📌 Core Information
🔹 Job Title: Senior Manager - Customer Marketing - Midwest
🔹 Company: Shaw Industries
🔹 Location: Shaw Plant 97, 616 E Walnut Ave, Dalton, GA 30721 USA
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: May 28, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site (preferably Chicago area or near major Midwest airport)
🚀 Job Overview
Key aspects of this role include:
- Working with independent retail and local builder partners to create best-in-class consumer experiences that drive sales and increase brand desirability.
- Executing marketing strategies across Shaw’s brands and managing co-marketing plans to meet financial targets in the Midwest region.
- Collaborating with internal sales teams and customers to develop and execute specific customer annual co-marketing plans.
- Measuring and evaluating ROI of trade marketing initiatives and managing annual marketing spend.
- Optimizing the online consumer experience through trade partner websites and digital co-marketing campaigns.
ASSUMPTION: This role requires a high level of strategic thinking, strong analytical skills, and excellent communication skills to effectively manage customer relationships and deliver on brand targets.
📋 Key Responsibilities
✅ Works with independent retail and local builder partners to create best-in-class consumer experiences instore and online, driving sales and increasing brand desirability.
✅ Responsible for executing the strategy across all of Shaw’s brands and customer groups, with the main KPI being to establish and deliver the brand’s financial targets within the Midwest geography.
✅ Delivers consistent brand experiences to key independent retail customers and their consumers through effective creation and management of strategic co-marketing plans, sell-in plans, advertising, marketing and promotional assets, digital marketing, and online content that support the sales goals for Shaw brands and deliver on the Shaw brands’ strategies and annual plans.
✅ Measures and evaluates ROI through sales and promotion effectiveness of trade marketing initiatives, including reporting results by customer quarterly, with a heavy focus on ROAS for digital media. Manages and tracks annual marketing spend and effectiveness of spend by customer.
✅ Manages co-op/BDF funds with customers to ensure they are used effectively.
✅ Continuously optimizes the online consumer experience through trade partner websites, including website content management processes, online product demo strategies, retailer website consumer ratings and reviews management, and digital co-marketing campaigns.
✅ Establishes regular cadence of meetings with key customers’ marketing departments to plan, measure, and continuously improve.
✅ Fully supports the marketing needs and requirements of key product launches across brands by leveraging brand content and working with Sales, Digital, and the Training team to ensure a robust launch at each customer.
✅ Travels within the United States, both within the Midwest geography (primarily) and to headquarters (Dalton, GA).
ASSUMPTION: This role involves a significant amount of travel and requires strong organizational skills to manage multiple projects and customer relationships simultaneously.
🎯 Required Qualifications
Education: Degree in Marketing, Sales, Business Management, or a related field; MBA preferred
Experience: 5+ years of relevant experience in brand management, marketing, customer/channel/trade marketing, sales, channel management, or similar
Required Skills:
- Excellent communication and interpersonal skills; strong presentation skills
- Strong budget management and analytical skills
- Must be action-oriented and responsive in a very fast-paced environment
- Knowledge of digital marketing content and platforms and their measurement
Preferred Skills:
- Experience working directly with Sales and customers to create and execute marketing plans, especially with independent retailers
- Experience in the home renovation space, either with retail or manufacturer
- Demonstrated ability to lead and collaborate with cross-functional teams
ASSUMPTION: Candidates with experience in the home renovation industry and a proven track record of successful customer marketing campaigns will be strongly considered for this role.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (based on industry standards for a Senior Manager role in Marketing with 5-10 years of experience in the Construction industry)
Benefits:
- Health, dental, and vision insurance
- 401(k) plan with company match
- Paid time off (vacation, sick, and holidays)
- Employee discounts on Shaw products
Working Hours: 8-hour non-rotating shift, hours fall to in punch day, Observed Calendar, shift starts AM
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Senior Manager role in Marketing with 5-10 years of experience in the Construction industry. Actual salary may vary based on the candidate's qualifications and the company's internal compensation structure.
📌 Applicant Insights
🔍 Company Context
Industry: Shaw Industries is a leading floor covering company in the construction industry, offering a wide range of products including carpet, hardwood, laminate, vinyl, tile, stone, and turf.
Company Size: Shaw Industries has 10,001+ employees, making it a large organization with significant resources and opportunities for career growth.
Founded: Shaw Industries was founded in 1967 and has since grown to become a global leader in the floor covering industry.
Company Description:
- Shaw Industries is committed to providing beautiful, lasting floors for customers’ dream havens.
- The company offers a wide range of products to suit various styles and needs, ensuring that customers can find the perfect flooring solution for their homes.
- Shaw Industries is dedicated to sustainability and responsible manufacturing practices, striving to minimize its environmental impact while providing high-quality products.
Company Specialties:
- Carpet
- Hardwood
- Laminate
- Vinyl
- Tile
- Stone
- Turf
Company Website: shawfloors.com
ASSUMPTION: Shaw Industries’ extensive product offerings and commitment to sustainability make it an attractive employer for candidates interested in the construction industry and eco-friendly practices.
📊 Role Analysis
Career Level: This role is a senior management position, requiring a high level of strategic thinking, leadership, and decision-making skills.
Reporting Structure: The Senior Manager - Customer Marketing - Midwest reports directly to the VP, Customer Marketing.
Work Arrangement: This role is on-site, with a preference for candidates located in the Chicago area or near a major Midwest airport. Travel within the United States is required, both within the Midwest geography (primarily) and to headquarters (Dalton, GA).
Growth Opportunities:
- Progression to a regional or national leadership role within the Customer Marketing department
- Expansion into other areas of marketing or management within Shaw Industries
- Development of skills and expertise in customer marketing, brand management, and strategic planning
ASSUMPTION: Candidates who demonstrate strong leadership skills, strategic thinking, and a track record of successful customer marketing campaigns will have the best opportunities for growth and advancement within Shaw Industries.
🌍 Location & Work Environment
Office Type: Shaw Plant 97, 616 E Walnut Ave, Dalton, GA 30721 USA
Office Location(s): Dalton, GA (with a preference for candidates located in the Chicago area or near a major Midwest airport)
Geographic Context:
- The Midwest region, where this role is based, is a major market for Shaw Industries, with a significant number of independent retail and local builder partners.
- The Dalton, GA headquarters is the global headquarters for Shaw Industries, offering opportunities for collaboration and exposure to the company’s broader operations.
- The Chicago area and other major Midwest cities offer a diverse range of cultural, entertainment, and recreational opportunities for employees.
Work Schedule: 8-hour non-rotating shift, hours fall to in punch day, Observed Calendar, shift starts AM
ASSUMPTION: Candidates who are comfortable with a fast-paced work environment and a significant amount of travel will be the best fit for this role.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the HR department
- In-person or video interview with the hiring manager (VP, Customer Marketing)
- Final interview with key stakeholders, including representatives from Sales and Marketing
Key Assessment Areas:
- Strategic thinking and planning
- Communication and presentation skills
- Analytical skills and data-driven decision-making
- Customer relationship management
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience in customer marketing, brand management, and strategic planning.
- Be prepared to discuss specific examples of successful customer marketing campaigns you have led or contributed to in the past.
- Demonstrate your understanding of Shaw Industries’ products and the construction industry as a whole.
ATS Keywords: Customer Marketing, Brand Management, Marketing Strategy, Sales, Retail, Independent Retail, Local Builder, Co-Marketing, Digital Marketing, ROI, ROAS, Budget Management, Analytical Skills, Communication Skills, Presentation Skills, Collaboration, Strategic Planning, Customer Orientation, Results Driven, Relationship Building
ASSUMPTION: Applicants who take the time to research Shaw Industries and tailor their application materials to the specific requirements of this role will have the best chance of success in the interview process.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Customer Relationship Management (CRM) software (e.g., Salesforce, HubSpot)
- Marketing automation and analytics tools (e.g., Google Analytics, Marketo, Adobe Marketing Cloud)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
ASSUMPTION: Proficiency in Microsoft Office Suite and relevant marketing automation tools is required for this role. Familiarity with CRM software and project management tools is preferred.
👔 Cultural Fit Considerations
Company Values:
- Customer Focus: Shaw Industries prioritizes the needs and satisfaction of its customers above all else.
- Integrity: The company values honesty, transparency, and ethical behavior in all aspects of its operations.
- Innovation: Shaw Industries encourages creativity, continuous learning, and improvement in its approach to business.
Work Style:
- Collaborative: Shaw Industries values teamwork and cross-functional collaboration to achieve its goals.
- Fast-paced: The company operates in a dynamic and fast-changing industry, requiring employees to be adaptable and responsive to change.
- Customer-centric: Shaw Industries prioritizes the needs and preferences of its customers in all aspects of its business.
Self-Assessment Questions:
- How do you prioritize and manage multiple projects and customer relationships simultaneously in a fast-paced environment?
- Can you provide an example of a time when you successfully optimized the online consumer experience for a retail partner?
- How do you approach building and maintaining strong, long-term relationships with key customers?
ASSUMPTION: Candidates who are a strong cultural fit with Shaw Industries’ values and work style will be the most successful in this role and within the company as a whole.
⚠️ Potential Challenges
- Managing a large number of independent retail and local builder partners with varying needs and priorities
- Balancing the demands of Shaw’s national brand strategies with the unique needs and preferences of local customers
- Keeping up with the fast-paced and ever-changing digital marketing landscape
- Travel requirements, including frequent travel within the Midwest geography and to headquarters (Dalton, GA)
ASSUMPTION: Candidates who are comfortable with a high level of responsibility, adaptable to change, and able to manage multiple priorities effectively will be best suited to overcome these challenges.
📈 Similar Roles Comparison
- This role differs from other marketing management positions in its focus on customer marketing and trade marketing initiatives, rather than consumer-facing marketing campaigns.
- In the construction industry, customer marketing plays a critical role in driving sales and brand desirability through effective co-marketing plans and digital marketing strategies.
- Career progression in customer marketing may lead to roles in brand management, marketing strategy, or general management within Shaw Industries or other construction industry companies.
ASSUMPTION: Candidates who understand the unique demands and opportunities of customer marketing in the construction industry will be the most successful in this role and in their long-term career development.
📝 Sample Projects
- Developing and executing a comprehensive co-marketing plan for a major independent retail customer, including advertising, promotional assets, digital marketing, and online content strategies that drive sales and enhance brand desirability
- Optimizing the online consumer experience for a local builder partner through website content management processes, online product demo strategies, retailer website consumer ratings and reviews management, and digital co-marketing campaigns
- Conducting a comprehensive analysis of the ROI of trade marketing initiatives for a specific customer group, including reporting results by customer quarterly, with a heavy focus on ROAS for digital media, and making data-driven recommendations for optimization
ASSUMPTION: These sample projects demonstrate the range of responsibilities and skills required for success in this role, from strategic planning and execution to data analysis and optimization.
❓ Key Questions to Ask During Interview
- Can you describe the most significant challenges facing the independent retail and local builder partners in the Midwest region, and how this role will address them?
- How does Shaw Industries support the marketing needs and requirements of key product launches across brands, and what role will I play in this process?
- What opportunities are there for growth and advancement within the Customer Marketing department and Shaw Industries as a whole?
- How does Shaw Industries measure the success of its co-marketing plans and digital marketing strategies, and what role will I play in this process?
- What is the work-life balance like for employees in this role, and how does Shaw Industries support work-life balance for its employees?
ASSUMPTION: Asking thoughtful, informed questions demonstrates your interest in and understanding of the role and the company, and will help you make an informed decision about whether this opportunity is the right fit for you.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience in customer marketing, brand management, and strategic planning.
- Prepare examples of successful customer marketing campaigns you have led or contributed to in the past.
- Research Shaw Industries’ products and the construction industry as a whole to demonstrate your understanding of the business.
- Follow up with the hiring manager (VP, Customer Marketing) one week after submitting your application to express your continued interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
