My Thermamax Journey
2 years ago, I didn’t know what a regulator looked like. I didn’t know the difference between ARC, MIG and TIG welding. I had no idea what an electrode was used for. Or that there was a difference between gas welding, and gas cutting. I walked into the Weldamax head office and looked around at all the seasoned professionals of the welding industry and felt a little overwhelmed. Luckily, I was only employed to help create the website and marketing plan for our brother-brand, Maxweld and Braze.
Luckily – or so I thought.
14-months later, my CEO deposited a 150-page Product Management Training Pack on my desk. One that he had personally developed to train his previous global product managers. And just like that, I had a new email signature: “Nicole Black – Marketing and Product Development”. For the big brother brand, Unique Welding. Just 14-months after not knowing that Plasma Cutting even existed, I found myself knee-deep in developing a brand-new range of Plasma Inverters with the team. We’d also just completed an entirely new range of MIG Inverters and ARC Inverters. Now, not only do I know what a regulator is – I know how it works, and the safety and quality standards that govern them. I’ve seen first-hand how they’re made, why we need them, and I’ve had a hand in developing intricate cutting kits and packaging involving these wonderful creatures.
In less than 18 months, our team has managed to recreate, reposition and reignite a brand. A brand that has been around for more than 50 years, largely unnoticed. We have managed to refresh – not only the look and feel of the brand – but the energy of the entire organisation.