Ten years. This August (2026) marks my 10th year in the waste industry. My career started at Waste Industries and has since gone on to include time in GFL Environmental, after Waste Industries was acquired. I never thought when applying for a Digital Strategist position in 2016 via Indeed that I’d be there this long, let alone have the experiences I’ve had.
It seems just like yesterday, I was sitting on a beach in Charleston, SC wondering what would come next.
How did I do this and how did I end up at a trash company?
Looking back at how I got here, it was definitely an adventure. Ten years ago I was at a small boutique WordPress and digital marketing agency, burned out. It didn’t help that the agency itself was a bit adrift and going through growing pains as companies do. I often tell people that working at a small agency is not for everyone, and this is based on experience. We had reached our people maximum, as an organization since I had been there, 28 people strong, and were going through the trials and tribulations, that come with scaling. Agency life in the Raleigh-Durham area, is not for everyone and I for one finally needed a change after four years. I had reached my highest career point there as a Digital Marketing Manager and needed a change, both professionally and personally. I had helped co-run a marketing meetup at TMC (Triangle Marketing Club) and had also spoken at a handful of local marketing events, and was running on fumes. Burning the candle at both ends was finally taking its toll.
When I decided to quit my job and take some time off for myself, with my then-girlfriend I didn’t have a long-term plan. I just knew I needed a change. I had enough funds to keep me going for at least six-months and I mean, at the very least, I knew I could always go back to retail where my career began again if I couldn’t find anything. In the meantime, I reached out to all of those “hey, are you available for work?” emails that I had received over the years but felt bad about answering before for work opportunities. Not one to stay at home, I also created a routine that included visits to the library and gym to get the face to face interaction that I thoroughly need. This would be my new life for the short term, I had decided.
As I enjoyed life, I found a Digital Marketing Strategist position that seemed simple enough at a company called Waste Industries on Indeed. I applied as one does, as it matched my background and what I was looking for. I had started my career in-house and knew it was time for me to make my way back. They were looking for a digital marketing generalist at the time, and as someone who had done everything from SEO to social media management in my previous gig, I knew this was something I could do. So, I applied.
Enter an email from James Mitchener, a few weeks later, as I was in Charleston SC enjoying some sunshine at my brother’s then new house. It’s still in my Gmail: I wanted to reach out and see if you had some time to chat regarding your résumé submission for the position of Digital Strategist at Waste Industries. If you’re still interested, please let me know when you’re available to chat and we will schedule a quick call. Those simple two sentences changed everything.
He was the Manager who hired me and is still my supervisor today. It’s been a fun ride together and being in a company for 10 years is not something I thought I’d ever do. Hell, I never thought I’d be in Raleigh area for ten years, let alone at a company for that long. James wasn’t the only one I have had the pleasure to work with. I would be remiss if I didn’t mention all the names that helped make me fit in those early days special. Rob Sather, Tom Mallon, Ralph Ford, Hubert Barkley, Lance Albury, Ryan Mixter, Brian Ferry, David Webb, John Pfleger, Jeff Breeze, and Rene Vanek are just a few of the people who made my early days fun and interesting in ways that I can’t forget.
Waste Industries, that company I started out with, would become GFL Environmental when we merged with the green machine in 2018. I’ll never forget joking with my developer friends that if this trash thing doesn’t work out, maybe I’ll try my hand as a Sushi Chef. (An afternoon joke, would later turn into a joke on a podcast that I emailed in simply titled Is this a Fish?.)
GFL would bring in a number of new coworkers and continues to evolve today. As a team James, myself, and others have built a new corporate website, flown to NY to go Public as a company, brought online chat to a company, and became the first waste company to have an e-commerce solution. I understand that fighting the corporate machine is not for everyone, but we have done some cool things.
I can’t say it has not always been easy. There’s been plenty of cursing, frustration, and side conversations that comes with any job. I’ve been close to quitting once, maybe twice, but at the end of the day I’m still here. As a problem solver, working in an industry that’s prime for disruption digitally has helped. Also, beyond those mentioned above people like Justin Boulmay, Carolyn Albury, Sam Rebilas, Ryan Anderson, Shane Ostrander, Cat Bonner, Brianne Mahon, Michelle Boutin, Graham McGraw, Shawn Rajah, and Dawson Webb have made the job rewarding in ways beyond words.
That’s My Trash Story and I’m Sticking to It
Will I be at GFL in 10 years? I doubt it, but ten years later I’m still here so who knows what the future will hold. I do know I’ve met some wonderful friends along the way. I’ve linked to their LinkedIn accounts where possible and encourage you to connect with them all. No matter their roles in the company they have made my last ten years more enjoyable than you can imagine.
Want to connect or learn more about my day to day as GFL Environmental’s Director of Digital? Shoot me an email at ColinWWatts@gmail.com or connect with me on the social media platform of your choice.