Shaw Contract - Commercial Workplace Marketing Director

Job Title

Position Overview

The Director of Marketing for Workplace / Retail is responsible for developing and executing segment marketing strategies that strengthen Shaw Contract’s position as a global design leader in commercial flooring for creative, innovative, and high-performing environments.

This role blends market expertise, sustainability leadership, product and solutions strategy, sales enablement, thought leadership, and cross-functional execution to drive growth in the Workplace / Retail segment while advancing outcomes for clients, associates, communities, and the planet.

Success is measured by financial performance, market influence, customer engagement, sales effectiveness, and the ability to connect Shaw Contract’s sustainable product portfolio and brand story to the needs of workplace and retail clients, designers, dealers, and market influencers.

Key Responsibilities

Segment Marketing Strategy

• Develop and execute a clear Workplace / Retail marketing strategy aligned with Shaw Contract’s growth priorities, brand position, and segment opportunities.
• Research market dynamics, workplace trends, retail trends, customer experience priorities, client needs, and competitive activity to inform strategic priorities and investment decisions.
• Identify and scale opportunities with Regional Vice Presidents, Sales Leadership, Strategic Accounts, and Segment teams to drive local and regional growth.
• Serve as a strategic resource to sales leadership in establishing market-specific plans, best practices, and communication strategies.

Sustainability Leadership & Market Activation

• Translate Shaw Contract’s sustainability commitments, product attributes, circularity story, and material innovation into clear, credible, customer-facing messages for Workplace and Retail customers.
• Partner with Sustainability, Product, Design, Marketing, Digital, and Sales teams to ensure environmental impact, responsible material selection, and product stewardship are integrated into segment strategies, tools, presentations, and launches.
• Equip sales associates and strategic account teams with sustainability-centered narratives, proof points, training, and resources that help customers make informed flooring decisions.
• Monitor customer expectations, market requirements, and industry conversations related to sustainability, wellness, carbon impact, transparency, and responsible design, and use those insights to shape marketing priorities.
• Represent the voice of the Workplace / Retail customer in sustainability conversations, helping connect client goals to Shaw Contract solutions and enterprise initiatives.

Expert Content, Thought Leadership & Customer Education

• Serve as a thought leader in the Workplace and Retail segments, educating internal teams and external audiences on how design, materials, flooring solutions, and sustainability choices impact outcomes for work environments, branded retail spaces, and customer-facing experiences.
• Develop content that supports client engagement, market education, and industry influence across presentations, digital platforms, events, training, and customer-facing tools.
• Collaborate with Communications, Creative, Digital, Insights, Sustainability, and Segment teams to ensure storytelling is compelling, differentiated, accurate, and aligned with the Shaw Contract brand.
• Leverage workplace research, customer feedback, project insights, and market trends to create relevant points of view for architects, designers, workplace and retail clients, dealers, and sales associates.

Product Planning & Launch Support

• Partner with the Design and Product teams to define product needs and solution gaps for the Workplace and Retail segments, including solutions that support performance, brand expression, durability, sustainability, and customer experience.
• Support successful product launches by ensuring positioning, messaging, sustainable attributes, sales tools, and training materials are aligned to customer needs and market opportunities.
• Provide briefs and strategic direction to marketing managers, creative teams, and digital partners to execute segment-specific campaigns and tools.
• Bring market, sales, and customer feedback into the organization to help shape product development, launch planning, and ongoing portfolio relevance.

Sales Enablement, Training & Feedback Loops

• Create and guide development of sales tools that help account managers communicate segment value, product solutions, sustainability benefits, brand differentiation, and retail-relevant customer experience strategies with confidence.
• Travel with sales teams to understand customer needs, identify gaps in training or tools, and strengthen market-facing execution.
• Partner with Shaw Learning Academy and business leaders to establish training requirements for new and existing account managers and cross-functional partners.
• Develop and support segment-based sales councils, A&D Council work, and customer feedback loops to amplify the voice of sales and customers across the organization.

Relationships, Influence & Market Engagement

• Build and maintain relationships with workplace and retail clients, architects, interior designers, dealers, brand and retail leaders, academics, industry organizations, sustainability leaders, and other market influencers.
• Partner with relevant Strategic Account team members to accelerate brand awareness, deepen customer relationships, and expand segment influence.
• Represent Shaw Contract with professionalism and credibility in customer meetings, industry events, internal forums, and market-facing conversations.
• Anticipate change in the Workplace and Retail markets and help the organization see around the corner as customer expectations, sustainability requirements, brand experience priorities, and design needs evolve.

Cross-Functional Leadership & Collaboration

• Serve as a connector across Brand, Creative, Digital, Sustainability, Product, Sales, Insights, Communications, and Segment teams to ensure alignment and integrated execution.
• Lead through influence by clarifying priorities, building shared ownership, and helping teams deliver high-quality work against business objectives.
• Coach and develop team members and partners through clear expectations, timely feedback, and a collaborative leadership style.

Strategic Growth & Performance

• Define success through leading and lagging indicators, including sales engagement, tool adoption, market activity, segment sales growth, profitability, and customer impact.
• Monitor performance, market response, and customer insights to refine strategy and improve effectiveness over time.
• Demonstrate a results-oriented mindset with the ability to set priorities, make sound decisions, and deliver measurable outcomes.

Key Competencies

• Strategic thinking and segment planning
• Sustainability fluency and responsible design orientation
• Cross-functional leadership and influence
• Customer-centric mindset and market insight
• Strong communication, storytelling, and executive presence
• Ability to drive results and execute at a high level
• Coaching, talent development, and collaborative leadership
• Workplace and retail market awareness, trend identification, and change leadership

Accountability Measures

Leading Indicators

• Sales travel, customer engagement, and market-facing activity
• Development and adoption of effective sales tools, training, and segment content
• Sales force engagement and consistent feedback loops
• Integration of sustainability messaging, product attributes, and customer proof points into segment tools and communications
• Strength of cross-functional alignment across Product, Sustainability, Sales, Design, Digital, and Marketing

Lagging Indicators

• Workplace and Retail segment sales growth and profitability
• Improved customer engagement, brand awareness, and market influence
• Positive sales team feedback on tool effectiveness and training relevance
• Sustained progress against business priorities connected to design leadership, sustainability, and customer outcomes

Qualifications

• Bachelor’s degree required.
• Minimum of 10 years of sales, marketing, segment leadership, sustainability, product, or related business experience preferred.
• Relevant experience in brand, marketing, customer engagement, sustainability messaging, or commercial business leadership roles.
• Proven ability to lead cross-functional initiatives and deliver measurable business outcomes.
• Strong communication, organizational, strategic planning, and leadership skills.
• Self-motivated, collaborative, and able to manage multiple priorities in a fast-paced environment.

Essential Duties

• Perform other duties as assigned by the Shaw Contract Vice President of Marketing.
• Make sound decisions based on customer, company, associate, and business needs.
• Exemplify leadership, professionalism, and confidentiality in all business matters.
• Develop and implement alternate solutions when business needs or market conditions change.
• Attend and actively participate in meetings, customer engagements, and business reviews as assigned.
• Perform required duties with responsible stewardship of time, resources, and expenses.

Work Environment & Requirements

• Based in Cartersville, GA with regular in-office collaboration.
• Ability to travel as needed to support business initiatives, customer engagement, market research, events, and sales training.
• Ability to manage deadlines and work across multiple priorities in a dynamic environment.
• Must be able to travel, unassisted and unsupervised.
• Must be able to sit or stand for long periods of time, bend, reach above one’s head, and occasionally lift up to twenty-five pounds.
• Must conduct oneself professionally in the workplace, with customers, and in the community.

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