40 Under 40: Emalee Frase
Senior Manager, Experiential Marketing & Brand Partnerships, Winnebago; With company: 3 years | Industry experience: 3 years
Emalee Frase is a vocal advocate for female solo RVers and exudes passion for her work born from core memories spent camping with her parents. Her passion for the outdoors continues at Winnebago where she arrived with an impressive track record that includes work at Harley Davidson as brand global marketing manager, followed by Polaris Industries, where she made significant impacts in their PG&A and snowmobile businesses.
“Her lifestyle authenticity makes her a strong advocate when interacting with the public at shows and events, illuminating the best of why we all do what we do,” a peer says.
Emalee continues to make strides in her career at Winnebago where she began as manager of marketing events and partnerships. In just a few short years, she assumed the role of senior marketing manager, experiential marketing and partnerships.
She has not only built a stellar events team of enterprising talent, but also reimagined processes and possibilities to help maximize resources and elevate customer experience at many touchpoints throughout the company’s marketing footprint.
Winnebago offers an array of RVs that enable customers to go off-grid, accessing remote places and staying longer once they arrive. One challenge the company faced, however, was generating awareness of the full scope of its rugged portfolio and attaching Winnebago brand equity to products such as the Revel and EKKO. Emalee took the reins and helped lead a Winnebago team and agency partners to develop the “Backcountry Series” campaign.
This segment marketing effort not only celebrates the Backcountry family of products, but also educates on the adventurous lifestyle they unlock. It’s also notable to remark that the campaign has been viewed by more than 3.6 million viewers with impressive engagement.
Her expanded responsibilities include Winnebago’s passionate and differentiating Owner Community, the Ambassador program, and the RV show circuit, including both industry shows, such as Tampa and Hershey, as well as additional presences like SEMA and the Overland Expo.
The experience RV owners and fans have when they visit Winnebago’s home city and the company’s visitors center are also now under Emalee’s purview, where she continues to be a cheerleader for industry and the company.
What is your advice for up-and-coming leaders in the RV industry?
“The most powerful weapon on earth is the human soul on fire,” is a quote from French soldier and military commander Ferdinand Foch. For me it has meant that a strong inner drive, passion and unwavering spirit — a metaphorical “soul on fire” — is the most potent force for achieving significant goals and making a profound impact, far beyond physical power or traditional weapons. Another piece of advice that I’ve always followed is to embrace change as an opportunity — the best ideas often come from stepping outside of the familiar.
What does it means to you to be a 40 Under 40 honoree?
Being named a 40 Under 40 honoree is both an honor and a responsibility. It represents not only the hard work and dedication that brought me here, but also the support of the incredible teams and mentors who’ve shaped me as a marketer. To me, it’s a reminder to keep pushing boundaries, driving change, to lead with purpose and to create opportunities for others to grow and succeed in the way others did for me.
