At Toole Design, we pride ourselves on having the best planners and engineers in the business — but some of our most impactful team members aren’t planners or engineers at all. Behind the scenes, our marketing team shapes our story, builds relationships, and identifies opportunities to expand our mission. To take those efforts to the next level in a region full of possibility, we’re excited to welcome Natalie Lozano as our new Director of Market Strategy for the Western U.S.
Read on to learn about Natalie’s path to the transportation industry, her advice for tackling tough problems, and the projects she’s excited about in the West right now.
Every industry needs marketers. What drew you to the transportation industry?
My path here wasn’t a straight line. After studying architectural history for my undergraduate degree, I worked in marketing for several design firms in New York, but I burned out pursuing work that sometimes didn’t align with my values. At the same time, I became a running coach and personal trainer! Working outside in Central Park supporting my clients brought me so much joy. That passion led me to Portland and, eventually, back to marketing. But this time, marketing for firms that shared my values.
What I love about this work is enabling people of all abilities to move safely and comfortably, whether it’s for recreation or commuting. That connection with public health, motion, and joy is what drew me to active transportation.
What advice do you find yourself giving often?
One of my favorite exercises is working with a team to define what problem we’re actually trying to solve. It’s common to think a friction point in decision-making is due to, say, lack of a process, but often there’s a deeper issue underneath. I love helping people break down a challenge into its parts and find a clear path forward. It’s empowering, and it’s a skill you can apply to many areas of your life.
I’m excited to showcase the people-centered mission and the talent we have on our teams here in the West.
What Do you wish more people understood about consultant marketing?
Marketing professional services is as much about sharing our thought leadership as it is about highlighting our clients’ stories as we work to plan and build thriving transportation networks. We’re in a position to influence other communities dealing with similar challenges. As a market strategist for this region, my goal is to align Toole Design’s core strengths and mission with the signals we receive from our communities in the West, signals about what they uniquely need to improve safety and health.
What’s on the horizon for the Western U.S. ?
The need and desire for our work in the West is red hot. Extreme heat, wildfires, economic and health disparities, congestion… these challenges aren’t on their way; they’re already here. Leaders in the West, especially in states like California, are on board and taking action.
This also means that many other firms are now working in the space that Toole Design has nurtured for over 20 years. So I’m excited to showcase the people-centered mission and the talent we have on our teams here in the West (in LA, Oakland, Seattle, Portland, and Denver). And while we’re ready for growth, it’s not about growing just for the sake of it — it’s about delivering on our mission. That’s the heart and soul of why I’m here.
Any specific projects you’re excited about?
The week after I started here, I attended the ribbon cutting for the Pike and Pine Streetscape Improvements project in Seattle. Seeing the mayor and stakeholders there, celebrating a corridor that improves safety and beautifies the streetscape, and knowing our team designed it… it was incredible.
The Morrison Road Improvements project in Denver is one of the most significant design projects for the company, converting a High Injury Network street into a traffic-calmed and welcoming neighborhood main street, and I’m looking forward to daylighting that story. The LA County Bike Plan is also moving forward with a lot of energy, and it’s exciting to see the activity around that.
What's your favorite way to get around?
My favorite thing to do is pack a little backpack with my work clothes and run to work. I live about five miles from downtown, and it’s such a joy to move through the city on my own two feet. Cycling is a close second. I bought an e-bike last year and it’s been a game changer. It gives me just enough oomph to avoid breaking a sweat, but I still feel connected and active.
