In this episode of Beyond the Blend, we sit down with Caitlin Jacobs, ILMA’s Director of Communications and Member Engagement, whose work sits at the crossroads of storytelling, strategy, and service. Caitlin shares how she’s helping shape the future of the lubricants industry—not just through campaigns and comms, but through listening, elevating voices, and building bridges across generations and organisations.Key Takeaways:A Communications Role with Purpose: Caitlin opens up about how she’s reshaped the ILMA brand in recent years, moving beyond newsletters and conference brochures into a more digital, connected, and value-driven approach to member communication.Elevating Member Voices: From highlighting family-run businesses to spotlighting innovation in sustainability, Caitlin discusses why giving members a platform to tell their stories is one of the most powerful tools for building trust and relevance.Reaching the Next Generation: With a clear eye on talent and retention, Caitlin talks about how ILMA is adapting its approach to speak to younger professionals—without losing the legacy and values the association is built on.Collaboration Over Competition: Whether it’s with board members, event planners, or ILMA’s wider stakeholder network, Caitlin believes the best results come from shared ideas, consistent feedback, and open communication.The Human Side of Association Work: From on-the-ground planning to post-event follow-ups, Caitlin reflects on the emotional labour that comes with working behind the scenes—and why moments of connection matter more than metrics.Why Listen?If you work in associations, B2B communications, or are simply looking for fresh ideas on how to engage people in a legacy sector—this conversation will resonate. Caitlin brings heart, humour, and sharp strategic insight to everything she does.Where to Connect:LinkedIn: Caitlin JacobsOrganisation: ILMA – Independent Lubricant Manufacturers Association

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