WICHITA, Kan. – Universal Lubricants has named Colorado Springs native Jan Robert Horsfall as chief marketing officer.
As a member of Universal Lubricants’ executive team, Horsfall, an experienced entrepreneur and skilled marketing strategist, will be responsible for leading the company’s branding efforts, optimizing consumer and partnership initiatives, and promoting a growth-focused culture throughout the company.
Universal Lubricants is one of only a few American manufacturers and distributors that collects, re-refines, blends and redistributes its own motor oil, including the ECO ULTRA line of high performance lubricants. With its proprietary "Closed Loop Process," the company never loses guardianship within the chain, creating an infinitely repeatable, sustainable cycle. ECO ULTRA is now the motor oil of choice for a growing number of fleet operators, auto dealerships and service centers across the country, according to the company.
"Jan is a proven leader with a track record of building brands and a passion for new technology," said Universal Lubricants CEO John Wesley. "We worked together when he began his career with The Valvoline Co., where I watched him rise through the ranks to vice president of consumer brand strategy before he left to tackle a host of successful entrepreneurial ventures. With more than 20 years of experience and a deep understanding of how to take new ideas to market, Jan brings a valuable new perspective to promoting our game-changing re-refining technology and our marquee product line, ECO ULTRA."
Horsfall will draw on his experience at consumer brand organizations in the Internet, energy, telecom and retail industries. At Valvoline, Horsfall led widespread organizational and strategic change before leaving to become vice president of marketing at Internet search pioneer Lycos Inc. until it was sold to Terra Networks in 2000. He then founded Blackstone-backed Gemini Voice Solutions, an early VoIP pioneer, which later sold to eVentures LLC.
In 2009, Horsfall was appointed chief marketing officer at Turbine Inc., creator and operator of some of the world’s most popular online games. He contributed to that company’s successfully sale to Warner Bros. Interactive Entertainment before moving on in 2011 to co-found Startup Colorado, a statewide initiative that supports fledgling technology companies.
"After starting my career in the automotive aftermarket business, I am excited to join such a forward-thinking company at the forefront of new technology which transforms used motor oil into high-performance, high quality lubricants," Horsfall said. "The consumer, environmental and geo-political benefits of converting used oil into a renewable resource are limitless, presenting incredible opportunities for growth. My goal is to use my experiences with other innovative companies to help Universal Lubricants strengthen relationships with business partners and effectively communicate the benefits of our products and services to consumers."
Horsfall is a member of the board of directors of Colorado State University’s College of Business, Tins.ly and Devium; and is on the advisory board of Conceal Fab. He is a strong supporter and advocate for the non-profit Surfrider Foundation and an active outdoorsman. He is a 1982 graduate of Colorado State University.
