Greg Mostoller has been general manager of Permatex since February 2011. He was promoted from his previous position as general manager of Spray Nine Corp. /VP Operations Permatex, a position he held since 2008. Mostoller began his career at Permatex in 1999 in product management and was an integral part of the team that began Permatex’s efforts at independence following the separation from Henkel. Mostoller went on to lead the International area of the Permatex business and was eventually recognized as director and then in 2008, vice president of that function. In July 2008, he assumed the dual role of general manager of Spray Nine/VP of Operations Permatex and has continued to utilize his broad range of experience and expertise to oversee these two critical parts of the business, including the eventual fold-in of the Spray Nine business into Permatex in 2010.
In today’s Executive Interview, Mostoller talks about his goals for the Permatex brand, as he settles into his new role as GM, and also brings us up to speed on recent and possible future acquisitions.
You are new to your role as GM of Permatex (as of February 2011) and have an operations background with the company. What are your goals for Permatex in the coming years?
Our most important goal must be to continue to maintain a leadership position in our core competencies of chemical gasketing, hand cleaners, anaerobics and specialty repair products. We also want to be first to market with innovative products that keep pace with automotive technologies as they evolve in the near future. We want to accomplish all of this and still be able to provide outstanding customer service to our distribution customers and end-users.
Based on your years of experience at Permatex, what do you feel are the keys to remaining a brand leader today?
The key is pretty basic. We have to continue to provide value to our customers in the form of products they trust and have confidence in using. No technician or do-it-yourselfer ever wants to redo a job because of a faulty product. Our customers have relied on Permatex to supply quality products that they know will do the job the right way … the first time and every time. That’s why we are constantly improving our formulations as well as their performance and delivery methods.
Permatex is a division of Illinois Tool Works (ITW). Earlier this year, ITW acquired Shell’s car care business, which includes such brands as Rain-X, Black Magic and Gumout, among others. Has this affected Permatex at all is there any overlap or benefit for Permatex?
The acquisition of the Global Brands business from Shell has not impacted our operation at all. In keeping with ITW’s philosophy of decentralized management of the businesses they purchase, we operate completely independently of each other. However, one the most valuable benefits of being an ITW company is that we have access to the many technologies and resources of the group, which puts us in an excellent position to further improve the performance of our brands.
Some time before that (2008), Permatex acquired Spray Nine essentially a competitor in the market. Now that the brand is well-established in the Permatex culture, what benefits do you see from this acquisition?
Actually, Spray Nine wasn’t a true competitor because it focused on different markets and was sold regionally. We’ve been able to utilize the ITW philosophies and strategies to significantly improve the optional efficiencies of the business, as well as to streamline the product line. We’re now focusing on moving the line from a very strong, regional brand to a national presence. As a plus, we have been able to make some key Spray Nine products available to our very receptive automotive distribution partners. Likewise, some specialized Permatex products are now finding their way to Spray Nine customers as well. The two brands are working very well together.
Tell us about the company’s plans for the future. Are there more acquisitions to be expected, or any new products in development that you can tell us about?
We are always looking to acquire strong brands, companies that are well-managed and that fit within our strategic plans. As far as products are concerned, Permatex is in the process of launching a revolutionary hand cleaner technology called MicroGel that will improve our category-leading Fast Orange products. This patent-pending formula feels smoother on hands and is better for the environment, and it already meets tomorrow’s stricter VOC regulations.
Aftermarket brands have become very active in social media in the past year or two. How does Permatex utilize social media today?
We have been using the Internet to help to our customers get more out of our products in an efficient manner, giving them access to technical and EH&S information, as well as where to buy and also instructional videos. We are beginning to utilize social media to extend access to Permatex and all of our brands in a format that many of our customers use every day … Facebook, Twitter and QR codes. We are providing access to the same information that is on the Internet, while providing tips on how to properly maintain their vehicles to improve performance and reliability, and extend vehicle life.