They say actions speak louder than words, and with Paloma Lengema at the helm, BIC’s success is heard, one that’s as sharp, bold, and lasting as the iconic Cristal pen itself. From marketing whiz to General Manager, Paloma’s journey has been a masterclass in leadership, creativity, and enjoyment along the way.
As BIC celebrates its 75th anniversary, we sat down with Paloma to uncover the secrets behind the brand’s enduring success, the green legacy it’s planting (literally!), and the exciting plans Paloma is scripting for the future. Spoiler alert: there’s no ink shortage in sight.
Your career has significantly expanded with BIC since you graduated. Talk to us about the different roles you’ve held in the company, your growth journey, and how those experiences got you here today and shaped your leadership style.
I joined BIC straight out of university as a young brand manager in the Middle East and Africa region. From there, my career took me across continents to include marketing and commercial roles in North America, Europe, Africa, and the Middle East, before coming back home to lead the East Africa operations.
Each step and role taught me something new. From developing marketing campaigns, to being part of launching subsidiaries and working from the ground up, all the way to being innovative in mature markets to find new opportunities for growth. Similarly, I learnt from each geography and group of people. In Africa, I learnt resilience and creativity in dynamic markets. North America made me understand the power of structure, scale, and data-driven decision-making.
These experiences shaped my leadership style to be collaborative, culturally savvy, and deeply people focused. I strongly believe in empowering teams, encouraging diverse voices, and balancing performance with empathy.
BIC has been in the region for decades. How have you seen the brand grow from a distributor to a subsidiary led business across the region, and how do you believe this helps international companies grow and benefit local communities?
BIC’s journey in East Africa is a powerful story of growth and localization. For years, the brand was known mainly through distributors, but establishing a direct subsidiary gave us stronger control over quality, availability, and innovation, and more importantly, proximity to our consumers. Being closer often means that you are more present, which directly impacts the decisions you make through the insights you gather.
Having a subsidiary in East Africa allowed us to invest directly in communities through job creation, community initiatives, and long-term partnerships.
Each company, whether local or international, has its own set of challenges and opportunities, and is driven by a different strategy. For us, we believe that being close to our consumers through subsidiary development is critical. Across our various markets, our proximity meant that we were more embedded in the local ecosystem and where we saw a mutually beneficial relationship between BIC and the communities in which we operate.
BIC has established its manufacturing footprint in the region. Please talk to us about that journey and about the importance of this when it comes to local production, job creation, and the region’s economic growth.
Establishing local manufacturing was a milestone not just for BIC but for the region. It has allowed us to create hundreds of direct and indirect jobs, build skills, and contribute to Kenya’s positioning as a manufacturing hub in East Africa.
Local production also improves affordability and access for consumers while supporting government priorities like industrialization and export-led growth. Beyond the economic numbers, I see it as building pride — when a child uses a BIC pen made here, they see themselves as part of a bigger global story. And this is what the BIC brand is like to many people. The BIC pen for example, has been with students throughout their learning journey, professionals at work, and artists while expressing themselves. There’s an emotional connection with consumers and having that proximity and national pride, only adds to that.
As a brand that is committed to the communities it operates in, talk to us about your commitments and the Corporate Social Responsibility (CSR) work you do across the region.
As a brand, BIC is committed to the communities in which it operates. We truly believe in that, and it is a part of our DNA. Our global initiative, Writing the Future Together, really speaks to the commitments that we make to help us improve our societal and environmental footprint.
One of our key commitments, being a leading stationery manufacturer, is to improve learning conditions for 250 million students by end 2025. This is translated across the region through various education-led initiatives. Our flagship initiatives, Buy Me and BIC Will Donate a Pen, and Express Myself with My BIC Pen have helped us impact over 60 thousand students and donate millions of writing tools that equip students with the resources relevant for academic performance and self-expression.
Our annual commemoration of Global Education Week (GEW) is also a great way where our team members give back to the community. Every year, our team members volunteer their time to refurbish school facilities to create inspirational learning environment for students to empower and motivate them.
Earlier this year, we also commemorated the 75th anniversary of our iconic BIC Cristal ballpoint pen by announcing our environmental education legacy initiative. We planted over 1,600 trees (75 trees in 22 schools) around Kenya – one for every year that the BIC Cristal pen has been around. Similar to the way the BIC Cristal pen democratized writing and drawing and gave consumers the opportunity to express themselves using writing instruments, planting trees across schools in Kenya is meant to create opportunities for the community.
The initiative is expected to create a positive impact on the community – through job creation and community support, as well as on the environment. Every tree will absorb around 25kg of CO₂ per year, totaling 41.25 tons of CO₂. Mature trees will produce around 400 fruits per year, approximately 660,000 fruits annually. The initiative will ensure the collaboration of community members in managing the trees and reaping the fruits of their labor.
hese are a few of our many community-led initiatives that we are proud of and will continue to support.
This year marks the 75th anniversary of the iconic BIC Cristal. What would you say makes this brand as strong, recognized, and universal as it is today, and where do you see it going in the future?
The BIC Cristal is timeless because it’s simple, affordable, and reliable — qualities that transcend generations and geographies. The manufacturing prowess and excellence that goes behind creating this product is a main reason for its success, bringing value to consumers.
The BIC Cristal is not just a pen; it’s a tool that has helped billions of people around the world write their own stories and express themselves – through writing or drawing, or any other avenue.
In the future, we see Cristal continuing to evolve through sustainable innovation, such as eco-designed products and recyclable materials, while retaining the essence that makes it iconic. For East Africa, it’s about ensuring every learner, no matter what their background, has access to quality writing tools; a critical resource in students’ success.
How does leadership in an ever-changing and fast-paced world impact the growth and adaptability of businesses, especially in environments like Africa which are faced with numerous opportunities and white spaces, combined with tough challenges?
In any business environment, leadership requires agility, vision, and empathy. In Africa, where markets are youthful and dynamic but also face challenges, leaders must be adaptable and solution oriented.
I see change as an opportunity to innovate — whether that’s through digital engagement, sustainable supply chains, or new community partnerships. Strong leadership provides stability in uncertainty while keeping organizations flexible enough to seize opportunities as they emerge.
Your career saw a steep growth trajectory, what would you say are the main takeaways and learnings that you would pass to the younger generation?
First, stay curious — never stop learning. Second, resilience matters; not every step will be easy, but persistence pays off. Third, don’t underestimate the power of relationships. Every mentor, colleague, and partner shapes your journey. And finally, authenticity — success is easier to sustain when you lead in a way that aligns with your values.
You have been recognized as a female inspirational leader in Africa by House of Rose Professional. What advice would you give females entering the business and FMCG world?
My advice is to embrace your voice and your perspective. The FMCG industry thrives on diversity of thought, and women bring unique insights into consumer behavior, innovation, and leadership.
Build resilience, seek mentors, and don’t shy away from opportunities even if they feel daunting. Remember: leadership does not need to be hard-edged; it can be strong, compassionate, and impactful.
Balancing a demanding career with personal interests can be challenging. How do you manage this balance, and what advice do you have for aspiring female leaders in East Africa?
Balance comes from intentionality. I set boundaries, prioritize, and make time for things that give me joy and grounding. For women in East Africa, I’d say: it’s okay to define balance on your own terms. Don’t feel pressured to meet someone else’s definition of success. Build support networks, be kind to yourself, and remember that a fulfilled leader inspires fulfilled teams.
Finally, for young professionals dreaming of a career in global companies like BIC, what words of encouragement or guidance would you offer?
Be bold, be curious, and stay consistent. Global companies value people who bring fresh perspectives and strong values. Don’t wait to be “ready” — take on opportunities, even the ones that scare you, because that’s where growth happens. And always remember: your background is not a limitation; it’s your unique edge. Use it.