We all dream of winding up in the pleasure industry’s unwritten book of who’s who, but Lynda Mort’s name has been signed, sealed and delivered since day one. Mort is a force to be reckoned with, no matter what field she tackles. Before she graced our pleasurable presence with her people-person attitude and career tenacity, Mort owned her own business during a time when most young adults were more interested in chugging beers and sleeping past noon. As soon as she landed her first adult industry gig, Mort nabbed the title of director with one of the biggest sex toy manufacturers, and she’s only rocketed upwards from there. With a mix of good ol’ corporate know-how and a do-good mission underlying her every move, Lynda Mort has left an impression that’s earned her another well-deserved title: our Women in Adult inductee of the month. Mort sat down with us to discuss what keeps her striving to make the industry — and the world — a better place.
XBIZ: What’s your career backstory? Tell us about those mad job skills that have led you on a whirlwind tour of the pleasure industry.
My philosophy in life is to always leave people, places and situations better than I found them. I like to think that is the mark that I leave behind.
Lynda Mort: I have always been driven to oversee and make things more efficient and effective. I enjoy networking and merging, creating structure and organizing all aspects of production and sales. In college, I created and owned a successful event-planning business which I later sold to gain experience in corporate America. This took me into succession and strategic planning. From there I became the director of private brands and licensing for Topco Sales, where I worked for five years before becoming the director of strategic planning for XR Brands for three years. Last year, I took the position of vice president of sales and marketing for East Coast News. I am so thankful for where I came from and how I have grown over the last 10 years. Every day brings new challenges, learning experiences and opportunities.
XBIZ: How did you wind up in the sex toy biz with the rest of us crazy vibrator sales folk?
Mort: It’s actually a funny story. I randomly got a phone call from “a guy” who just happened across my resume. He wouldn’t tell me what kind of business he was in but that he needed someone with my background for his company. So I hung up on him. He proceeded to call me every day for about a month, with the conversation always ending up the same, I wasn’t interested if he wouldn’t tell me what the company name was and what they did. He called EVERY DAY without fail. We would laugh because it always ended the same. Finally, one day he called, and it was on my birthday. I came outright and told him that I figured he was in porn, and he laughed, it must have lightened the conversation enough for him to open up about what he did. He then gave me a brief description of the industry and what they sold. It peaked my interest as I had never ever seen anything like he was talking about, so I agreed to come in for an interview. After six hours in a conference room, and meeting some of the most awesome people I had ever met, we made a deal. Three days later, I started my first day in the adult novelty business. Miles away from anything I ever thought that I would do and happier than I have ever been.
XBIZ: What was most memorable about your first few years in the industry?
Mort: Because I came from a place so different, my first few years were eye-opening. I learned so much about the industry, the products and myself. I met some fantastic people, who really took an interest in me and my success in this industry, which I will be forever grateful for. I have really enjoyed getting to know my colleagues and their backstories. I have had the opportunity to work with and for, some absolutely incredible people. I’ve been able to make memories that I will never forget.
XBIZ: What job roles have you filled throughout your sex toy business career, and how did you leave your mark on each of them?
Mort: In every position, whether it was in the sex toy business, or in corporate America, I have started with a vision and then worked backwards to manifest it. I have shied away from monotony and always looked to improve connection and service. My philosophy in life is to always leave people, places and situations better than I found them. I like to think that is the mark that I leave behind.
XBIZ: Who are some of your industry mentors, and how did they help you pave such a powerful career path?
Mort: I would say that I have four mentors: Michael Siegel, Ari Suss, Michael Koretsky and Frank Koretsky. These men have taken the time to get to know me, to take an interest in my growth and development, they have encouraged me and have advised me over the eight years of my career. I wouldn’t be where I am today without every single one of them and I am so thankful to have them in my life. Recently, I would add Susan Colvin to this list. Susan is an incredible woman who has done so much for the women of this industry and I look up to her as a role model.
XBIZ: Congrats on your semi-recent move to ECN! What’s life like over at one of the industry’s biggest distributors?
Mort: Thank you! It’s been a year of transition and change for us, and I am so proud of our team and how far we have come in such a short period of time. The great thing about ECN is that they operate as a large family, and have welcomed me with open arms. I attribute my immediate success with ECN to how well the transition went and how open everyone was to change. The company and everyone who works here truly care about each other and about their customers. This is something that I didn’t expect when I came on board, and it has made my job so much fun. I look forward to waking up and going to work every day. There is always a new challenge or opportunity and our team is always willing to jump right in!
XBIZ: I’m sure you’ve got a ton of good stories from over the years doing events, trade shows, and the like. Spill one of your humorous favorites.
Mort: Way too many stories to tell….Which story do you want, the one where I snapped the heel off my shoe on my way into an event? Or the one where I fell flat on my face while walking into a meeting? I think my favorite memory happened this year while I was at an ECN event in Texas. Myself and a dozen vendors and customers got stuck in a really bad storm, there was thunder, lighting, high winds and torrential rain. We were stuck inside our hotel for 12 hours. It was crazy, I have never experienced anything like it. The hotel completely lost power, and we stayed up all night together in the lobby laughing and sharing stories. It is one of my favorite memories, I haven’t laughed like that in a long time.
XBIZ: What’s changed in the pleasure industry since more female CEOs have emerged? Where do you see women taking the pleasure industry in the future?
Mort: Most products in our industry are designed for women by men. What I have always found interesting is that who better to make a product made for use by a woman, than a woman? We know how our body works, we know what we like, and we know (most of the time) what we want. I think the future of our industry will be filled with women-led companies, items designed for women, by women. The future is definitely female. It’s liberating and exciting to be a part of this change.
XBIZ: What exciting stuff is coming up for you, both personally and professionally?
Mort: There are a lot of great things coming the remainder of this year for East Coast News. My team and I are working tirelessly on new initiatives to better serve our customers and vendor partners. We are all about innovation, communication and making the relationship better. That is where our focus is right now. We are knee-deep in the planning of our Fall Show which will be hosted in Orlando, Fla., this year at the beautiful Gaylord Palms Resort. This year’s show will be a bit different than past shows and will be filled with educational and business development opportunities for our customers. Hopefully, at some point by the end of the year I will be able to take a vacation!
In true Lynda fashion — that means outside-the-box and with 110 percent effort, if you’ve caught the drift of this interview — this industry powerhouse has turned the tables and done some interviewing of her own. Lynda asked her colleagues to answer this last question: “What makes you an unforgettable female industry figure?” — and here’s what the industry had to say.
“I love working with Lynda. She’s unforgettable because she not only inspires everyone around her, she has a wealth of knowledge she readily shares and she’s a true leader. She always credits her team and makes us all feel great, which in turn motivates us to be passionate in all we do. She’s professional and sharp and ECN is thriving under her guidance.” — Eileen Roney, Sales Manager, ECN
“Lynda is one of those people that owns everything she does, the woman that doesn’t sleep. She’s an amazing person: mother, wife and employee. She has helped ECN grow and flourish again, taking us to another level. Lynda always sees the path to build and grow. When Lynda walks into a room it’s with confidence and assertiveness and she’s in control. We’ve been in many meetings together and so far they’ve all been very unforgettable.
If the first 10 months of our working relationship are any indication, the future is bright and paved with great, no-hassle business, which benefits everyone involved. Lynda is great at giving credit where credit is due and her insights and leadership extend beyond ECN staff, to our customers. They would all agree, Lynda is truly unforgettable.” — Frank Koretsky, CEO, ECN
“Lynda is a strong, multifaceted, incredibly knowledgeable power-house of energy and commitment. She also possesses the willingness to educate others and encourages her team to aspire to their highest potential… and then some.” — Kenyon Bruckner, General Manager, ECN (California)
“Lynda is an excellent role model for women everywhere, especially in our industry.
Her background in business, manufacturing, distribtion and design, on their own definitely give her a unique advantage as a leader. But what the team at ECN, and our family of customers really like the most about her, is the genuinely kind-hearted, caring approach, and positive attitude she consistently has. She always makes time for everyone and every issue, from the smallest suggestion to the most radical idea, she’s always open minded and available.
She thinks of the company and our customers like one big family, and does everything she can to make sure that everyone is happy and taken care of.” – Crystal Bell, Account Manager, ECN
Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.
