Lori Floyd
Global Marketing Communications Manager
Bay City,MI
Summary
Dynamic marketing & business communications leader with over 25 years of strategic marketing, business and executive communication experience with a proven track record of driving impactful results aligned with business and marketing growth strategy. Strong leadership skills with the ability to motivate and influence teams across all cultures, levels and functions. Thrive on learning and pioneering new technologies to continually improve systems, platforms and processes.
Overview
24
24
years of professional experience
2
2
years of post-secondary education
Work History
Global Business & Marketing Communications Manager
Dow Performance Silicones
Midland, MI
08.2016 - Current
- Advance the digital transformation for the Building & Infrastructure markets by developing multiple digital platforms to improve customer experience, increase productivity and value generation (Building Science Connect, COOL, Submittal Generator Tool, Master Connect, etc. )
- Develop and execute an integrated global business communications strategy for Building & Infrastructure market within a budget of $1.5-$3MM annually in alignment with business growth strategies and priorities.
- Lead 4-6 regional communicators through planning process and strategic alignment to business and marketing plans.
- Lead executive communications and strategic counsel to DCS Commercial Vice President and Leadership team (~25 people) to create purposeful employee engagement, improved customer and distributor experience driving alignment and su0pport ot business goals and initiatives. Including global commercial meetings, quarterly town halls, business initiative & various organization communications.
- Manage EDGE team members (8-10 people) performance & prioritizing resources to implement DCS communications across all channels (digital, print, and social media), while improving processes and removing roadblocks.
EDGE Team Leader & Marketing Communications
Dow Corning Corp
03.2013 - 08.2016
- Provided leadership, insight and mentoring to team of 10-15 contract employees that supported marketing and communications function to implement digital and communication tactics to develop best practice and process improvements in-house saving company ~$2.9MM.
- Cultivated and deepened relationships with EDGE team while hiring, training, coaching and creating cohesive team to drive improvements and results.
- Developed and implemented business communications strategy for automotive & polyurethane additives markets, including a global flourosilicone elastomers push program delivering 75 market qualified leads within 6 months.
- Rebranded and repositioned products for polyurethane additives market to sell directly to market vs system house.
Senior Marketing Communications Manager & Team Leader
Dow Corning Corporation
03.2008 - 03.2013
- Developed and executed global integrated marketing communications strategy which repositioned construction market brand into High Performance Building
- Within 6 months this multi-media (print, digital, social) strategy generated 12 million impressions, 534 downloads, 492 media clips, and 24 targeted email campaigns
- Delivered results on time and within $3.7 Million budget.
- Managed team of 4 regional communicators & 2 contract employees to deliver regionally aligned strategic marketing programs.
- Lead administrative team of 4 employees and 2 college Co-ops that supported national sales team and technical lab services for construction markets.
- Developed website & content strategy using customer journey mapping, persona development and audience understanding.
- Created programs and digital tools for distributors including online portal, training, Co-op advertising program and communication tools.
- Enhanced customer & distributor engagement with the development of compelling content for website, training, advertising and Commumication platforms.
Marketing Manager-Building Assembly & OEMs
Dow Corning Corporation
03.2005 - 09.2008
- Developed and executed business, marketing, and sales strategies to achieve business goals for window and door market.
- Innovative product launch for first silicone hotmelt in industry (InstantGlaze) delivering 25% business growth in 1 year through promotional campaigns, change management and improved channel strategy (Manufacturing Rep Program).
- Led marketing research program for bringing new technology application and systems approach to market
- Active participation and relationships with trade associations and trade media
- Organized multiple strategic meetings, tradeshows, and speaking events.
Construction E-Commerce Manager & Team Leader
Dow Corning Corporation
01.2000 - 01.2003
- Collaborated with IT/developmental team to create and design dowcorning.com and Premier (extranet) and improve website functionality.
- Led project team to develop online program management systems to implement construction warranties globally, eliminating manual documentation and aligning to lab testing data (COINs).
- Lead administrative team of 4 employees and 2 college Co-ops that supported national sales team and technical lab services.
- Worked successfully with diverse cross-functional teams to accomplish goals and address issues related to digitally enabling products and services.
- Trained stakeholders, distributors and field sellers on digital tools.
Education
BBA - International Business Management & Marketing
09.1995 - 05.1997
Associate of Arts - Legal Assistant/Paralegal
Skills
Strategic Marketing & Communications Development
Deep Content and Channel expertise (Traditional vs Digital)
Collaborative mindset to align stakeholders across the enterprise
Analytical & critical thinking to generate value
Excellent organization, writing and storytelling skillsStrategic Thought Leadership elevating the Dow brand
Brand StrategyProject Management-driving to results and budgets
Accomplishments
- Collaborated with cross-functional team in the development of Building Science Connect - digital platform.
- Launched COOL digital program to improve TS&D productivity and generate increased value to customers
- Implemented Submittal Generator tool to improve customer experience across the value chain for project submittals.
- Supported launch of new business model via mobile technology to expand business and sales across India.
Timeline
Global Business & Marketing Communications Manager - Dow Performance Silicones
08.2016 - Current
EDGE Team Leader & Marketing Communications - Dow Corning Corp
03.2013 - 08.2016
Senior Marketing Communications Manager & Team Leader - Dow Corning Corporation
03.2008 - 03.2013
Marketing Manager-Building Assembly & OEMs - Dow Corning Corporation
03.2005 - 09.2008
Construction E-Commerce Manager & Team Leader - Dow Corning Corporation
01.2000 - 01.2003
Northwood University - BBA, International Business Management & Marketing
09.1995 - 05.1997
Delta College - Associate of Arts, Legal Assistant/Paralegal
Associations
- American Advertising Association - Great Lakes Bay Region President (2013-2017); Vice President (2010-2013); GALA Event Chairperson (2008-2010)
- Women's Inclusion Network (WIN) Steering Team Member
- P.O.W.E.R-UP for women program committee member
- GLBI/LPGA - Hospitality Volunteer
- United Way - ERG Ambassador for WIN
- Previous Board Member for Fraternal Little League, Fleet Feet Track Club, Parkdale Elementary PTO, Church directory team.