Marissa Keisler: Providing Leadership in the EV Industry

How did you find Anderson University?

I actually found Anderson’s MBA program through Dean Steve Nail. During my time at Hubbell Lighting (now Current), I was exploring MBA programs, carefully weighing both time commitment and cost. When Steve Nail, who oversaw HR at Hubbell and later became Dean of Anderson University's College of Business, transitioned to Anderson, he encouraged me to consider their program.

His suggestion opened my eyes to what proved to be the perfect fit for my work-life balance. As I was essentially working and studying full-time simultaneously, Anderson's flexible format was ideal. Their hybrid approach allowed me to complete most coursework online while also spending a semester at the University Center for in-person classes I specifically wanted to experience face-to-face.

This balanced structure enabled me to earn my MBA while maintaining my full-time position—truly the best of both worlds.

What are some ways your MBA program has helped you professionally?

My undergraduate degree focused on marketing, but my career took a different direction initially. The MBA program proved invaluable in broadening my business knowledge, particularly Dr. Kim Whitehead's courses, which I referenced frequently in my product management role. Her teaching covered essential skills I now use daily—inventory management, approaching problem solving in efficient ways.

What made the MBA experience especially powerful was the immediate application of classroom concepts to my professional responsibilities. The program expanded my perspective beyond the relatively narrow focus of my undergraduate studies, which hadn't anticipated my eventual career path. As my professional journey unfolded, my MBA education provided crucial context and frameworks for my day-to-day responsibilities, connecting theory directly to practice in ways that continue to benefit me to this day.

When did you know you wanted to be involved in the marketing world?

As a theater kid and team sports athlete growing up, I frequently heard "you should go into sales" because of my outgoing nature. Despite this, I initially pursued a biology degree with aspirations of becoming a physical therapist. When that path didn't captivate me, I took an accounting class on a whim. My father's insightful comment—"People don't just like accounting; you should consider business"—shifted my perspective entirely.

Marketing emerged as the perfect synthesis of analytical thinking and creative expression. Though not a designer by training, I found my niche in strategy and communications, which beautifully balances creative, fast-paced work, and data-driven decision making.

What truly transformed my understanding was discovering that marketing extended far beyond creating brochures and advertisements. I uncovered an entire dimension of the field within product management—a world that combined numerical rigor with dynamic, rapid-fire challenges. This deepened understanding of marketing and the versatility ultimately drew me into the field where I've found my professional home.

And you also teach classes at AU.

Teaching has always been a passion of mine, something I once envisioned as a rewarding "retirement career." During my undergraduate years, I found myself particularly drawn to professors who brought real-world experience to the classroom—those who had built successful careers before transitioning to academia rather than pursuing purely theoretical paths. I sought out these mentors for additional learning opportunities beyond our scheduled classes, sensing something special in their approach.

Earlier in life, I had considered becoming a teacher and softball coach, but discovered working with young children wasn't quite right for me. Nevertheless, the teaching aspect continued to resonate. This interest manifested professionally when I became a trainer at Hubbell Lighting, teaching lighting concepts—confirming my love for education.

This background makes me especially grateful to Steve. When I shared that my MBA aspirations were primarily driven by a desire to teach someday—rather than immediate career advancement, though that's certainly been a welcome benefit—he challenged my timeline with a simple question: "Why don't you go ahead and start doing it now?"

His encouragement to begin teaching without delay rather than postponing it to some distant future proved to be one of the most valuable pieces of advice I've received.

Tell me about your work with Proterra.

I lead the marketing and communications team at Proterra, where we specialize in manufacturing batteries for commercial and industrial applications. Our customers include industry leaders like Daimler and Komatsu, powering everything from commercial trucking fleets to heavy-duty equipment.

Our operations are strategically divided between two locations: our manufacturing facility in South Carolina, where I'm based, and our technology center in Burlingame, California. Being headquartered at the production site gives me valuable proximity to our core operations.

Focusing on battery technology has been remarkably rewarding, particularly because of the diverse applications we serve. Our products power an impressive range of commercial and industrial equipment—from Class 8 semi-trucks to specialized port equipment handling cargo, to excavation and mining machinery operating in the most demanding environments, to school buses making daily drop-offs. This breadth across the commercial and industrial spectrum makes our work both challenging and deeply satisfying.

Share some of the joys and challenges of your work.

The dynamic nature of my role means no two days are ever the same. My responsibilities span the entire marketing communications spectrum: coordinating trade shows, website and social media presence, crafting internal communications, drafting press releases, and creating product marketing content. This variety provides constant learning opportunities, which aligns perfectly with what I value most in my professional life.

This diversity, while stimulating, presents its own set of challenges—particularly when it comes to resource allocation. Marketing requires creativity not just in content creation but in strategic deployment of limited resources. My greatest challenge lies in prioritizing initiatives within the constraints of annual budgets and available resources. While this aspect can be demanding, it also adds an interesting dimension to the role, pushing me to develop innovative approaches to maximize impact with finite means.

Adding another layer of complexity is our rapidly evolving industry. The battery/EV industry has matured from a landscape dominated by startups to one populated by both start-ups and established companies. This transformation demands exceptional agility—a carefully crafted brand narrative might need significant recalibration after just six months due to market shifts. Successfully navigating this environment requires not just responding to changes but anticipating them. The inherently fast-paced nature of marketing combined with the emerging dynamics of clean technology creates a uniquely challenging yet rewarding professional space.

What would be some advice that you would give to somebody who is interested in marketing?

I would say, don't box yourself in. When considering your career path, resist the temptation to narrowly define your professional identity too early. So many people think they love on thing only to discover an unexpected love for something in an unexpected area.

Even if you're drawn to a specific role like product management that might not traditionally fall under the marketing umbrella, maintain intellectual flexibility. The most rewarding aspects of your career might emerge from areas you haven't yet encountered or considered.

Keep an open mind about your professional journey. Your genuine talents and interests often reveal themselves through experience rather than anticipation, and your greatest professional satisfaction may come from a direction you never initially imagined.

And You're also seeing a significant kind of a change in the way marketers do things, such as using AI (Artificial Intelligence).

AI has become an essential daily tool in our workflow. One of its most valuable applications is ensuring consistency in our communications. With two writers on my team, we leverage AI by providing it with our brand voice, tone, and personality parameters. This creates a unified voice across all content—readers can't distinguish whether I authored a piece or someone on our team did, which strengthens our brand identity.

For presentations, I frequently use AI to generate outlines and as a sounding board for developing concepts. It serves as both a collaborative partner and efficiency tool, allowing us to maintain quality while significantly reducing production time. Rather than replacing creative input, it enhances and streamlines our process, proving itself to be an invaluable resource that has transformed how we approach content creation.

When you're not doing marketing, what do you enjoy doing?

Beyond my professional life, I'm actively engaged in my community through several board positions. I love spending time with family and friends, frequently attend concerts, and maintain an active lifestyle through a variety of sports.

My church involvement holds special significance in my life. I serve on the board of Channel Blessings, our church ministry focused on providing meals to both school children and homebound individuals, where I also manage financial aspects. Additionally, I hold a board position with Young Greenville, a local Republican organization.