Amanda's story is a masterclass in personal reinvention. From the pressroom floor to managing high-volume in-plant operations to shaping go-to-market strategies as a creative force in the print and communications industry, Amanda has never been afraid to stand out, and it's made all the difference.
We covered everything from her early love of screen printing to managing a 24/6 print operation, breaking stereotypes as a woman in a male-dominated field, and her unexpected rise on LinkedIn during the pandemic.
But the conversation went deeper than that. We talked about the value of being seen, the challenge of raising five boys as a single mom, and why the next generation may still fall in love with print, if we can show them what makes it magical.
Highlights from the Interview
From RIT to Running the Show
Amanda started her career as a press operator with a dream of running a print facility. That dream became reality when she stepped into the role of production manager at UPMC, transforming a fragmented, chaotic in-plant into a 24/6, high-efficiency operation producing over 18 million impressions a month.
“There was no prepress schedule, no organization. Whoever answered the phone took the job. By the time I left, we were producing 18 million impressions a month.”
Owning Her Brand (and the Room)
Despite being the expert in the room, Amanda often had to fight for recognition especially as a woman in operations. Her turning point? LinkedIn. When COVID shut down events and cold calls, she picked up her phone and started posting videos. That decision changed everything.
“If people are going to talk, let them talk. But I’m going to show up, be consistent, and be remembered.”
Authenticity as a Career Strategy
Amanda's presence is not accidental. From her fashion to her tone, she’s deliberate and unapologetically real. She now coaches others to do the same, helping clients step out from behind their logos and into the spotlight.
“Even if nobody watches, you have to put yourself out there. It’s like being a mom you can’t care for others if you don’t take care of yourself.”
Raising Entrepreneurs
Amanda’s story as a leader extends well beyond business. Her two oldest sons, now 20 and 21, have both built successful businesses of their own, inspired by watching their mom work, adapt, and lead by example.
“They saw the freedom I had working for myself. They didn’t want to go the standard route. They’re both thriving and that’s the best part of this journey.”
Amanda on the Future of Print
Amanda is vocal about the need to reignite passion in the print industry. She recalls the excitement of past trade shows and presses that made you feel like a kid in a candy store. That energy, she says, is missing and it’s time to bring it back.
“I want people to be excited about print again. Let’s stop clocking in and zoning out. Let’s get that spark back.”
She’s especially focused on showing younger generations that print is still tactile, technical, and full of possibility if we make the effort to show it.
Video Content Outline with Timestamps
00:00 – 01:00
Intro + Personal Brand Recognition
* Opening of Above the Treeline
* Host describes Amanda as a recognizable presence in the industry
* Amanda’s background as both creative and operational
01:00 – 03:00
Early Exposure to Print & RIT Education
* Amanda's introduction to screen printing through her dad
* Decision to study printing at RIT
* Desire to work in a hands-on, male-dominated field
03:00 – 04:30
Career Path: From Pressroom to the Supreme Court
* First big press experience: Goss Sunday 2000
* Canon demonstrations and Supreme Court publications role
* Realization: not interested in desk-based legal editing
04:30 – 06:00
UPMC In-Plant Transformation
* Amanda’s “dream job” as production manager
* Took a chaotic multi-hospital print system and transformed it
* Built a structured workflow, growing output to 18M impressions/month
06:00 – 07:30
Sales Isn't Her Thing, But Marketing Is
* Experience at Heeter taught her sales wasn't a fit
* Discovered her talent and passion for marketing
* COVID forced a shift: began using LinkedIn to connect and share
07:30 – 09:00
LinkedIn Breakthrough & Embracing Visibility
* First video post led to backlash but also growth
* Lesson: consistency + authenticity > perfection
* Encourages clients to show up even without engagement
09:00 – 11:00
Women in Print: Visibility, Stereotypes, and Persistence
* Misconceptions in meetings: assumed she was “the assistant”
* Early Print17 experience: ignored by vendors until a male colleague vouched for her
* Importance of being loud and persistent in a male-dominated field
11:00 – 13:30
Personal Life: Raising 5 Boys and Modeling Leadership
* Her identity as a mother first
* Struggles of early career: missed moments with her two oldest
* Divorce led to rethinking work-life balance and career strategy
13:30 – 15:30
Raising Entrepreneurs: Her Sons' Success Stories
* One son started two businesses after watching her example
* Another son became a certified mechanic and trades professional
* Both inspired by Amanda’s independence and work ethic
15:30 – 17:30
Trades, Technical Skills & the Next Generation
* Amanda’s support of non-traditional career paths
* Trades and hands-on work seen as critical in an AI world
* Amanda and her son collaborate on marketing his flooring work
17:30 – 19:30
Industry Perception & the Language of Print
* Reflections on Dr. Harvey Levenson’s views on how we talk about print
* Industry needs to reframe print as technical and modern
* Amanda emphasizes complexity and opportunity in today's print jobs
19:30 – 21:30
Reigniting Excitement in the Industry
* Amanda misses the energy and buzz of early 2010s trade shows
* Observes apathy in post-COVID print events
* Wants to bring back the spark for industry events and new tech
21:30 – 23:00
Print Is Shifting, Not Dying
* Commentary on how print is evolving from documents to other formats
* Amplify show anecdote: glitter name tags reignite excitement
* Final message: Let’s get excited about print again
Closing Remarks
* Amanda as a role model, advocate, and leader
* Call to action: embrace authenticity, visibility, and creativity
* Gratitude for Amanda’s energy and leadership in the space
Andy’s Take
“Standing out isn’t a personal branding tactic, it’s a survival strategy.”
Amanda’s story underscores what I see across the industry: we are entering an era where authenticity, creativity, and confidence are not just appreciated, they’re required.
In a world where AI is flattening voices and standardizing content, standing out will become a competitive advantage. But it takes courage. Amanda has that. And she’s passing it on to her clients, her community, and her kids.
That’s leadership!
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