Chemistry for a Sustainable Future

SPRAY FOAM MAGAZINE – Four established women from BASF's spray foam division open up about their established careers!

Lisa Mun

BASF North America Spray Foam Technical Development Manager

What are your guiding principles as a Technical Development Manager? The dynamic of the team is especially crucial during unexpected setbacks, where we must problem solve under pressure while reaffirming each other of our capabilities to push through, overcome and succeed. Lastly, even after 17 years in the industry and meeting many passionate spray foam customers, I always walk away from conversations learning something. As my mentor Marshall Devine once said, “Urethanes is a lot like ‘Hotel California’ – you can check-out anytime you like, but you can never leave!”

What factors do you consider when developing a new product? Creating chemistry stems from understanding our customers’ needs and wants, staying current and proactive in addressing environmental and safety impacts, and keeping a pulse on innovative solutions whether through chemistry or alternate approaches.  

Why is innovation so crucial in this industry? With constantly evolving governmental regulations, health, and safety concerns, and increasing building code R- requirements, the science and technology must adapt to meet these changing demands. Innovation does not occur by repeating the same actions and expecting different results, but rather by daring to challenge convention, ask more questions, dive deeper and ask, “What if?”

Which work accomplishment are you most proud of? In 2020, I had the opportunity to lead a technical team – the first time I had led any team in my career. I am grateful for my supportive manager, Chris Lacarte, and colleagues who believe in me and provide honest feedback, allowing me to thrive as a leader for my team.

What do you like to do in your spare time? My two kiddos, 4 and 7, keep me and the hubs active outdoors biking, hiking, and skiing. To keep the kids from flying off the couches and through the windows at the house, we boulder together at the indoor rock wall gym. When my number one job isn’t being “MOMMY!!!” I like to drive fast in my car, windows down, headed to Costco.    

Nancy Houle

BASF Director, Performance Materials Canada & Business Management Spray Foam NA

How long have you worked for BASF? I’ve been with BASF for 21 years.

What has been the most rewarding part of your job? Having the opportunity to shape the future of BASF’s spray foam business but also creating a positive impact on our customers, the environment, and the communities we serve.

How has your background in chemistry helped you in your current role? I have a degree in chemical engineering and I began my BASF career as a polyurethane chemist. This has enabled me to better understand both the limitations and possibilities of SPF chemistry and helps me make informed decisions that contribute to the development of sustainable solutions for our industry.

As a woman, have you faced any challenges in what is still a male dominated industry? If so, how did you overcome them? I think it’s important for women to understand their strengths and be true to themselves. Having a supportive and diverse network has been very beneficial to me in navigating through challenging times.

What do you do in your spare time? I am a busy mom of two and enjoy activities with my kids. Like many parents, I spend most evenings and weekends at hockey or lacrosse practices, baseball games and swim meets.  

Kelly Frauenkron  

BASF North America Spray Foam Market Manager

What are your roles and responsibilities as a Spray Foam Market Manager for BASF? I have the responsibility for the strategic direction of the BASF spray foam business in North America, including innovation pipeline and product portfolio management, setting the marketing communications strategy, and facilitating product launches, as well as prioritization of our overall spray foam technical sales focus areas.

In your job, what principles do you prioritize? I think a positive mindset and enthusiasm for the future and our role in evolving the spray foam industry is important, especially in working with members of the team internally. Working cohesively as a leadership team, is also a core principle to our spray foam business operating efficiently.

What have been some of the most unexpected challenges you’ve faced? As our industry experienced shortages over the previous years, it was important that we assessed the ways we communicated with customers to keep their confidence and loyalty in the BASF brand and products. In addition, responding to regulatory changes has challenged the business to continually innovate at a very fast pace while still trying to meet the increasing demand for spray foam in the U.S. market.

How will marketing in the spray foam industry evolve in the next five years? As spray foam becomes more broadly adopted in the housing market, the need for more comprehensive communications and education to homeowners will also increase.

If you had one piece of advice for someone entering spray foam marketing, what would it be? Be prepared to look at the big picture and explore the value of spray foam for every stakeholder in this industry.    

Griscelda Rodriguez

Territory Sales Manager (South Texas, New Mexico, Arkansas, Louisiana)

How has your background in acquisitions helped you in your current role? I have been directly involved in two BASF acquisitions. The first one was in 2004 where BASF acquired Foam Enterprises. We went from being owned by Dennis and Mindy Holbert to being owned by a large corporation. This was a positive learning experience because of the career opportunities this change allowed.

20 years later, our Crosspoint site still has that family-owned feel, mainly because of the personnel that remain employed at the site. Shortly after completing my MBA, I was in an Inside Technical Sales role, this allowed me to increase my technical knowledge of spray foam products as they were used in commercial and residential applications as well as building science knowledge.

What’s the biggest work-related challenge you have faced? Being successful as a female in a male dominated industry while enjoying what I do. I always figured I would have a career focused on the sciences and while it ended up being chemistry, but as it is applied in construction products.

Who do you think would benefit the most from what you have to say? Young people who love science and people who fear that slow progressing careers are a hinderance. I feel like the progression of my career allowed me to effectively raise two intelligent children, one of which I can proudly say is also in construction products and the other is wrapping up her undergraduate collegiate studies.

If you could change anything about this industry, what would it be? It would be to create an alliance with trade schools and high schools with vocational programs so that our youth would be educated on the importance of the energy savings and benefits of SPF.  

Beyond the Foam

For use by SprayFoamMagazine.com & Spray Foam Magazine