Growth Planning and Marketing Strategy

Background

Hired as Cornerstone Building Brands' first Vice President of Marketing for Canada, I led the rebranding initiatives for four business units and CBB Corporately. Initially, the business was siloed and lacked a structured marketing department, digital or social media channels, corporate marketing functions, or customer feedback mechanisms.

Strategy

Pioneering an integrated, cross-functional strategic plan, we created extensive marketing plans for four banners. These plans identified ideal customer profiles, channel opportunities, value propositions, and launch plans, setting a new standard for marketing strategies.

Implementation

Embracing a customer-centric approach, we crafted value propositions deeply rooted in customer realities. Our product and brand messaging was tailored to specific audiences for each business unit, making them feel heard and understood. We introduced digital and social media channels, new brand identification, and sales support. To capture customer feedback, we introduced customer panels, interviews, and the Net Promoter Score program. Market studies identified geographic, product, and customer opportunities.

Results

Our concerted efforts over four years led to a significant revenue improvement of over 800 basis points, a 30% increase in awareness, and the highest net promoter scores in five years. The Canadian division's transformation into a North American business improvement and growth success story is a testament to the effectiveness of our marketing strategy.