Kathrine Lugar is currently heading the American Beverage Association, a governmental lobbying group represented by major US soft drinks and water producers. She joined the organization as a president and chief executive officer in 2018 to advocate for its members (PepsiCo, Coca-Cola, and others) and leverage comprehensive public policy (American Beverage Association, 2018). She also chairs the Board of Directors of the American Beverage Foundation for a Healthy America. This institution supports community-based initiatives providing grants for projects that improve local citizens’ environmental and physical health. Before joining ABN, Lugar proved her competency in the American Hotel and Lodging Association (AHLA) and Retail Industry Leaders Association (RILA).
Her rich experience in private-sector public affairs (more than 20 years) is the key to her success. Before joining RILA, Lugar worked in the National Retail Federation (NRF) dealing with Travelers Insurance as vice president of political and legislative affairs (American Beverage Association, 2018). The depth of experience helped her, as the head of AHLA, to focus on essential priorities, including distribution, technology, workforce issues, and travel promotion. Lugar is a great negotiator and leader who encourages collaboration among industry members. For instance, she leveraged the new membership model that grew the AHLA’s membership to the highest point in its 100-year history (U.S. Chamber of Commerce, 2015). Lugar’s renewed focus on advocacy and aligning brands to the same policy interests tripled revenue during her five-year tenure.
It is interesting how the current head of ABA combines advocacy and internal managerial obligations. Lugar used to select proper employees and set high expectations to enhance their focus on helping beverage producers. The CEO establishes a strong culture within the organization that implies support and encouragement when it is needed. Success is praised, whereas multiple opinions are taken into consideration. For example, Lugar, together with AHLA, honored the hotel industry standouts back in 2017 (Little, 2017).
Top industry properties and employees have been appreciated annually for showing promise, dedication, and passion for service at Stars of the Industry awards. It also awards members of Congress for their support and commitment to the hospitality industry. This kind of event encourages higher organizational engagement and performance. During her tenure at AHLA, she also gained Congress’s support regarding battling online rouge vendors and human trafficking. Both phenomena were seen as threats to industry revenues and communities; thus, the organization advocated for changes and released guidelines for hoteliers.
Moreover, Lugar’s decision-making is based on an analysis of different opinions expressed in the industry. Her ultimate solution usually takes into consideration the common ground of the industry. To achieve these, the CEO strives to encourage cooperation even between the industry’s fierce competitors. For instance, the Centennial Advocacy Summit designed to address the industry’s transformative changes involved speakers of major drink producers (Jacobsen, 2019). Such an approach leads to greater alignment of the non-alcoholic beverage players’ needs, values, and ABA. The leader sees it as an opportunity to hear as many stakeholders as possible in order to find meaningful solutions.
Katherine Lugar is the embodiment of a modern CEO who successfully addresses public policy issues, encourages employees, and fosters cooperation between significant industry players. The most important thing that I want to adopt is carefully listening to different stakeholders. Initiatives that come from the join approach of major industry representatives have a greater chance of success. Lugar’s transformational style successfully renewed both AHLA and ABA due to clear internal communication, employee motivation, and goal setting. I also learned how important are different events and meetings to align various stakeholders with organizational goals.
References
American Beverage Association. (2018). American Beverage Association names Katherine Lugar new president & CEO [Press release]. Web.
Jacobsen, J. (2019). American Beverage Association marks 100th anniversary with eyes on the future. Beverage Industry. Web.
Little, C. (2017). Leaders honor hotel industry standouts. Hotel Business. Web.
U.S. Chamber of Commerce. (2015). Katherine Lugar. Web.