Kathryn Benda
SR. MANAGER
MARKETING & COMMUNICATIONS
Dynamic, data-driven senior marketing manager with +20 years of experience.
Expert in leading high-impact marketing campaigns & successful product launches--directly generating $60M in online sales.
Creative, people-first with an entrepreneurial mindset & a proven track record in construction, distribution, consumer goods, & manufacturing.
PORTFOLIO
GMS: Ecommerce Platform
35 Subsidiary Websites
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Led the creation and optimization of the company's first B2B ecommerce platform delivering $60M in online sales for 35 subsidiary companies with 300+ distribution centers in North America.
Shaw: Eclipse Enhanced
Branding High-Performance PET Fiber
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Designed an integrated marketing campaign
for a product innovation using digital, traditional,
& experiential marketing including the visual identity, messaging, & go-to-market strategy
for a $5B builder channel.
Seasons Four: Lighting
Experiential Marketing
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Created the experiential marketing strategy including tradeshow booth design, customer showroom, sales kits, signage, digital ads & videos for a wholesale
lighting company.
ECOMMERCE PLATFORM
Led the creation of the company's first B2B platform serving 35 subsidiary companies with 300+ locations & generating $60M
in online sales.
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Global Digital Presence
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Metrics & Reporting
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​Content Strategy ​
Elements: Digital, Traditional, Experiential​
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Web Banners
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SEO & SEM
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Email Marketing
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Social Media
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Print Ads
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Professional Photography
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Postcards & Brochures
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Indoor & Outdoor Signage
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Industry Tradeshow
BRANDING FOR HIGH PERFORMANCE PET FIBER
Directed the design and branding of a six-month integrated marketing campaign for a high-performance PET carpet fiber tailored to multifamily housing environments.
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Visual Identity
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Messaging
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Communications Strategy
Elements: Digital, Traditional, Experiential
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Online Calculator
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Landing Page
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Blog Posts
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Social Media
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Weekly Eblasts
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Flyers
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Photography
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Videos
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Tradeshow Banners
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Tradeshow Exhibit
EXPERIENTIAL MARKETING
Led a cross-functional team of product engineers, sales, and operations to develop & execute marketing strategies for new product launches.
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Vendor Management
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Team Leadership
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Branding
Elements: Digital, Traditional, Experiential
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Email Marketing
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Social Media
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Sizzle Reels
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Product Catalog
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Pricing Brochure
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Professional Photography
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Tradeshow Booth
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Customer Showroom
EXPERIENCE
2024 - 2025
Senior Marketing Manager
SHAW IDUSTRIES
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Designed integrated marketing strategies for product launches for a $5B builder channel leveraging websites, video, social media, email, demo boards, one-pagers, & tradeshows
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Spearheaded the company’s first custom rug B2B website, a new revenue stream projected to exceed $1.5M, partnering with sales to develop a multi-phase marketing campaign
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Managed $500K budget, internal marketing team, videographers, & external marketing agency
2022-2023
Marketing Director
SEASONS FOUR
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Led a cross-functional team of product engineers, sales & operations to create a 200-page catalog, pricing brochure, website content, & professional photography
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Created experiential marketing strategy including tradeshow booth design, customer showroom, digital signage, & videos
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Managed $100K budget, internal marketing team, photographers, & event vendors.
2014 - 2022
GYPSUM MANAGEMENT & SUPPLY
Senior Digital Marketing Manager
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Led the creation and optimization of the company's first B2B platform, delivering $60M in online sales for 35 subsidiary companies with 300+ distribution centers
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Developed a 3-year digital roadmap including user experience & content strategy; increased qualified leads by 32%, SEO traffic by 78% & $27K/mo. new customer sales with SEM
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Analyzed data from multiple platforms to drive continuous improvement & delivered monthly reports on performance metrics to executive leadership, division leaders, & sales
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Created sales enablement tools including GTM strategies, spec sheets, & one-pagers for all product categories, tools, & personal protective equipment (PPE)
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Managed $500K budget, MarTech stack, & external marketing agencies
2013 - 2014
Media Marketing Manager
2008 - 2012
Marketing Manager
FRIENDLY'S
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Managed $12M media budget for an iconic New England brand & created quarterly marketing campaigns
CONSERVATION SERVICES GROUP
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Created integrated marketing strategy & customer portals for Kansas City Power, SoCal Gas, & Tennessee Valley Authority
1996 - 2008
Multiple Roles
THE COCA-COLA COMPANY
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Global Communications Manager
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Fountain Project Manager
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Coke.net Project Manager
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Walmart Account Marketing Coordinator
EDUCATION
2023
Certification
GEORGIA INSTITUTE OF TECHNOLOY
Web Design
2022
COCA-COLA UNIVERSITY
Certification
Project Management
1990-1996
Bachelor's Degree
CLEMSON UNIVERSITY
International Business & French
Universidad de Heredia, Costa Rica
Universita di Bologna, Italy
SKILLS &COMPETENCIES
Integrated Marketing Strategy
Digital, Traditional, Experiential
Branding & Messaging
Content Strategy
Team Leadership
Project Management
MS 365, CMS, CRM, PIM, DAM
PM, SEO/SEM, Social Media, Graphics