Red-D-Arc 70th Anniversary Spotlight: Natalia Gusakov

Red-D-Arc (RDA): When did your journey with Red-D-Arc begin, and what inspired you to join the company?

Natalia Gusakov: My journey with Red-D-Arc started in May 2017. I was drawn to the company’s strong reputation for operational reliability, financial discipline, and technical excellence. As someone from a diverse background, it was also important to me to find a workplace that truly values inclusivity and where I could make meaningful contributions while continuing to learn and grow. What really inspired me to join Red-D-Arc was its unique blend of professionalism and a genuine people-first culture. From the very beginning, I felt welcomed and supported, and it was clear that this was an environment where my skills and values would be both respected and challenged in a positive way.

RDA: What do you enjoy most about working at Red-D-Arc, and what aspects of the work feel most meaningful to you personally?

NG: One of the things I appreciate most about working at Red-D-Arc is the strong collaborative spirit that exists across all the teams and it isn’t just a buzzword. It’s the heartbeat of our success. I’ve seen firsthand how teams work together, sharing a common purpose to deliver exceptional value, not just to our customers, but to each other. It’s truly rewarding to know that my work contributes to meaningful outcomes, and I’m proud to be part of a team that genuinely cares.

RDA: How has your role changed since you first joined?

NG: Since I joined Red-D-Arc, my role has evolved significantly in terms of both scope and responsibility. I’ve been fortunate to have opportunities to take on greater leadership within various cross-functional projects and serve as a key contact in several strategic initiatives. These experiences have been invaluable in developing my communication, prioritization, and strategic thinking skills, as well as building a deeper understanding of how to align teams and achieve meaningful results.

RDA: What was the goal of the customer experience project you worked on, and what were the key outcomes?

NG: The main goal of the customer experience project I’ve been involved in is to support Red-D-Arc’s broader vision of becoming a truly customer-centric organization. This involves integrating the needs of both our internal and external customers into our daily operations, communication, and decision-making processes. This is an ongoing transformation focused on our culture, processes, and overall mindset, rather than a one-time project. Our work has included aligning cross-functional teams, adopting new tools, and reinforcing data-driven practices that prioritize positive customer outcomes. While we’ve already seen positive changes, such as increased collaboration and a stronger sense of ownership regarding the customer journey, this is still an evolving process. Perhaps the most significant outcome so far has been the cultural momentum: a growing commitment across the organization to continuously improve how we deliver value, together.

RDA: How do you define great customer service, and in what ways has Red-D-Arc’s commitment to it changed or grown during your time with the company?

NG: In my view, great customer service is about actively listening to customers, responding thoughtfully and proactively to their needs, and consistently following through on our commitments. It’s about truly understanding their needs and working to eliminate any friction they might experience at any point in their journey with us. During my time at Red-D-Arc, I’ve witnessed our service philosophy shift from a more reactive support model to a truly proactive one. We’re now focused on anticipating customer needs, using data to inform our decisions, and aligning our teams to deliver a seamless and exceptional experience.

RDA: Can you share a story that highlights how customer feedback influenced meaningful change within the company?

NG: One particular instance that highlights how customer feedback led to meaningful change within the company involved recurring feedback from new customers, especially those already working with Airgas. They pointed out that the account setup process with Red-D-Arc could be lengthy and somewhat repetitive. In response to this, we collaborated closely with the Airgas Process Gases Division team to streamline the process. Together, we implemented a shared dashboard that provides us with better visibility into existing customer data. This has helped eliminate redundancies and expedite credit application reviews. This not only improved the onboarding experience for our customers but also enhanced our internal processes, making account setup more efficient and less time-consuming. This initiative truly demonstrates how cross-functional teamwork and open communication can lead to significant and lasting improvements, and it also reflects one of the key reasons I enjoy working at Red-D-Arc: the culture of open communication, shared purpose, and a strong commitment to continuous improvement.

RDA: Looking ahead, what excites you most about the future of Red-D-Arc, and why?

NG: Looking ahead, what particularly excites me about the future of Red-D-Arc is the forward-thinking direction the company is embracing. There is a strong focus on continuous improvement, a more insightful application of data analytics, and enhanced alignment across various teams. These elements collectively indicate a dynamic organization committed to purposeful evolution rather than stagnation. Drawing from my background in finance, I truly value structured analysis, the ability to see real progress through measurable results, and responsible financial management. Therefore, it’s particularly positive to see these principles increasingly influencing our strategic decisions and future investments. Beyond strategy, I also appreciate Red-D-Arc’s ongoing efforts to cultivate an inclusive and collaborative culture. Being part of a team that welcomes new ideas while maintaining a focus on performance gives me confidence in where we are headed and I am proud to be part of this journey. 

Natalia’s story is a powerful reminder of what makes Red-D-Arc special—not just our technical expertise or operational strength, but the people who bring passion, insight, and purpose to everything they do. As we look toward the future, it’s leaders like Natalia who are helping shape a more connected, innovative, and customer-focused Red-D-Arc. We’re proud to celebrate her journey as part of our 70^th anniversary and even more excited for what lies ahead.