How Does the Postal Service Choose the Next Stamp? This Darden Grad Knows

“Picking a favorite stamp is like picking a favorite child, you can’t do that,” says Darden School of Business alumna Lisa Bobb-Semple (MBA ’02).

She would know better if anyone would.

Bobb-Semple, a veteran of the US Postal Service for nearly 20 years, was recently appointed as USPS Director of Stamp Services. In the new role, Bobb-Semple oversees the Postal Service’s national stamp program.

Her story is not only about stamps, but also a shared vision for connecting generations, preserving history and celebrating culture. Bobb-Semple attributes much of her success to the people and places that have surrounded and shaped her, highlighting her time at Darden.

The Darden Report caught up with Bobb-Semple to learn more about her vision, leadership style, and the experiences shaping her journey.

What does your new role focus on?

I have held many positions at the USPS, but now my team and I are responsible for everything related to stamps. This includes determining the stamp subject (we work with a special committee appointed by the Postmaster General – essentially our CEO – to do this), design of the stamp, fulfillment/distribution, inventory management and everything in between. Once the stamps are created and approved, I then take them to the Postmaster General who signs off on all the stamps before they go into production. My team is also responsible for developing stamp-inspired products. Believe it or not, because of the rigorous vetting process it can take several years from beginning to end for a stamp to be released.

Do you have a favorite stamp?

Picking a favorite stamp is like picking a favorite child, you can’t do that. I don’t have one favorite, but I do like more of the fun and exciting stamps that we do. The Dungeons & Dragons one we released was a huge hit. With the younger generations, kids say, “I don’t know about stamps. I haven’t even mailed a letter.” So, part of my job is trying to engage the younger ages to become excited about the ideas we come up with by producing fun topics like this. I also love the Pinback Button stamps that we are producing. These are round stamps, designed in the style of buttons that are pinned to clothing, that say things like “LOVE” and “Kudos!” If I had to pick a group, I love the more creative stamps but it’s always amazing to me the story behind each stamp that we develop.

The newly released Pinback Buttons Stamps.

Are you a stamp collector?

A stamp collector is known as a philatelist and there are lots out there. While I have a deep appreciation for stamps, and I do purchase some of our stamps, I personally don’t consider myself a stamp collector. Many philatelists travel around the country to see the unveiling of the new stamps and to collect memorabilia to mark the event. This hobby of stamp collecting, philately, is generally older generations and is slowly fading out, and that is why we are trying to create more vibrant, fun and exciting stamps to get younger audiences engaged with stamps – or at least have an appreciation. As a side note, it’s been great for me to see many Darden alums comment on my LinkedIn page about their love of stamps!

How did your Darden experience influence your career choices and leadership style?

Before joining Darden, I was in the consulting field, but I really wanted to get into marketing. I took some great marketing courses at Darden, which inspired me to pursue what I am doing today. When I think about my time at Darden and my leadership style today, it’s very much about the people you surround yourself with, inspiring them and becoming inspired, as well as loving what you do, which was modeled for me at Darden.

Did you have any influential professors at Darden?

Yes, Professor of Business Administration Martin Davidson, who taught my Organizational Behavior classes, stands out, but honestly, I loved all the professors at Darden. At Darden you are often taught the hard skills but the “touchy feeling” skills are just as important – sometimes even more so. Martin made me realize the importance of those skills and that has influenced how I try to lead – with people first. That is probably one of the greatest things about Darden – the professors and how much they truly care for the students and their work. The teaching methodology is also amazing, teaching through the case study method, while getting the lessons across and keeping it fun and engaging.

What leadership qualities do you believe are essential for succeeding in roles like yours?

The biggest part is building relationships with people. If your team doesn’t feel like you care about them or have their best interests at heart, it’s very difficult to keep them motivated and encouraged. I also think that from a leadership perspective it is important to get your team excited. Come in with fresh ideas, innovation and help the team think about things from different perspectives.