Shaw restructures residential marketing

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DALTON—Shaw Industries has restructured its residential marketing efforts “to create stronger connectivity and leverage between the company’s residential marketing group, product management teams and product categories,” noted John Godwin, executive vice president of sales and marketing.

The new structure will ensure that the product and marketing organizations are aligned for success so Shaw can more effectively and efficiently deliver competitive programs downstream and service its customers, Godwin said.

As such, Steve Sieracki has been named vice president of residential marketing and product management, and Kathy Young director of residential marketing. Both have served Shaw in different capacities within sales, products and marketing for more than 20 years.

Sieracki was most recently vice president of product category management and Young served as creative services director. Each will continue with their previous responsibilities.

The company has been moving toward a “One Shaw” message over the last decade and this restructuring is designed to help see it through, Sieracki said. “It’s a big job changing the direction of such a big ship. Especially when you throw in how much we’ve expanded into new areas, such as vinyl (FCNews, May 10/17), and grown in others through acquisitions, such as Stuart (FCNews, April 19/26). But now customers will be seeing these efforts.”

In addition to the company changing through these acquisitions and joint ventures, Young added, new demographics and consumer attitudes mean a company can no longer just do what it did as little as five years ago. “Consumer habits and tastes have changed with the economy, plus there are more demographic groups to reach and we need to make sure our message is not just reaching every generation but is understandable and appealing to all.”

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