This month’s Profiles in XLence features marketing manager Natalie Weimer, who has been with the company since 2014.
1. How long have you been with XL, and what is your role?
I started working at XL as a marketing manager in February, 2014. In this role, I develop marketing, brand and communication strategies, and implement inbound and outbound marketing activities including tradeshows, webinars, blogs, our website, online and print advertising and social media (LinkedIn, Twitter, Facebook).
2. What is the best part of your job, or a favorite project you’ve been involved with, and why?
My favorite part of my job has been helping to morph our company from an unknown start-up into the leader in fleet electrification solutions. This included launching the company’s brand redesign from XL Hybrids to XL, and developing a style guide and supporting materials needed to ensure a strong and consistent brand identity.
I also love developing lead generation activities including events, webinars, on-line advertising and e-communications to drive year-over-year revenue growth. There’s nothing better than seeing a lead turn into a sale!
3. How have you supported sustainability, either in your job or personal life? (Or both).
My professor in college was the Marketing Director on the EV1. For my class, I had to put together a marketing plan for GM’s first mass-produced electric vehicle. It was then that I first found my calling for this industry.
4. What was your favorite job prior to XL, and why?
25 years ago, I started my career as the marketing manager in Ford Fleet selling CNG, LPG, methanol, ethanol and electric vehicles. Then I spent time at Chrysler marketing their commercial fleet vehicles. I helped ALTe (a start-up company who was developing range-extended hybrid electric vehicles) launch their first vehicles, and then went on to take on the marketing for Westport’s CNG upfits. It’s a beautiful thing when your career and passion come together.
5. What is your favorite pastime outside of work?
My family has adopted a vegetarian lifestyle (90% of the time) to help reduce our family’s carbon footprint (and to help us be healthier).
Outside of work, I like to mountain bike and garden (I have a nice size vegetable garden in my yard) in the summer, and ski with my family in the winter.
6. What is the last book you read and movie you saw?
I normally don’t watch movies or TV, but did get hooked on Game of Thrones. I have to say, I was very disappointed with the final episode! A show based on such drama and intensity should not end on such a light-hearted note, in my opinion… how do you feel about it?