35: Emily Wilkins - Marketing the "Radical Job Shop"
Update: 2025-10-15
Description
Recorded from the show floor at FABTECH 2025, host Rachel Hartman sits down with Emily Wilkins, CEO and Founder of Marketing Metal; a bold, no-BS agency built for the “Radical Job Shop” of the metals industry.
Emily shares her journey growing up near Detroit in a GM family, trading a mechanical engineering path for a passion in marketing, and ultimately founding Marketing Metal, the “anti-agency” reshaping how manufacturers tell their stories.
Rachel and Emily dive into why marketing yourself is harder (and more important) than ever, the power of authentic storytelling, and why people in this industry don’t want cookie-cutter marketing. They also draw parallels to how Bryzos has taken a similar path — through its docuseries and this very podcast.
A fun, candid, and relatable conversation for anyone pushing the boundaries of what marketing in manufacturing can be!
Check out Emily’s work at marketingmetal.com.
Emily shares her journey growing up near Detroit in a GM family, trading a mechanical engineering path for a passion in marketing, and ultimately founding Marketing Metal, the “anti-agency” reshaping how manufacturers tell their stories.
Rachel and Emily dive into why marketing yourself is harder (and more important) than ever, the power of authentic storytelling, and why people in this industry don’t want cookie-cutter marketing. They also draw parallels to how Bryzos has taken a similar path — through its docuseries and this very podcast.
A fun, candid, and relatable conversation for anyone pushing the boundaries of what marketing in manufacturing can be!
Check out Emily’s work at marketingmetal.com.
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