Summary
Overview
Work History
Education
Skills
Timeline
Interests
Community Involvement
LORI FLOYD

LORI FLOYD

Bay City,MI

Summary

Dynamic marketing & communications leader with over 25 years of strategic marketing, business and executive communication experience with a proven track record of driving growth. Successfully delivering business and market communication strategies that align with business growth plans and priorities. Strong leadership skills with the ability to motivate and influence teams across all cultures, levels and functions. Passionate about new digital technologies and lifelong learning.


Overview

25
25
years of professional experience

Work History

Global Business Communications Manager

Dow Performance Silicones
08.2016 - Current
  • Advance the digital transformation for the Building & Infrastructure markets by developing innovative digital platforms to enhance customer experience, increase productivity and generate value (Building Science Connect, COOL, Submittal Generator, Master Connect).
  • Develop and execute an integrated global business communications strategy for Building & Infrastructure market within budget of $1.5-$3MM annually in alignment with business growth strategies and priorities.
  • Lead 4-6 regional communicators through strategic development and 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 support to business goals and initiatives, including: global commercial meetings, quarterly town halls, business initiative & organization communications.
  • Crisis management: developing clear messages addressing concerns and protecting brand reputation.
  • Develop cross-platform social media and digital communications strategy, capitalizing on strengths of each site to effectively reach target audiences.
  • Manage EDGE team members' (8-10 people) performance & prioritizing resources to execute DCS communications across all channels (digital, print, and social media); while improving processes and removing roadblocks.
  • Develop successful cross-functional collaborations for the completion of key projects, fostering strong working relationships among team members and generating stakeholder value.

EDGE Team Leader & Marketing Communications

Dow Corning Corp
03.2013 - 08.2016
  • Leadership 10-15 contract employees to drive cohesive team that implemented digital and traditional tactics supporting entire company.
  • Generating company cost-improvement of ~$2.9MM annually.
  • Expanded role to support a company need - developed and implemented marketing communications strategy for Automotive & Polyurethane Additives markets, including global flourosilicone elastomers push program delivering 75 market qualified leads within 6 months.
  • Rebranded and repositioned products for new business model to market and sell polyurethane additives.

Senior Marketing Communications Leader

Dow Corning Corp
03.2008 - 03.2013
  • Developed and executed global multichannel marketing strategy which repositioned construction market brand into High Performance Building. Within 6 months this multi-media plan (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 a team of 4 regional communicators & 2 contract employees to deliver regionally aligned strategic marketing programs.
  • Lead administrative team of 6 employees 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 tools for distributors including online portal, training, advertising program and communication tools.
  • Developed data-driven strategies to optimize marketing budget allocation, maximizing return on investment.
  • Developed content strategy after market research to identify new opportunities and engage target audiences & markets.
  • Optimized website content for search engines, driving organic traffic growth through SEO best practices.
  • Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns performance, making data-informed adjustments as necessary.

Marketing Manager

Dow Corning Corp
03.2005 - 09.2009
  • 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 development and systems approach to market.
  • Built networks and relationships with trade associations and trade media.
  • Organized multiple strategic events for key stakeholders (including distributors), trade shows, and speaking events.

E-Commerce & Marketing Communications Manager

Dow Corning Corporation
01.2000 - 01.2003
  • Collaborated with IT and web development teams to create and design dowcorning.com and Premier (extranet) and continuously improve website functionality.
  • Led project team to develop online project management system to process construction warranties globally, eliminating manual documentation and aligning to lab testing data (COINs) - increasing customer experience, loyalty and increasing employee productivity.
  • Managed administrative team of 4 employees and 2 college Co-ops that supported national sales team and technical lab services.
  • Cross-functional collaboration to accomplish goals and align on issues related to digitally enabling products and services.
  • Trained stakeholders, distributors, and field sellers on digital tools.

Education

BBA - International Business Management & Marketing

Northwood University, Midland, MI
05.1997

Magna Cum Laude

Associate of Arts - Legal Assistant/Paralegal

Delta College, Saginaw
09.1994

Skills

  • Strategic Marketing & Communications Development
  • Collaborative mindset to align stakeholders
  • Deep Content and Channel expertise (Traditional and Digital)
  • Analytical & critical thinking to generate value
  • Excellent organization, writing and storytelling skills
  • Strategic thought leadership elevating Dow’s reputation

Timeline

Global Business Communications Manager - Dow Performance Silicones
08.2016 - Current
EDGE Team Leader & Marketing Communications - Dow Corning Corp
03.2013 - 08.2016
Senior Marketing Communications Leader - Dow Corning Corp
03.2008 - 03.2013
Marketing Manager - Dow Corning Corp
03.2005 - 09.2009
E-Commerce & Marketing Communications Manager - Dow Corning Corporation
01.2000 - 01.2003
Northwood University - BBA, International Business Management & Marketing
Delta College - Associate of Arts, Legal Assistant/Paralegal

Interests

Travel, Golf, Home renovations/decorating, Cycling/exercise, and Reading.

Community Involvement

  • American Advertising Federation (AAF) - Great Lakes Bay Region President (2013-2017); Vice President (2010-2013); GALA Event Chairperson (2008-2010)
  • Dow Women's Inclusion Network (WIN) Steering Team Member
  • P.O.W.E.R-UP for women program committee member
  • Dow GLBI/LPGA - Hospitality Volunteer
  • United Way - ERG Ambassador for WIN, Habitat for Humanities,
  • Previous Board Member: Fraternal Little League, Fleet Feet Track Club, Parkdale Elementary PTO, Church directory

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