Residential Marketing Director, Armstrong

Residential Marketing Director, Armstrong

Reporting to the VP of Marketing, the Resilient Residential Marketing leader shapes and executes the overall brand strategy of Armstrong Flooring Residential brand. This senior marketing position requires a dynamic and strategic thinker and doer, with a deep understanding of product launch management, branding, marketing, targeting distribution, retailers and consumers through the purchasing journey. The marketing leader is responsible for driving product category and brand growth, enhancing Armstrong Flooring brand equity, and ensuring brand consistency across all touchpoints. This role requires a visionary leader who can create content, and lead cross-functional teams to ensure product launches to the market deliver on the brand's promise and objectives.

Job Duties :

• Develop and execute a comprehensive brand strategy that aligns with the company's overall goals and objectives.
• Define and refine the brand's unique value proposition, ensuring it resonates with the target audience and distinguishes the brand from competitors.
• Oversee the development and maintenance of the brand's visual and verbal identity, including logos, color schemes, messaging, and tone of voice.
• Develop Armstrong Flooring residential digital strategy website and online selling strategy.
• Lead the creation of integrated marketing plan and campaigns that effectively communicate the brand's message and drive brand awareness and engagement.
• Research and identify key audiences and audience attributes for effective targeting for our marketing efforts. Build a connections framework for target audiences to nurture consumer demand and conversion.
• Monitor and manage brand equity, track brand health metrics and implement strategies to enhance brand perception and loyalty.
• Identify product category line extensions for the Armstrong Flooring residential category, to complementary categories, collaborating in the business plan strategy and negotiations with suppliers / partners, and lead the implement the launches.
• Develop content strategies, identify influencers and other media opportunities.
• Lead marketing specialists, web creators, graphics teams and external agencies in the implementation of the marketing campaigns.
• Collaborate closely with other departments such as product development, sales, and customer service to ensure alignment with the brand strategy.
• Conduct market research to stay updated on industry trends, consumer preferences, and competitive landscape, using insights to inform brand decisions.
• Develop and manage the brand budget, allocating resources effectively to achieve brand goals.
• Establish and track key performance indicators (KPIs) to measure the success of branding initiatives and make data-driven decisions.

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AHF Products provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.

AHF Products is a leading hard surface flooring manufacturer in the USA with a family of trusted brands serving the residential and commercial hardwood, tile, and vinyl flooring markets. With decades of experience in award-winning flooring design, product development, manufacturing, and service, we create quality flooring to last for generations through inspiring designs, innovation, and a deep commitment to outstanding customer service. Our residential flooring brands include Bruce, Armstrong Flooring, Hartco, Robbins, LM Flooring , Capella, HomerWood, Hearthwood, Raintree, Autograph, Emily Morrow Home, tmbr, Crossville, and Crossville Studios. Our commercial brands include Bruce Contract, Hartco Contract, AHF Contract, Armstrong Flooring, Parterre, Crossville and Crossville Studios. Headquartered in Mountville, Pennsylvania, with manufacturing operations across the United States and in Cambodia, AHF Products employs over 3,000 dedicated team members.