While racers quickly recognize the VP Racing Fuels name, the company’s new director of marketing will apply 30 years of experience to make sure more people learn about its expanding product line. 

The VP Racing Fuels brand is hard to miss in this business. Yet, its product range transcends its name and includes a growing line of lubricants, additives, coolants, non-racing fuels, and appearance products. The San Antonio, Texas-based company recently appointed Steve Ward as director of marketing to ensure racers, as well as more people outside the racing community, get the message.

Ward’s previous position as director of marketing for financial services giant H&R Block had him in charge of the vision and strategy for the company’s web properties. That was just one of several stops along the way in his 30-year career in marketing, serving a diverse array of clients at major marketing and advertising agencies.

Ward earned his Bachelor of Science degree in Organizational Communications with a minor in Marketing from Missouri State University. He recently shared his goals for marketing at VP Racing Fuels with PRI.

PRI: What excites you most about this new role?

Ward: The opportunity to work for and make a positive impact at a company that has such a long, successful history in racing. 

PRI: Tell us how your experience in strategic marketing, digital marketing, and advertising meshes with VP Racing’s goals. 

Ward: My background in creative development, strategic planning, and online marketing will be a plus as we work to align our messaging across all business units, both domestically and internationally. My experience in “speaking with one voice” across all communications media to multiple markets and channels will ensure marketing consistency as we grow.

PRI: Are there specific marketing approaches you bring to the table that you feel had been lacking at VP?

Ward: Prior to me, VP Racing had good contributors in this role. I don’t think it’s been a matter of lacking anything, but I do feel a commitment from our leadership team to allow me to flex a few more marketing muscles. Our marketing team is also nearly all in-house, and in-office, so my years in agency leadership is also a plus when it comes to building a best-in-class marketing team. 

PRI: What would you say is your top marketing priority for the rest of 2023?

Ward: My top priority for the remainder of 2023 is to align marketing strategies across VP Racing’s business units. This alignment will allow us to have cohesive messaging, more targeted marketing efforts, and benefit from operational efficiencies. 

PRI: What role does social media play in your strategic plans for VP Racing Fuels? 

Ward: We use organic, paid social, and a variety of post types to promote, educate, and sell. VP Racing is involved with nearly all race categories, having an array of product offerings, sponsored athletes, series, retailers, and partners. It’s important to showcase the connection VP Racing has between its products and winning, then further promote where followers can find those same products for their own use. It’s a testament to the quality and performance of our products that you’ll see numerous posts every week about winners using our products. 

PRI: What is one challenge you see ahead? 

Ward: A big challenge ahead is prioritization. Our efforts to align marketing strategies across multiple business units will force tough decisions about prioritization. There’s a saying, “If everything is important, nothing is important.” We’ll need to be diligent in making sure we’re adhering to our strategies and focusing on those that have the best opportunities to positively move the needle. 

PRI: What is one recent mistake you’ve learned from in your professional career?

Ward: A recent mistake I made was not communicating clearly and assuming the entity I was dealing with was aligned with my thoughts. The lesson learned was to take the time to review details with whomever I’m working with, having them tell me what they think we’ve agreed to, writing up those details, and getting approval before proceeding. The pace of business in today’s world is quite hectic. It’s often hard to make time for this type of process. I promise that, in the long run, it’s a time saver. 

PRI: Who has been most influential to you in your professional career and why?

Ward: I’ve had the good fortune to work or associate with many very talented individuals. Of those, Mark Heminger [creative director at Harry & David] has had the greatest impact on my professional career. Besides being a dear friend, fraternity brother, and former business partner, Mark has challenged me to push creative boundaries and to never settle for mediocrity.

PRI: What is one piece of advice you have received, whether personally or professionally, that has greatly impacted your life?

Ward: The advice paraphrased from the Scottish poet, Robert Burns: “The best laid plans of mice and men often go awry.” I learned early in my career during my first stint as an agency owner that no matter how tight you think your plans are, there will nearly always be the need for change. Have a backup plan. Remain flexible. Have an advisor or two to bounce ideas off. Enjoy the detour. The hiccup in your plan isn’t a failure, it’s an opportunity to do something even better.

PRI: Excluding your cellphone/tablet/computer, what’s one thing you can’t live without? 

Ward: I’d struggle to live without the support of my family, but after that, I’d say music. A good song can instantly alter my mood or initiate a thought of a time, person, or place that the song is connected to. I’m an Eighties guy, so my favorite is hair bands. I also enjoy classic rock, alternative, blues, classic country, and hip hop when riding around with my daughter.

STEVE WARD

TITLE:
Director of Marketing

ORGANIZATION:
VP Racing Fuels

HOMETOWN:
San Antonio, Texas

FAST FACT:
“When I started my first marketing agency with three friends, despite a strong business plan, all banks we approached refused to extend a line of credit. I mentioned this to our accountant, who had consulted with us on the plan for a year. A few days later, a bank made an offer. I only found out a year later that our accountant and his wife had personally guaranteed the line of credit. When I called to thank them, they only asked that I pass it on to others deserving of a little help. I share that story to thank Roger and Kay Novak for getting me started on this amazing path, and to encourage others to pay it forward.”