Leading manufacturer of composite decking, railing and fencing products sold through traditional lumber distribution channels, Home Centers, and specialty co-op lumber merchandisers.
Marketing Director - 2004 - August 2008
Managed $3.5M marketing budget to develop consumer branding strategy, implement national advertising campaign and improve a variety of market support mechanisms. Managed Two Outside Ad Agencies Managed two agencies responsible for promotion of two separate brand offerings while managing internal support staff charged with marketing of three house brands. Complete Redesign of store set for national home center Resulted in 57% increase in same store sales and VENDOR OF THE YEAR honors. Currently show 10% increase in comp store sales and 20% overall growth over prior year. Created New National Ad Campaign Developed concept for national consumer and trade ad campaign. Revitalized and Launched House Brand of Composite Decking and Railing Developed and delivered unified brand message to trade and consumer market. Redesigned Packaging and Labeling Designed and implemented new package labeling in support of new brand initiatives. Developed Innovative and Targeted Customer Support Programs Designed program to build business relationships with contractors and dealers by supporting their marketing and advertising efforts through an interactive on line marketing portal. Retooled Web Site for Consumer Focus Improved dealer search capabilities, web optimization, search word criteria, and consumer content. Improved site visits by three fold and dealer search by 4 fold. Customer Service Support Website Graphics library, testing area, marketing materials, technical documents, FAQ’s and more. Reduced Marketing Costs by 25% Consolidated vendor and 3rd party support personnel to maximize efficiency and leverage quantity discount pricing. Supported Major Acquisition Managed transfer of marketing, on-line and support materials from major brand acquisition.
