Shaw Plant 72, 900 VD Parrot Parkway, Dalton, GA 30721 USA
Full time
R-156596
Job Title
Brand Marketing Director, Coretec
Position Overview
COREtec is on a mission to create a better flooring experience. We believe your space should inspire confidence and well-being, with durable, comfortable, and easy-to-clean floors designed for people, pets, and the planet. As a premier flooring solutions provider with a commitment to healthy communities, COREtec combines original designs, simple solutions, and premium experiences to revolutionize how you shop for, install, and enjoy your floors. Our innovative wood vinyl plank and vinyl tile styles deliver a superior flooring experience, empowering you to create spaces that are truly limitless. COREtec is a part of Shaw Industries, a wholly owned subsidiary of Berkshire Hathaway, Inc. with more than $5 billion in annual sales and approximately 18,000 associates worldwide.
The Brand Marketing Director is the owner and steward of the Coretec brand. This role sets and enforces the standards that define how the brand shows up everywhere it appears, including product positioning, visual standards, merchandising standards, and messaging standards, and holds the organization accountable to them. The director is also directly accountable for building and managing the annual marketing budget, grounding it in the marketing activities necessary to create demand and achieve our Coretec initiatives, and for delivering against our media, budget, and lead metrics.
Beyond standards and budget, this role establishes the strategic marketing initiatives that govern marketing communications and media planning, owns the annual media plan, and manages all creative, media, and merchandising vendor relationships. Success requires the ability to build cross-functional marketing strategies together with the channel and customer marketing leaders, to understand multi-channel tensions, and to build realistic scenarios that strengthen the brand through multiple consumer touchpoints and across channels. Strong communication , strategic thinking, and team leadership skills are essential. This role will work out of our Dalton, GA office a minimum of three (3) days per week.
Key Responsibilities
Brand Guidelines and Standards
Lead and manage all Coretec brand guidelines and standards, including product positioning, visual standards, merchandising standards, and messaging standards.
Develop and maintain the visual and verbal identity of the brand, and enforce consistency across all channels and touchpoints regardless of which group executes.
Align all brand execution to the overall brand vision, briefing internal teams and agency partners as necessary.
Ensure products are appropriately prioritized and featured within brand campaigns and across all media channels.
Review and approve creative assets and content against brand standards so that everything in market is accurate and tells a compelling story.
Own all merchandising standards, including approved sample sizes, display @types and sizes, and physical merchandising execution requirements, and govern adherence to them across the organization.
Collaborate with the Go-to-Market Manager to ensure all sample and merchandising standards align with go-to-market strategies, account targeting, and the annual sample plan.
Marketing Communications and Media Planning
Establish the strategic marketing initiatives related to marketing communications and media planning.
Own the annual consumer media plan, including channel mix, flighting, and investment levels required to create demand.
Own the annual trade media plan, including channel mix, flighting, and investment levels required to drive retailer awareness and loyalty to Coretec .
Manage all creative and media agencies supporting marketing communications and media planning, including scopes, budgets, deliverables, and performance.
Lead and project manage major campaign creative and brand shoots from concept through delivery.
Develop comprehensive marketing plans that drive brand awareness, consideration, and product adoption across digital, social, retail, and traditional media.
Coordinate closely with social, SEO, content, and legal teams to align on brand compliance, messaging, and channel strategy.
Marketing Budget Ownership
Build and manage the annual marketing budget based on the annual marketing activities necessary to create demand and achieve Coretec initiatives.
Allocate resources across channels, campaigns, and agencies to maximize return on investment.
Track, forecast, and report budget performance, making adjustments as business conditions change.
Cross-Functional and Multi-Channel Strategy
Build cross-functional marketing strategies together with the channel and customer marketing leaders.
Understand multi-channel tensions and build realistic scenarios that strengthen the brand through multiple consumer touchpoints and across channels.
Partner with customer marketing to ensure national initiatives translate into effective local execution.
Work directly with the Go-to-Market Manager, Sr Marketing Activation Manager, and Sr Product Marketing Manager to keep brand, product, merchandising, and activation priorities fully aligned.
Leadership and Agency Management
Set clear creative and media briefs, and hold agency partners accountable to brand standards, timelines, and results.
Manage multiple projects from concept to completion so that timelines and budgets are met.
Maintain relationships with external vendors and partners to ensure timely execution of marketing initiatives.
Manage all merchandising vendor relationships end to end, including selection, scope, cost, quality, and delivery performance, partnering with the Product Marketing Manager on the specific creative and with the Go-to-Market Manager to preserve operational efficiencies.
Insights, Analytics, and Performance
Partner with insight teams and agencies to integrate data insights into campaign decisions and optimize customer experiences.
Collaborate with the insights team to gather and interpret market intelligence, then curate and apply it to the brand vision and marketing strategies.
Communicate campaign performance and insights to senior leadership, translating data into actionable business impact.
Establish regular, consistent competitive benchmarking of the brand's own areas, including key messaging, imagery, visual identity, and campaign creative, so our standards are set from the outside in .
Own accountability for hitting and reporting the brand's media, budget, and lead metrics, providing regular visibility to senior leadership against scorecard targets.
Monitor consumer trends and emerging marketing techniques to keep the brand ahead of the category.
Use and champion AI tools across the brand team to work more efficiently and effectively, actively exploring where they can raise the quality and speed of our marketing output.
Qualifications
Bachelor's degree in marketing, business administration, or a related field; MBA preferred.
8+ years of progressive marketing experience, including brand stewardship, campaign leadership, and budget ownership.
Demonstrated experience building and managing an annual marketing budget and an annual media plan.
Proven success managing creative and media agencies and leading major campaign development.
Strong knowledge of marketing principles, multi-channel strategy, and media planning best practices.
Excellent communication and interpersonal skills, with the ability to influence senior and cross-functional stakeholders.
Strong analytical and problem-solving abilities, with comfort translating data into business decisions.
Ability to work in a fast-paced environment and meet deadlines.
Core Competencies
Think and plan strategically
Deliver compelling communications
Influence others
Demonstrate customer orientation
Build trusting relationships
Execute action plan
Shaw benefits include:
Medical, dental, and vision insurance
Life insurance and disability coverage
Tuition reimbursement
Employee assistance program
Health savings account
Paid Time Off
Parental Leave
401K and Retirement Plans
Product discounts for employees
LI-PH1
ShawIND
Work Shift
8 Hr non-rotating shift, Hrs fall to in punch day, Observed Calendar, shift starts AM
Shaw Industries is an equal opportunity employer as to all protected groups, including protected veterans and individuals with disabilities.
A history of success, a future of possibility
Founded in 1967, Shaw Industries' leadership has been built on a history of success. Over time, our products have expanded, the customers we serve have been broadened, and the technology we use has advanced, but our vision to create a better future remains the same. Exceeding our customers' expectations for quality, service and performance is at the heart of our business.
Global Flooring Provider
Shaw Industries Group Inc. supplies carpet, resilient, hardwood, tile and stone, synthetic turf, and other specialty products to residential and commercial markets worldwide.
Learn more (https://shawinc.com/Company-Profile)
Operational Excellence
Our manufacturing operations and integrated supply chain deliver a broad array of products to meet diverse needs across residential and commercial markets throughout the world.
Learn more (https://shawinc.com/Our-Operations/Manufacturing)
Award Winning
The success of our company and the success of our associates go hand-in-hand. We are consistently awarded as an employer of choice, community partner, and leader in design and innovation.
Learn more (https://shawinc.com/Company-Profile/Awards)
We Sustain Human Ability
At Shaw, sustainability means sustaining human ability in all of our products and processes. We ask ourselves "how can we minimize our impact on the environment and maximize human potential?"
Learn More (https://shawinc.com/Our-Impact/Sustainability)
Community Partner
From civic involvement and philanthropic giving to volunteerism and future workforce development, our company and associates leverage our combined passions and expertise in addressing community needs, collaboratively.
Learn More (https://shawinc.com/Our-Impact/Community-%281%29)
In The News
There is always something new and exciting happening at Shaw. Check out our news page to read our recent press releases, company blog posts, sustainability reports and more!
Learn More (https://shawinc.com/Newsroom)
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