BIC East Africa General Manager on Leadership, Growth and 75 Years of the Iconic Cristal Pen
BIC East Africa General Manager Paloma Lengema has shared insights into her leadership journey, the company’s growing regional footprint and the enduring global relevance of the iconic BIC Cristal pen as the brand marks its 75th anniversary.
Speaking in an in-depth Q&A, Lengema reflected on her rise from a young brand manager straight out of university to becoming one of BIC’s leading executives. Her career has taken her across the Middle East, Africa, Europe and North America, experiences she says shaped her collaborative and people-centred leadership style.
She noted that BIC’s evolution from a distributor-led operation to a fully established subsidiary in East Africa has strengthened the brand’s presence, enhanced product availability and improved responsiveness to consumer needs. The shift, she explained, has enabled BIC to invest directly in communities through job creation, education initiatives and long-term partnerships.
A major milestone for the company has been the establishment of local manufacturing in Kenya, which Lengema described as a catalyst for economic growth, skills development and national pride. Local production, she added, has enhanced affordability, supported government industrialisation efforts and deepened emotional connections with consumers who have grown up using BIC products.
On corporate social responsibility, Lengema highlighted BIC’s global “Writing the Future Together” initiative, which aims to improve learning conditions for 250 million students by the end of 2025.
In East Africa, BIC has donated millions of writing tools, refurbished schools through employee volunteerism and launched environmental projects, including the planting of 1,600 trees across 22 schools to commemorate the BIC Cristal’s 75 years.
Reflecting on the pen’s enduring appeal, she attributed its global success to simplicity, reliability and affordability. Looking ahead, she said the product will continue evolving through sustainable innovation while remaining a vital tool for learners across the region.
Lengema also shared advice for young professionals, especially women entering Africa’s fast-growing FMCG sector. She encouraged curiosity, resilience, authenticity and boldness in pursuing opportunities, emphasising that leadership can be strong yet compassionate.
She urged young people not to view their backgrounds as limitations but as strengths that can set them apart in global organisations.
