Dalton—The Residential Division of Shaw Industries Group, Inc. (Shaw) has named John Stephens vice president of consumer strategy, reporting to Nina LoCicero, vice president of residential marketing and digital commerce.
The company said Stephens, an industry veteran, will be responsible for developing a consumer-centric and future-focused marketing strategy that includes partnering with retailers to execute innovative consumer experiences. For the past 16 years, Stephens has served as the brand leader for Shaw’s commercial brand, Shaw Contract, where he set the strategic direction for building a global brand with strong customer and end-user relationships, according to Shaw.
LoCicero’s leadership structure focuses on centralizing marketing efforts to deliver a best-in-class customer and consumer experience. Shaw’s portfolio of residential and main street brands—Anderson Tuftex, COREtec, Floorigami, Philadelphia Commercial and Shaw Floors—will amplify digital marketing efforts, working alongside retailers to drive brand affinity with consumers and create a seamless, omnichannel shopping experience, according to the company.
“My vision for the residential marketing team is to be a strategic business partner to our colleagues and customers,” LoCicero said. “We will prioritize our efforts to increase our agility and speed to market to deliver best-in-class brand experiences for our customers and consumers.”
Also serving on LoCicero’s leadership team is Nicki Rayburn, former director of marketing and brand strategy for Shaw Floors, who will take on a new role as vice president, marketing and brand strategy. In the role, Rayburn will lead the brand messaging and marketing strategy for Shaw’s residential and main street brands to drive awareness/affinity across all customer and consumer touch points.