Women In Propane: From Newspaper Marketing to the Propane Industry

(December 5, 2019) — After six years as the marketing assistant for

in Newmarket, N.H., Maribeth Girard is a relative newbie to the propane industry. Her extensive marketing background, however, has laid a strong foundation for a successful new career and helped raise Proulx’s marketing initiatives to a new level.

“I was a newspaper marketer for close to 20 years, and had to constantly be focusing on new business, retaining customers, and being out in front of what was quickly becoming a very different and declining industry. The challenges I faced in that industry forced me to think differently on how to market products,” Girard said.

“With the internet, apps, social media, and Google, the landscape has changed dramatically, as well as the demographics. How we are now marketing is completely different than even just five years ago,” she explained. In the next few weeks, for example, Proulx will launch its first mobile app.

Girard dived into a newly created role at Proulx, working directly with the owners to redefine the company’s marketing efforts. Her responsibilities include customer acquisition and retention; sponsorships and partnerships; branding; social media; content creation; website management; event coordination; and recruitment management.

The transition into the propane industry was not too difficult, she said. “One of the best things is I am seated near the customer service department. I learned so much from them. I was grateful to be so close so I could hear how phone calls were handled. I could hear and soak it all in.”

Proulx Oil & Propane is a family-owned company providing fuel delivery and service to 7000 customers located in more than 100 towns within New Hampshire, Maine, and the North Shore of Massachusetts. The full-service company provides propane fuel and installs new tanks; cylinder boilers and furnaces; tankless water heaters; and other propane accessories.

With customers located along the coastline, company challenges include issues related to corrosion from the sea salt and seasonal customers who leave in the winter months. In addition, the company is in a very competitive area, making customer service a top priority, including 24-hour service technicians, Girard said. “We are a little smaller so we can be a little more nimble.”

To keep up with career resources, networking, and mentoring opportunities, she recently joined Women in Energy.

Although her position is demanding, Girard said she has a good work-life balance. “My husband and I own a retail business centered around dogs, and most of our off-hours are spent with our dog, Calvin. Our retail business keeps us active in the community with events, partnerships, and opportunities to help animal shelters and rescue organizations.”

Canine Cupboard, the company she and her husband, Bill, started 18 years ago in Portsmouth, N.H., offers handmade, all-natural dog treats along with leashes, collars, harnesses, coats, outdoor gear, beds, and interactive toys. Bill does about 99% of the work, Maribeth said.

In addition, she and her husband enjoy hiking—they have 200 acres behind their house. She also enjoys cooking, gardening, and working out at the local rec center, and recently started yoga.

Girard finds immense joy when “a campaign is successful and you can see the results of your efforts in the form of new business and increased revenues and profits,” she said.

“Also, working for a company that is community focused and being recognized for those efforts. At Proulx, we give back to the communities we serve and it’s always nice to bump into someone who comments on our involvement, whether it be a little league sponsorship, local animal shelter, food pantry, or one of the many other organizations we support.

“Working here and working for Proulx has been the highlight of my career,” she said. — Karen VanAsdale