Professional Summary
Professional Overview
Kate Haws is an experienced marketing leader with a strong track record of driving brand growth and innovation in the home improvement industry. As the Director of Brand Marketing at Fiberon Decking, she is responsible for overseeing the development and execution of integrated marketing strategies that enhance brand awareness, increase customer engagement, and support the company's ambitious business objectives.
Experience Summary
Current Role
In her current role as Director of Brand Marketing at Fiberon Decking, Kate is responsible for leading the brand marketing team in developing and implementing strategic initiatives that strengthen the Fiberon brand and drive sales. She collaborates closely with cross-functional stakeholders to create and execute campaigns that effectively communicate the brand's unique value proposition and differentiate it in the highly competitive decking market. Kate's deep understanding of consumer insights, market trends, and industry best practices has enabled her to spearhead innovative marketing programs that have significantly contributed to Fiberon's growth and market share.
Career Progression
Prior to joining Fiberon, Kate held senior marketing roles at Therma-Tru Doors, where she was instrumental in revitalizing the brand's product portfolio and go-to-market strategies. As the Senior Brand Marketing Manager, she led the development of award-winning campaigns that elevated the brand's positioning and drove increased customer consideration. Earlier in her career, Kate gained valuable experience in product management and licensing at Colorbök, LLC and Factory Direct International, where she honed her skills in new product development, brand building, and client relationship management.
Academic Background
Kate holds a Bachelor of Science degree in Marketing from the University of Michigan, where she graduated with distinction and was recognized for her academic excellence.
Areas of Expertise
- Brand strategy and development
- Integrated marketing campaign planning and execution
- Digital marketing and e-commerce optimization
- Product innovation and portfolio management
- Stakeholder collaboration and cross-functional leadership
Professional Impact
Throughout her career, Kate has consistently demonstrated her ability to drive measurable results and create lasting impact for the organizations she has served. At Therma-Tru Doors, she spearheaded a highly successful rebranding initiative that increased brand awareness by 27% and contributed to a 15% year-over-year increase in sales. In her current role at Fiberon, Kate has led the development of cutting-edge marketing campaigns that have been recognized with multiple industry awards, further solidifying the brand's position as a leader in the decking market.
Conclusion
With her proven expertise in brand marketing, product innovation, and strategic execution, Kate Haws is poised to continue making a significant impact in the home improvement industry. Her demonstrated ability to drive growth, foster innovation, and lead high-performing teams positions her as a valuable asset to Fiberon Decking and the broader industry.
