Video showcase: Behr’s Women In Paint

Behr introduces its “Women in Paint” program created to highlight the company’s commitment to elevating professional women painters’ voices, celebrating their achievements, and inspiring the next generation.

"Women comprise only 10% of the building trades workforce nationally, but this number is on the rise thanks to training programs and diversity and inclusion efforts that encourage more women to enter the skilled trades,” said Jodi Allen, global chief marketing officer at Behr Paint Company.

In partnership with the Painting Contractors Association (PCA), Behr said seeks to help grow the presence of women in a male-dominated industry by spotlighting career-journeys and providing educational opportunities and training resources to women through the PCA’s Women in Paint group.

“By partnering with the PCA and spotlighting the stories of professional women painters, we hope to spark conversation around increasing the presence of tradeswomen and learn how we can be a stronger ally to women in the industry,” said Allen.

To kick off this commitment, Behr worked with the PCA to produce an episode for its “Business Anatomy” docu-series that highlights four professional women painters’ journeys, capturing both their challenges and successes in the industry:

• Gillian Nielsen, President, Contemporary Surface Solutions, LLC (CSS): After starting her painting career residentially, Gillian became San Diego’s first commercial painting forewoman and cultivated an expertise in management, project estimating and executive leadership throughout her 30-plus years in the commercial painting industry.
• Gina Koert, President, Shamrock Painting Inc. (SPI): In addition to having more than two decades of experience with people and project management, Gina served as Board Director and Chair of PCA. For the last year, Gina has served as Chair for the PCA Education committee where she laid the groundwork for creating Trade Best Practice and training videos.
• Billie Machain, Co-Owner/Managing Partner, Billie’s Painting Solutions: After starting out with stocking duties in a paint store, Billie has served in the industry for 30 years and is now a co-owner of a commercial painting company, specializing in residential projects with her daughter.
• Veronica Tucci, Co-Owner/Managing Partner, Billie’s Painting Solutions: While studying accounting at school, Veronica began working for a national paint manufacturer in 2008. She climbed the ranks from assistant manager to sales representative and had the opportunity to discover her true passion: helping people achieve their goals.

Behr said it plans to execute on its pledge to women paint contractors by providing in-person training events, helpful resources, and educational opportunities in the future.

“There is a promising opportunity to increase the exposure and career growth of professional women painters, and we're focused on uplifting and inspiring future generations,” said Allen.