Blending Creativity with Industry Insight
Matt Sohl, Creative Marketing Specialist with WireCrafters, shares his unique journey leading him to his career.
By Nicole Needles
Matt Sohl’s journey from college mascot to creative specialist at WireCrafters is a path that is truly his own. After graduating from Western Kentucky University with a dual focus in interactive web design and filmmaking, Sohl’s career path meandered through a brief stint in banking before finding his niche in marketing at WireCrafters, where he has flourished for the past seven years.
“At WireCrafters, they call me Big Red, a nod to my college mascot days,” Sohl said, reminiscing about his unconventional start. “Joining WireCrafters was a pivotal move for me. It’s been a journey of learning and creative exploration.”
As the creative specialist, Sohl plays a pivotal role in shaping WireCrafters’ marketing strategy, leveraging his background in web design and filmmaking to craft compelling content. “I’ve always been drawn to the challenge of marketing in the material handling industry,” he said. “It’s dynamic and constantly evolving.”
Reflecting on his professional growth, Sohl credits his marketing manager, David Fishburn, as a significant mentor who fueled his passion for the industry. “David keeps things interesting. He encourages creativity, especially in marketing safety cages, which isn’t always the most glamorous product to promote,” Sohl said. “But we find ways to make it both engaging and informative.”
Sohl’s enthusiasm extends beyond his daily responsibilities. He’s excited to continue to grow and attend events such as the Emerging Leaders Conference in the future. He mentioned that his peers speak so highly of the event and that it creates new excitement for their careers each year.
When asked about leadership advice that resonates with him, Sohl emphasizes the importance of empowering his team. “Hiring people who are passionate and capable is key,” he said. “Micromanagement stifles creativity. Trusting your team to excel is crucial.”
Looking ahead, Sohl envisions a future where he can balance career success with personal fulfillment. “In five to 10 years, I hope to achieve stability that allows me to prioritize family,” he shares. “WireCrafters has a vision that aligns with my goals, which is reassuring.”
Beyond his professional endeavors, Sohl recently embarked on a personal passion project that holds deep significance. “I’ve just published a children’s book titled ‘Insulin Kid,’ inspired by my advocacy for Type 1 diabetes awareness,” he said. “It’s a book that aims to educate and inspire young readers facing similar challenges.”
Despite its title, “Insulin Kid” is not only about diabetes, but Sohl authors a message of hope and resilience for kids during difficult situations as well. His wife encouraged him to make his idea for this book a reality, and the book has already created a positive impact as a result.
Sohl reflects on the fulfilling journey that brought him to where he is today. “I thrive on challenges and creative opportunities,” he said. “The material handling industry has provided me with both, and I’m excited for what the future holds.”
Even if you begin in a technical field and end up in a creative one or vice versa, those transferable skills can help you find new passions. Matt Sohl’s story leading to WireCrafters exemplifies how passion, creativity and a commitment to personal growth can converge to create a fulfilling career journey in an evolving industry.
