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Ella’s Story – Youth, Marketing and Modernising Lubricants that goes Beyond The Blend.
In this episode of Beyond The Blend, Ella, a marketing executive at Vickers Oils, offers a refreshing glimpse into the lubricant sector through the lens of a younger professional. From embracing the steep learning curve to driving digital transformation, Ella’s story is one of adaptability, creativity and clear-headed ambition. Here, we explore five key themes from her conversation with Steve Knapp on Beyond The Blend podcast.
Adapting to a Traditional Industry as a Young Professional
Ella’s entry into the lubricant industry began with little knowledge of the sector, but she quickly embraced the challenge. Coming from a mixed background in retail, social media, and marketing agencies, she stepped into a company with nearly two centuries of history. Her approach was one of immersion, combining structured research with a willingness to ask questions. “I came into it not really knowing anything about the industry… but yeah it really is quite interesting when you get into it.” This open-mindedness not only fuelled her learning but also gave her a deeper respect for the work behind the scenes of such a longstanding business.
The richness of Vickers’ history served as both a motivation and a source of learning. Surrounded by experienced colleagues, she leaned on their insight to accelerate her own development. “It’s primarily through people that I do work with,” she noted. “There’s a lot of expertise and technical knowledge here with the technical service department.” This workplace learning was coupled with a determined curiosity to read, watch and absorb, proving that knowledge in a technical field can be built through thoughtful engagement.
Perhaps most impressively, Ella navigated an industry still heavily influenced by tradition and where younger female professionals are underrepresented. Reflecting on this, she said, “There’s not necessarily many younger people working in this industry, and I think that is something we should try to change.” Her experience highlights the need for the lubricant sector to welcome and support diverse new talent, and to recognise that fresh perspectives bring more than just youthful enthusiasm – they can drive progress too.
Making Lubricants Understandable Through Better Communication
One of Ella’s standout achievements is her mission to make lubricants more accessible. Recognising the complexity of the language used within the industry, she sought to simplify and humanise it. “A lot of it… really long books, lots of words,” she recalled. “That was something I wanted to try and make a bit more accessible.” Her ambition is not to dilute the knowledge, but to translate it into formats that people outside the industry – or those new to it – can relate to and understand.
Ella found that interactivity was key in bridging the gap between dense technical documentation and genuine comprehension. An example of this is a 3D interactive ship on the company website that visually explains lubrication applications. “Even for me, looking at that really helped me to sort of visualise everything,” she said. Visual tools like this are essential, especially when trying to appeal to people unfamiliar with the products or their uses. They remove barriers to entry and invite more people to engage with the sector.
At a personal level, Ella experiences the knowledge gap regularly. When speaking with friends, she often has to explain what lubricants are and why they matter. “They still didn’t know anything about it before,” she observed. This underlines how little visibility the industry has in the wider world. Her efforts to communicate clearly, using visuals, storytelling and simplified explanations, are helping to raise awareness in the places it is needed most.
Blending Digital Innovation with Traditional Marketing
Ella has made it a priority to modernise the way Vickers Oils communicates with its audience, particularly through digital channels. One of her first initiatives was to revive the company’s newsletter, which had previously been printed. She redesigned it as a fully interactive online platform. “It’s quite interactive… not just a piece of text on a screen,” she explained. This transformation reflects her belief that content should be engaging, dynamic and designed with the user experience in mind.
Her impact has been especially noticeable on LinkedIn, where she significantly increased the brand’s visibility. “I’ve sort of kickstarted the posting on LinkedIn,” she said, noting that a post sharing the newsletter brought in “300 to 400 subscribers within the first 24 hours.” For a company with around 1,500 followers at the time, this was a clear indication that people were ready and willing to consume digital content – as long as it was worth reading.
At the same time, Ella recognises the enduring value of traditional approaches. “You can have a brochure online. You can have a physical copy… they go hand in hand,” she said. Her approach isn’t about replacing the old with the new, but about creating a balance. She respects the heritage of the company and its methods while also ensuring that it evolves to meet the expectations of digitally native buyers.
Showing the Human Side of a Technical Sector
Ella’s background in video content and lifestyle blogging adds a personal edge to her professional work. This has shaped her understanding of how people connect with content. “I had a YouTube channel… it was really just things that I enjoyed doing,” she said. Her past experiences helped her become comfortable in front of the camera, and also taught her how to present stories in a way that others find engaging and authentic.
That authenticity has shaped her approach to social media, where she encourages the use of employee-generated content. She believes in showing the people behind the business, not just the products. “Content with a picture of a person always seems to get lots more interactions,” she pointed out. These kinds of posts reveal the culture, energy and values of a company, building familiarity and trust in ways that technical product descriptions alone never could.
Ella knows this first-hand. When researching Vickers Oils before applying for the role, she headed straight to the employee content section on LinkedIn. “I just sort of went straight to it to see who was there,” she said. It was a reminder that people buy from people, not just from companies. Showcasing personality is not just a nice-to-have, it is a competitive advantage in attracting talent, clients and collaborators.
Championing Lifelong Learning and Fresh Perspectives
From her early involvement in volunteering to her views on AI, Ella demonstrates a deep interest in progress and education. Her participation in a responsible drinking campaign at university reflected a maturity and sense of purpose that continues to influence her work today. “It wasn’t like a negative experience in my life,” she said, “I just thought it was quite important to help spread the message.” Her desire to do meaningful work is evident throughout the conversation.
She also brings a measured view to the rise of artificial intelligence in marketing. While she welcomes digital tools, she remains grounded in authenticity. “I will always write my own stuff. I don’t like AI to generate it,” she stated. Instead, she uses AI as a support tool – for research, process suggestions or exploring new software – not as a replacement for creativity or original thought.
When asked what advice she would give to others, particularly those considering a role in the lubricant industry, Ella responded with simplicity and insight. “Understand how important lubricants are,” she said. It is an unglamorous but vital message. From brewery visits to manufacturing sites, she is gradually gaining a full picture of the role lubricants play in everyday life. Her growing expertise – paired with her curiosity and clarity – sets an example for those following in her footsteps.
Conclusion
Ella’s story is a timely reminder that the lubricant industry, while steeped in tradition, is full of opportunity for those willing to bring curiosity, creativity and authenticity. Her journey from complete newcomer to confident communicator shows what’s possible when young professionals are given the tools and trust to grow. She is not only learning the ropes but also reshaping them – making technical knowledge more accessible, championing digital content and encouraging a more human approach to communication.
“Understand how important lubricants are.” This simple piece of advice from Ella captures the heart of her message. The more we highlight the people behind the products, the better chance we have of attracting fresh talent and telling richer stories. With voices like Ella’s coming through, the industry looks set for a future that’s not only well-lubricated but more connected, creative and compelling.
