COURESY NANO STEEL COMPANY
LAYING THE GROUNDWORK: Ellen Bossert, chief marketing officer of NanoSteel Company, says the company had been in “stealth mode” when it came to expanding its global marketing efforts until now.
There are big things happening at NanoSteel, the Rhode Island-based designer of nano-structured steel materials, with a long history in steel coating.
In June the company announced development of new Advanced High-Strength Steels for automotive structures. In August, it announced that GM Ventures, a General Motors subsidiary that invests in automotive technologies, had invested in the project, citing a need to embrace the trending of lightweight vehicles as a focus of improving fuel economy.
In the midst of it all is NanoSteel Chief Marketing Officer Ellen Bossert, hired in the second quarter to drive the company’s mission of expanding with this new technology.
PBN: You are a female executive within what is largely seen as a male-dominated industry. What challenges has this presented you?
BOSSERT: Honestly, [none] yet. So far, so good. It’s been a really positive experience for me. The way I often think about it is that everyone brings something different to the table. I don’t necessarily know if being female makes my table that much different. But I’m a very strong believer in a dynamic team, and I think in any given environment, having different perspectives mines the end result to a large degree.
PBN: What attracted you to NanoSteel?
BOSSERT: It’s the idea of building something new, positioning a brand and leveraging marketing as the function footprint to advance the ball. I am very much interested in opportunities to really create the adoption of new technologies and looking at the paradigm of existing business dynamics and how those can evolve to embrace an emerging technology. It’s about changing a paradigm and, to me, there is nothing more exciting.
PBN: You were hired to lead NanoSteel’s “evolution into new industry segments.” What are those segments and why will they work for the company?