Vice President- Customer Marketing

📌 Core Information

🔹 Job Title: Vice President - Customer Marketing

🔹 Company: Shaw Industries

🔹 Location: Shaw Plant 72, 900 VD Parrot Parkway, Dalton, GA 30721 USA

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: May 28, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading a team dedicated to working with channel/customer/trade partners to create best-in-class consumer experiences, driving sales, and increasing brand desirability.
• Developing and executing annual co-marketing plans, advertising plans, and digital marketing strategies aligned with sales and advertising plans.
• Establishing and delivering financial targets, managing marketing spend, and measuring ROI through sales and promotion effectiveness.
• Optimizing online consumer experiences through trade partner websites and digital co-marketing campaigns.
• Collaborating with cross-functional teams, including Sales, Digital, and Training, to ensure robust product launches and regular customer marketing meetings.

ASSUMPTION: This role requires a strategic and action-oriented leader with a strong background in customer marketing, sales, and brand management, as well as experience working directly with sales and customers to create and execute marketing plans across multiple channels.

📋 Key Responsibilities

✅ Serve as the leader accountable for working with channel/customer/trade partners to create best-in-class consumer experiences in-store and online, driving sales and increasing brand desirability.

✅ Lead the team dedicated to working with each of Shaw's customer partners to achieve specific objectives, create and enforce processes, prioritize, provide guidance, enhance the team's skillset, and establish objectives and KPIs aligned with cross-functional Senior Leaders.

✅ Deliver consistent brand experiences to key 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.

✅ Align national or localized media schedules, marketing tactics, promotional programs, PR campaigns, and training efforts of trade/channel partners with Shaw's national media plans and promotional activities to maximize impact.

✅ Establish KPIs for the team and measure and evaluate ROI through sales and promotion effectiveness of trade marketing initiatives, including reporting results across channels monthly and managing and tracking annual marketing spend by customer.

✅ Work with brand and digital teams to continuously optimize 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.

✅ Establish regular cadence for the team to lead/participate with Sales in regular customer marketing meetings to review plans, progress, and timelines.

✅ Fully support 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.

✅ Travel with the United States is required.

✅ Lead a team of marketing experts and creative professional teams, setting objectives, coaching, and providing personal development.

ASSUMPTION: This role requires a strong leader with excellent communication and interpersonal skills, as well as the ability to work effectively with cross-functional teams and prioritize projects that deliver the highest impact for the business.

🎯 Required Qualifications

Education: Degree in Marketing, Sales, Business Management, or a similar relevant subject; MBA preferred

Experience: 10+ years of relevant experience in brand management, marketing, customer/channel/trade marketing, sales, channel management, or a similar field

Required Skills:

• Proven experience working directly with sales and customers to create and execute marketing plans across multiple channels
• Preferred experience in the home renovation space, either with retail or manufacturing
• 5+ years leading people
• Demonstrated ability to lead and collaborate with cross-functional teams
• Excellent communication and interpersonal skills, with strong presentation skills
• Strong budget management and analytical skills
• Action-oriented and responsive in a fast-paced environment
• Demonstrate strategic influence, exercise business acumen, ensure a consumer/customer-centric approach, coach and develop others
• Exhibit leadership qualities, including propensity to lead, learning agility, and a passion for results

Preferred Skills:

• Experience in the construction industry

ASSUMPTION: This role requires a well-rounded marketing professional with a strong background in customer marketing, sales, and brand management, as well as experience working directly with sales and customers to create and execute marketing plans across multiple channels.

💰 Compensation & Benefits

Salary Range: $150,000 - $180,000 per year (Estimated based on industry standards for a VP of Marketing role in the construction industry with 10+ years of experience)

Benefits:

• Health, dental, and vision insurance
• 401(k) retirement 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: Shaw Industries offers competitive compensation and benefits packages for their employees, with salary ranges based on experience level and industry standards.

📌 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 enterprise with a significant presence in the construction industry.

Founded: Shaw Industries was founded in 1967 and has since grown to become one of the world's largest carpet manufacturers and a leading floor covering provider.

Company Description:

• Shaw Industries is a flooring haven for your dream haven, offering beautiful and lasting floors available in various materials and styles.
• The company is committed to providing exceptional customer service and high-quality products to meet the diverse needs of its customers.
• Shaw Industries is dedicated to sustainability and responsible manufacturing practices, ensuring that its products are environmentally friendly and durable.

Company Specialties:

• Carpet
• Hardwood
• Laminate
• Vinyl
• Tile
• Stone
• Turf

Company Website: shawfloors.com

ASSUMPTION: Shaw Industries is a well-established and reputable company in the construction industry, with a strong commitment to quality, sustainability, and customer satisfaction.

📊 Role Analysis

Career Level: This role is at the executive level, reporting directly to the SVP, Marketing and Brands.

Reporting Structure: The Vice President of Customer Marketing will lead a team of marketing experts and creative professional teams, setting objectives, coaching, and providing personal development.

Work Arrangement: This role requires on-site work at the Shaw Plant 72 location in Dalton, GA, with travel within the United States as needed.

Growth Opportunities:

• Potential advancement to Senior Vice President or other executive roles within the marketing department or the company as a whole.
• Opportunities to expand skills and knowledge in customer marketing, brand management, and leadership.
• Chance to work on high-impact projects and initiatives that drive business growth and success.

ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential for career advancement and skill development in a dynamic and fast-paced environment.

🌍 Location & Work Environment

Office Type: Shaw Industries' headquarters and the location for this role is a large manufacturing plant with a corporate office environment.

Office Location(s): Shaw Plant 72, 900 VD Parrot Parkway, Dalton, GA 30721 USA

Geographic Context:

• Dalton, GA is located in the northwest corner of the state, near the Georgia-Tennessee border.
• The area is known for its rich history in the textile and carpet industries, with a strong manufacturing presence.
• Dalton offers a mix of urban and rural living, with a low cost of living and a tight-knit community.

Work Schedule: This role follows an 8-hour non-rotating shift, with hours falling to in punch day, an observed calendar, and a shift that starts in the morning.

ASSUMPTION: Shaw Industries offers a dynamic and fast-paced work environment, with a strong focus on collaboration, innovation, and results-driven initiatives.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the Shaw Industries careers website.
• Phone or video screening with the Human Resources department or a hiring manager.
• In-person or virtual interview with the hiring manager and potentially other team members or executives.
• Final round interview or assessment, which may include a presentation or case study.
• Background check and reference check for the final candidate.

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Communication and interpersonal skills
• Industry knowledge and experience in customer marketing, brand management, and sales
• Alignment with Shaw Industries' company culture and values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Demonstrate your understanding of Shaw Industries' products, industry, and target customers in your application materials.
• Prepare for behavioral and situational interview questions that focus on your leadership, strategic thinking, and problem-solving skills.
• Research Shaw Industries' company culture and values to ensure a strong fit and alignment with the organization.

ATS Keywords: Customer Marketing, Brand Management, Marketing Strategy, Sales, Channel Management, Team Leadership, Strategic Thinking, Problem-Solving, Communication, Interpersonal Skills, Construction Industry, Flooring, Carpet, Hardwood, Laminate, Vinyl, Tile, Stone, Turf

ASSUMPTION: Shaw Industries uses an Applicant Tracking System (ATS) to manage job applications, and applicants should include relevant keywords in their resumes to increase visibility and improve their chances of being selected for an interview.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Customer Relationship Management (CRM) software (e.g., Salesforce, HubSpot)
• Marketing Automation Platforms (e.g., Marketo, Pardot)
• Social Media Management Tools (e.g., Hootsuite, Buffer)
• Search Engine Optimization (SEO) and Analytics Tools (e.g., Google Analytics, SEMrush)
• Project Management Software (e.g., Asana, Trello)

ASSUMPTION: Shaw Industries uses a variety of tools and technologies to support its marketing efforts, and candidates should have experience with relevant software and platforms to be successful in this role.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric: Shaw Industries prioritizes the needs and satisfaction of its customers above all else.
• Innovation: The company encourages creativity, continuous learning, and improvement in all aspects of its business.
• Integrity: Shaw Industries is committed to ethical and responsible business practices, with a strong focus on honesty, transparency, and accountability.

Work Style:

• Collaborative: Shaw Industries fosters a team-oriented work environment, with a strong emphasis on cross-functional collaboration and communication.
• Fast-paced: The company operates in a dynamic and fast-changing industry, requiring employees to be adaptable, responsive, and proactive.
• Results-driven: Shaw Industries focuses on delivering exceptional results and exceeding customer expectations in all aspects of its business.

Self-Assessment Questions:

• Do you have a proven track record of driving sales and increasing brand desirability through effective customer marketing strategies?
• Are you comfortable working in a fast-paced, dynamic, and collaborative environment?
• Do you possess strong leadership, communication, and interpersonal skills, with the ability to work effectively with cross-functional teams?

ASSUMPTION: Shaw Industries values candidates who align with its customer-centric, innovative, and integrity-focused culture, as well as those who thrive in a collaborative, fast-paced, and results-driven work environment.

⚠️ Potential Challenges

• Managing a team of marketing experts and creative professional teams, with a focus on setting objectives, coaching, and providing personal development.
• Establishing and delivering financial targets, managing marketing spend, and measuring ROI through sales and promotion effectiveness of trade marketing initiatives.
• Working with a diverse range of customer partners, including big box retailers, independent retailers, builders/contractors, and distributors, to create and execute marketing plans across multiple channels.
• Navigating a large, complex organization with multiple brands and customer groups, requiring strong communication and collaboration skills.

ASSUMPTION: This role presents unique challenges and opportunities for growth, requiring a strong leader with excellent communication, interpersonal, and strategic thinking skills to succeed.

📈 Similar Roles Comparison

• Vice President of Customer Marketing vs. Director of Customer Marketing: The VP role typically involves broader strategic responsibilities, a larger team, and more significant budget management, while the Director role focuses on tactical execution and day-to-day management.
• Customer Marketing vs. Brand Marketing: Customer marketing focuses on creating and executing marketing plans that drive sales and increase brand desirability through effective collaboration with channel/customer/trade partners, while brand marketing focuses on building and maintaining brand identity, positioning, and messaging.
• Construction Industry vs. Other Industries: The construction industry is characterized by its project-based nature, long sales cycles, and a focus on relationships and partnerships. Other industries may have different sales cycles, customer bases, and market dynamics.

ASSUMPTION: This role differs from related positions in its focus on customer marketing, strategic planning, and team leadership, as well as its unique industry context and market dynamics.

📝 Sample Projects

• Developing and executing an annual co-marketing plan for a major big-box retailer, including detailed budgets and advertising plans focused on digital marketing tactics.
• Creating and managing a strategic co-marketing plan for a trade partner to drive sales and increase brand desirability through effective advertising, marketing, and promotional assets, digital marketing, and online content.
• Optimizing the online consumer experience for a trade partner's website, including website content management processes, online product demo strategies, retailer website consumer ratings and reviews management, and digital co-marketing campaigns.

ASSUMPTION: These sample projects illustrate the strategic and tactical responsibilities of the Vice President of Customer Marketing role, focusing on driving sales, increasing brand desirability, and optimizing online consumer experiences through effective collaboration with channel/customer/trade partners.

❓ Key Questions to Ask During Interview

• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does this role collaborate with other departments, such as Sales, Digital, and Training, to ensure a robust product launch and regular customer marketing meetings?
• What are the most significant challenges facing the customer marketing team, and how can this role address them?
• How does Shaw Industries support the professional development and growth of its employees?
• What are the key performance indicators (KPIs) for this role, and how will success be measured?

ASSUMPTION: Asking these key questions during the interview process will help applicants better understand the role's expectations, challenges, and opportunities for growth and development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link: https://shawinc.wd1.myworkdayjobs.com/External/job/Shaw-Plant-72-900-VD-Parrot-Parkway-Dalton-GA-30721-USA/Vice-President--Customer-Marketing_R-141209
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your experience working directly with sales and customers to create and execute marketing plans across multiple channels.
• Prepare for behavioral and situational interview questions that focus on your leadership, strategic thinking, and problem-solving skills.
• Research Shaw Industries' company culture and values to ensure a strong fit and alignment with the organization.
• Follow up with the hiring manager or Human Resources department one week after submitting your application to inquire about the status of your application.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.