Good News Nancy Wolthius
Posted by Communications2 on Mar. 27, 2024 / Member News / Subscribe 0
Opening a French Door with Nancy Wolthuis
by Kimberly Johnson, CPSM
Choosing a Career Path
When Nancy Wolthuis entered the industry in 1985, professional services marketing was in its infancy. Professional associations such as AIA repealed its code of ethics to allow advertising and marketing in 1980. Engineering firms followed suit in 1993.
Enter Nancy Wolthuis. Recently divorced from an architect, this spunky, strong, and smart 32-year-old woman understood the potential of AEC marketing as a career. As Nancy says, "When a window shuts, a French door opens."
Her first AEC marketing job was with the Salt Lake office of the national firm, KKBNA, where she competed with forty-five applicants for a position. Nancy loved the job right away, as she had always been interested in the architecture of buildings. She also appreciated the financial independence that this career offered. Oddly enough, JR Richards was beginning his structural engineering career at KKBNA, and 28 years later they would work together again.
When KKBNA consolidated offices, Nancy’s position relocated to New York City. The cost of living in New York was excessive, so she decided to remain in Utah, and she accepted a position with DMJM (now AECOM). After the position ended, Nancy joined EDA at which time she met her future husband, Richard Wolthuis, a senior construction manager. Richard transferred to Guam to manage a resort development, and Nancy followed.
Long before remote working, Nancy searched for AEC marketing opportunities on the island of Guam. She knocked on the door of a small architecture firm, expecting a frosty reception, since Guam was an island with only two small design firms. Luckily, the architect who answered the door understood the value of AEC marketing as he had been a senior designer with HOK San Francisco. He seized the opportunity to have in-house professional services marketing and he benefitted from her expertise in AEC branding and graphic design.
When Nancy and Richard returned to Salt Lake, she knew her path would continue in the AEC field. The firms of CRS, Case Lowe & Hart, Reeve Associates, EWP, and Calder Richards expanded her portfolio of experience.
It is no secret that Nancy's favorite firm is the one she is retiring from: Calder Richards Consulting Engineers. Here she found the right corporate culture, respect, and friends she considers family. When her beloved spouse, Richard, died unexpectedly in 2022, Nancy’s Calder Richards family and colleagues circled the wagons. She will always remember their kindness helping her to navigate tremendous sorrow and loss.
Overcoming Obstacles
During her 39-year career, it was difficult being a woman in a male-dominated industry. Convincing technical professionals of the importance of marketing was challenging. It was essential to communicate the value of her marketing contributions. As non-billable staff, she witnessed how marketers were often viewed as overhead and expendable. Over the course of her career, Nancy constantly demonstrated the value of AEC marketing utilizing metrics such as ROI and win-rates. This is why she believes that understanding and utilizing metrics is essential to marketing professionals.
Adapting to Change
Like AI today, Nancy pioneered the transition from analog to digital in the workplace. She remembers using a personal computer for the first time. Before the internet, email, color photocopiers, and word processors like WordPerfect, her tools were typewriter and pen. Nancy's approach to digital conversion is sound advice for
those facing AI integration: You must adapt to evolve. Be an initiative-taker and teach yourself innovative technology. In the face of opposition, do it anyway.
Nancy's Advice to Those Entering the Profession:
Get a mentor (s).
Stick with it. It is a demanding job, particularly in the early phases of one’s career; but, with an AEC marketing career, you can get a job anywhere - even Guam!
In Retrospect, What Would You Do Differently?
She would have more proactively plotted her career path. If it is not what you want, speak up or move on. After 6-7 years with a firm, management can often take one for granted. Moving on is not a failure; it is a chance to discover the right fit to find a company culture that supports personal and professional growth.
Proud Achievements
Nancy is most proud of her ability to understand each member of the technical staff, which helps her to train, support, and grow their business development skills. Everyone brings unique talent to the table--engaging and fostering that talent is key.
Nancy is also proud of Calder Richards’ website where she wrote the copy and curated the photography.
Nancy loves being financially independent, and she appreciates that her career enables her to support herself. She also loves the job - especially research - and helping firms be successful.
Words of Wisdom
"Love what you do." - Enough said.
"The fish stinks from the head down." - You cannot change things if leadership is problematic; you just need to move on. Find a company where leadership respects and supports what you do.
“Surround yourself with talented people, and always recognize the contributions of others.” – Leaders can never overstate the power of the team.
"Marketers think in a different way." - Leverage the importance of client-centered thinking to understand what the client wants.
“You must adopt and adapt to evolve.” – Be an initiative-taker and teach yourself.
"When a window shuts, a French door opens."
Retirement is Just the Beginning
We imagine Nancy opening lovely French doors of her new home in Fairhope, Alabama, where she is moving with her partner, Michael. Situated on the shores of Mobile Bay, we know she is opening the door to new adventures in retirement.
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