Universal Lubricants slips in new CMO
Steve’s breakdown: How can we resist publishing about a company named Universal Lubricants. Plus they do good work! Anyway, the new guy seems not to stick around in one place too long so this could be an easy quick-strike account.
WICHITA, KS: Universal Lubricants, a leader in sustainable energy solutions, today announced the appointment of Colorado Springs native Jan Robert Horsfall as Chief Marketing Officer.
As a member of Universal Lubricants’ executive team, Horsfall, an experienced entrepreneur and skilled marketing strategist, will be responsible for leading the company’s branding efforts, optimizing consumer and partnership initiatives, and promoting a growth-focused culture throughout the company.
Universal Lubricants is one of only a few American manufacturers and distributors that collects, re-refines, blends and redistributes its own motor oil, including the ECO ULTRA(R) line of high performance lubricants. With its proprietary Closed Loop Process, the company never loses guardianship within the chain, creating an infinitely repeatable, sustainable cycle. ECO ULTRA is now the motor oil of choice for a growing number of fleet operators, auto dealerships and service centers across the country.
“Jan is a proven leader with a track record of building brands and a passion for new technology,” said Universal Lubricants CEO John Wesley. “We worked together when he began his career with The Valvoline Company(R), where I watched him rise through the ranks to Vice President of Consumer Brand Strategy before he left to tackle a host of successful entrepreneurial ventures. With more than 20 years of experience and a deep understanding of how to take new ideas to market, Jan brings a valuable new perspective to promoting our game-changing re-refining technology and our marquee product line, ECO ULTRA.”
Horsfall will draw on his experience at consumer brand organizations in the Internet, energy, telecom and retail industries. At Valvoline, Horsfall led widespread organizational and strategic change before leaving to become Vice President of Marketing at Internet search pioneer Lycos, Inc.(R) until it was sold to Terra Networks in 2000. He then founded Blackstone(R)-backed Gemini Voice Solutions(R), an early VoIP pioneer, which later sold to eVentures, LLC.
In 2009, Horsfall was appointed Chief Marketing Officer at Turbine Inc.(R), creator and operator of some of the world’s most popular online games. He contributed to that company’s successfully sale to Warner Bros. Interactive Entertainment(R) before moving on in 2011 to co-found Startup Colorado(R), a statewide initiative that supports fledgling technology companies.
“After starting my career in the automotive aftermarket business, I am excited to join such a forward-thinking company at the forefront of new technology which transforms used motor oil into high-performance, high quality lubricants,” Horsfall said. “The consumer, environmental, and geo-political benefits of converting used oil into a renewable resource are limitless, presenting incredible opportunities for growth. My goal is to use my experiences with other innovative companies to help Universal Lubricants strengthen relationships with business partners and effectively communicate the benefits of our products and services to consumers.”
Horsfall is a member of the board of directors of Colorado State University’s College of Business, Tins.ly and Devium; and is on the advisory board of Conceal Fab. He is a strong supporter and advocate for the non-profit Surfrider Foundation and an active outdoorsman. He is a 1982 graduate of Colorado State University.
About Universal Lubricants(R)
Founded in 1929, Universal Lubricants is a driving force in sustainability. Through its Closed Loop Process, the company collects, re-refines, blends and distributes its own motor and engine oils — never losing guardianship within the chain — to ensure that every gallon is of the highest quality for optimal performance. Universal Lubricants operate 36 facilities in 16 states, including one of the world’s most technologically advanced re-refineries in Wichita, Kansas. A leader in research and development, Universal Lubricants is a Pegasus Capital Advisors portfolio company and employs more than 450 workers. For more information visit www.universallubes.com.