Dormie Weber laughs when she talks about her path into the construction and asphalt industries. It wasn’t a direct route, and she’s the first to admit it.
“My career path hasn't been a straight line,” Weber said. “Even dating back to my college days, I would go to school in the morning until noon and work retail from noon to seven, and then I milked cows in the evening. So, I've done a lot of interesting things.”
After college, Weber worked her way through a farm store retailer’s manager trainee program before moving into public relations and event coordinating. That experience opened the door to marketing communications and editorial — the roles that first connected her with asphalt and paving contractors.
“I found my passion for learning about the asphalt and pavement industry and really getting to tell the stories of contractors,” she said. “I got to be on the job sites, learn what they did and really share their voice with others. I thought that was awesome.”
That passion eventually led her to Dynapac, where she became a marketing manager overseeing brand voice, trade shows, and advertising. Today, Weber is four months into her new role as Construction Services Manager for the Association of Equipment Manufacturers (AEM).
Connecting Members and Building Bridges
At AEM, Weber describes her role as being equal parts communicator and connector.
“I realize that I get to be a connector, which I love,” she said. “Whether it’s helping members, navigating industry challenges or just making sure their voice is heard to a larger audience, building that momentum for the equipment manufacturing space and the markets.”
Weber also works internally, ensuring AEM staff have a clear understanding of the realities of the construction and asphalt sectors. “We’re all aligned to support the members,” she added. “It makes it kind of a cool role that I get to be with members and staff and kind of connect us.”
Finding a Voice in Construction
Looking back, Weber says what drew her into work in editorial and marketing was simple: people.
“The opportunity to connect with people, with their ideas, solutions and stories that really matter — that’s what energized me,” she said. “Marketing really gave me that platform to do that in a creative and strategic way.”
That ability to listen and amplify industry voices has become a throughline in her career. From editorial to OEM marketing to association work, Weber has built her reputation on fostering relationships and elevating contractor perspectives.
A Woman in a Male-Dominated Field
The construction industry has long been male dominated, and Weber acknowledges that her career required persistence and trust-building.
“Early on I had to earn trust and prove my capabilities, but that goes for anybody in a new industry or a new job,” she said. “So, I would strive to be first in and last out, especially in my marketing role at the OEM attending trade shows. Visiting job sites, I would just be a sponge and try to learn everything and anything that they were doing.”
Weber often relied on research and preparation, even Googling industry terms, lingo and equipment questions, to make sure she could speak knowledgeably with contractors. Over time, consistency and genuine care helped her earn credibility.
“I always made sure people knew I cared about them and their businesses, and it’s not just a job to me,” she said. “Remembering those small details like sending a birthday message or asking about families — that builds the trust I want.”
Changing Perceptions and Growing the Workforce
With workforce shortages and diversity challenges looming large across construction, Weber sees a need to reframe the industry’s image.
“Changing the narrative over what the construction industry is and does is key,” she said. “It’s not this dirty, low-tech, crummy place to work. The goal is to get those everyday people excited about what the construction industry is and all the opportunities to do good.”
She also believes workforce development looks different across regions, which means solutions must be flexible and locally focused.
Building the Contractor-Manufacturer Bond
Weber has spent much of her career on the road at trade shows like World of Asphalt, PAVE/X and CONEXPO-CON/AGG, experiences that gave her a unique perspective on contractor–manufacturer relationships.
“Trade shows go a long way in bridging that gap, giving contractors, OEMs and dealers a chance to connect face to face, which is huge,” she said. “When I was working on the OEM side, it was clear that contractors valued that time — being able to ask questions, give feedback, kick the iron. And now that I’m supporting manufacturers at AEM, I see how much they’re listening and trying to build those partnerships.”
She added that those in-person connections often extend beyond the show floor. “At the end of the day, people do business with people they know and trust,” she said. “These trade shows really help open the doors to further relationship building down the road.”
Lessons in Adaptability
For Weber, one of the biggest lessons of her career has been adaptability — a skill honed in fast-paced roles where plans could change at a moment’s notice.
“Things don’t always go as planned. I’ve learned to pivot, troubleshoot and stay calm,” she said.
She recalls one instance at Dynapac where an event changed capacity limits at the last minute. After briefing her company president, his parting words were: I trust you.
“I’ve learned to invest in people, invest in relationships and just show up consistently.”
Passion for People
At the core of Weber’s career is a passion for the people who make construction run.
“I’m definitely the most passionate about the connections I make with and for people,” she said. “It’s really cool seeing on the manufacturing side that these people are incredibly skilled, and they just value what they do. They have this legacy and this strong sense of purpose. The collaboration aspect really excites me.”
Advice for the Next Generation
As Weber looks ahead, she hopes to encourage others — especially women — to consider careers in asphalt and construction.
“There’s room for all different types of skill sets and backgrounds in this industry, and there are so many areas to start with,” she said. “Confidence comes from preparation. And curiosity is a valuable thing in construction, so don’t be afraid to step in places where you might be the only one asking questions.”
Her message is simple but powerful: “It’s okay to ask questions. People respect that. And know that your contributions do matter.”
