Industry Expert Series: ADS’s Director of Marketing on loyalty, alignment, and the power of branded environments

Expert Series: Chris Wilguess, SVP of Operations for Lunne, speaks with Heather Schreiber, Director of Marketing at Advanced Drainage Systems (ADS), a leader in manufacturing stormwater solutions.

Chris Wilguess: Heather, how did you find your way into a marketing leadership role at a company like ADS? Was this your plan?

Heather Schreiber: Of course. One day, I woke up and thought, “You know what’s missing in my life? Stormwater products.” [laughs] No, not at all. I started in marketing in the retail world, which is a common path in Columbus, Ohio. It’s fast-paced and consumer-driven. But someone reached out from Simonton Windows, and I made the move to building products.

That’s when I discovered that B2B marketing has its own unique challenges. What really clicked for me is that where consumer-based marketing is very emotional, loyalty is everything in B2B. You’re not just trying to drive impulse purchases—you’re building relationships over time. I love that we get to talk to a range of people: civil engineers, contractors, distributors. It’s complex, but that’s what makes it fun. And more than anything, I’m proud of what we make. We’re managing a precious resource—water—and that’s meaningful.

Chris: What’s consistent, whether you’re doing B2C or B2B marketing?

Heather: There’s a psychology to it—no matter what industry you’re in. You’re always trying to understand your audience and tee up messaging that motivates action. That’s what marketing is, at its core. And I love that we now live in a digital world where we can see data and analytics and actually measure interest. Whether you’re selling a T-shirt or a 36-inch pipe, you’re trying to start a conversation that leads to action.

Chris: You’ve talked before about how marketing sometimes has to prove its value in B2B. Has that been true in your experience?

Heather: Definitely. In retail, marketing is expected—it’s front and center. In B2B, especially in manufacturing, marketing hasn’t always had that seat at the table. When I first came to ADS, it was a very sales-driven culture, which makes sense. But part of my job, supporting Brian King, our EVP of Marketing, was helping the organization understand how marketing could support sales and drive growth.

That’s been one of the most rewarding parts of my time here—building that trust. We’ve launched campaigns that drive traffic, generate leads, and get results. And we’ve created better ways to collaborate. Brian initiated Sales and Marketing Roundtables twice a year with sales and engineering teams in the field to talk about what’s working and what’s not. It’s been transformational. 

Chris: You also rolled out some new tools for sales, right?

Heather: Yes! We launched a tool called Bynder Studio—it’s a digital asset platform with templates that allow salespeople to create their own branded materials. Some of them will still want to request creative from the team, and that’s great. But others love the flexibility to build what they need quickly. And because they were part of the pilot group, they’ve helped us improve it. That kind of feedback loop only happens when both sides really listen to each other.

Chris: ADS has embraced experiential design across your spaces. Why does physical branding matter for your team?

Heather: Scott Barbour, our CEO, tells the story of investors visiting our headquarters. On their way to meet with him, they passed through the lobby and hallways, surrounded by visuals and messaging that reflect who we are. When they got to his office, they said, “We get it.” That’s what great experiential design does—it tells your brand story before anyone says a word.

We’ve brought brand into every part of our environment. From the parking garage off I-270 to our Engineering and Technology Center, the message is consistent: ADS is innovative, purpose-driven, and proud of what we do. And that matters not just to our customers, but to our employees. People notice. I’ve heard our employees say they were at a store in an ADS shirt and someone came up and said, “Do you work at that building off 270? It’s incredible.” That kind of recognition—especially for a company that makes pipe—is rare. And it’s powerful.

Chris: Final question: What makes a great agency relationship?

Heather: For me, it’s transparency and trust. I need to be able to say, “I love this” or “I don’t think this is quite right,” and know I’ll be heard. That’s what I appreciate about working with Lunne. You listen. You embrace feedback. And we keep things moving forward. That kind of partnership makes my job easier—and better.

We’re grateful for Heather’s insights—and for the trust she places in our team. Stay tuned for more in Lunne’s Expert Series. If you’re ready to elevate your B2B brand, let’s start the conversation.