephanie’s son Jackson and his fiancee Rylee
I identify as an introvert, which is somewhat unconventional in the sales field, where extroversion is often the norm. My journey into sales was largely influenced by my father, and I have dedicated many years to this profession because of him.
Over time, I have learned to leverage my introverted nature to my advantage. Introverts are often active listeners, a crucial skill in sales. I believe that active listening – prioritizing understanding over speaking – is essential for identifying and addressing customers’ needs effectively.
This strength has proven valuable not only in my sales career but also in my leadership roles. By actively listening to my team members, I gain insights into their perspectives and challenges, allowing me to provide meaningful support and foster a collaborative environment.
Yes, actually, my dad was VP of sales and marketing for multiple insurance companies. He was always my biggest supporter and mentor. Being my career is like his, he knew the struggles and challenges I was facing. When things were stressful, he listened…just listened…and let me release it all. He never tried to fix anything, just helped guide me through the situation. I miss him every day and just hope that he is looking down on me, proud of what I have accomplished both personally and professionally. Miss him dearly.
For me, San Diego is the best. When I was with Taylor, I used to travel extensively, spending about three out of every four weeks on the road. One year, I visited San Diego seven times, and I was fortunate enough to bring my family along for three of those trips.
We absolutely love the weather, the vibrant food scene, and the endless variety of activities the city offers. It has quickly become one of our favorite destinations.
At the moment, my favorite dish would have to be Erik’s smoked meatloaf. If you’ve never tried smoked meatloaf before, I highly recommend it – it’s truly amazing.
I would not consider myself a reader, but I am a dedicated podcast listener, especially when it comes to true crime. I find podcasts to be engaging, and they were invaluable in helping pass the time when I was commuting three hours a day.
True crime fascinates me – the storytelling, the investigative details, and the way cases unfold captivate my attention. It’s a genre I can immerse myself in, whether during a commute or while winding down after a busy day.
My favorite podcast is Anatomy of a Murder.
It features a former sheriff and a former district attorney as the hosts. It’s fascinating because you get insights from both sides—the law enforcement perspective and the legal approach. Having the cop and the lawyer guide you through each case adds a unique depth and balance to the storytelling, making it all the more engaging.
Yeah, NCIS or anything like that. That’s my jam.
I’m a big fan of the Fast and the Furious series. Given how many films they’ve produced, I think they did a great job keeping the storyline engaging and maintaining the excitement throughout the franchise.
In fact, just last night we watched two of them back-to-back, and it was just as enjoyable as the first time.
I’m not a coffee drinker, but it would say the word “believe.”
It really resonates with the values my father instilled in me – believing in yourself and having the confidence to move forward, regardless of the situation, whether good or bad. His teachings have been a guiding force for me, and they’ve shaped how I approach both personal and professional challenges.
I’ve always measured my success by the achievements of those I’ve had the privilege to work with. My greatest accomplishment lies in helping individuals realize their full potential and achieve their own goals. What I’m most proud of is guiding people in discovering their true selves and what motivates them.
We all have strengths and weaknesses, and I take pride in teaching others to leverage their strengths while providing them with the resources and support to navigate their weaknesses. Having that kind of impact across the various organizations I’ve been a part of is truly what I value most in my career.
