Leading With Clarity: Paloma Lengema on BIC’s Growth and 75-Year Legacy

They say actions speak louder than words, and with Paloma Lengema at the helm, BIC’s impact is clear, sharp, bold, and lasting like the iconic Cristal pen. Rising through BIC’s global ranks—from early roles across Europe, the Middle East, North America, and West and Central Africa to now serving as General Manager for East Africa—she brings a grounded, hands-on understanding of consumer markets and brand growth. Today, she leads BIC’s operations in the region across Stationery, Lighters, and Shavers, with a focus on expanding the company’s footprint, strengthening innovation, and building sustainable, community-focused initiatives. As BIC marks 75 years, Lengema reflects on the brand’s evolution in East Africa, the impact of local manufacturing, and the leadership lessons gained from more than a decade of international experience.

Talk to us about your roles at BIC and how they shaped your leadership.

I joined BIC straight out of university as a brand manager for the Middle East and Africa. My career then took me across North America, Europe, Africa, and the Middle East in both marketing and commercial roles before returning home to lead East Africa.

Each step taught me something, from building campaigns to launching subsidiaries and finding growth in mature markets. Africa taught resilience and creativity, while North America showed me the value of structure, scale, and data. These experiences shaped a collaborative, people-focused leadership style built on empowerment, diverse voices, and empathy.

How has BIC grown over the decades?

BIC’s journey in East Africa is one of growth and localisation. For years, the brand operated through distributors, but establishing a direct subsidiary strengthened our quality, innovation, and consumer proximity. Being closer to the market enhances insights and decision-making. It also enabled direct community investments, job creation, and long-term partnerships.

How has local manufacturing benefited the region?

Local manufacturing has created hundreds of jobs, built skills, and boosted Kenya’s role as a regional manufacturing hub. It improves affordability, supports industrialisation, and strengthens national pride, especially when children use BIC pens made locally. The emotional connection to the brand only grows with this proximity.

Tell us about your community commitments and CSR work.

Community impact is core to BIC. Through our global initiative *Writing the Future Together*, we work to improve our social and environmental footprint. One major commitment is improving learning conditions for 250 million students by 2025. Regional initiatives like Buy Me and BIC Will Donate a Pen and Express Myself with My BIC Pen have reached over 60,000 students and donated millions of writing tools.

During Global Education Week, our teams volunteer to refurbish school facilities. This year, for the BIC Cristal’s 75th anniversary, we planted over 1,600 trees in 22 schools, one for each year of the Cristal pen. Beyond environmental benefits, the initiative supports jobs, community engagement, and fruit production.

What makes the BIC Cristal so iconic, and what’s next?

The Cristal is timeless because it is simple, affordable, and reliable. Its manufacturing excellence underpins its global success. It’s more than a pen; it has enabled billions to write and express themselves. The future is about sustainable innovation, eco-friendly materials, and ensuring every learner in East Africa has access to quality writing tools.

How does leadership shape growth in fast-paced environments like Africa?

Leadership requires agility, vision, and empathy. In Africa’s dynamic markets, leaders must be adaptable and innovative, whether through digital tools, sustainable supply chains, or strong community partnerships. Effective leadership provides stability while enabling organisations to seize emerging opportunities.

Your career grew steeply. What are your key lessons?

Stay curious, be resilient, value relationships, and lead authentically. Success is easier to sustain when it aligns with your values.

What advice do you have for women entering business and Fast-Moving Consumer Goods (FMCG)?

Use your voice and perspective. FMCG thrives on diversity of thought, and women bring powerful insights. Build resilience, seek mentors, and take opportunities even when they seem daunting. Leadership can be strong and compassionate.

How do you balance a demanding career with personal interests?

Balance requires intentionality—setting boundaries, prioritising, and making time for what brings joy. For women in East Africa: define balance on your terms. Build support networks, be kind to yourself, and remember that fulfilled leaders inspire fulfilled teams.

Final words for young professionals eyeing global companies like BIC?

Be bold, curious, and consistent. Global firms value fresh perspectives and strong values. Don’t wait to feel “ready “Growth happens outside your comfort zone. And always remember: your background is your advantage, not a limitation.