Marketing Manager Channel

KATHY BUCK

Kansas City, MO ***** 816-***-**** *****.*.****@*****.***

Qualifications for

Channel Marketing Leadership

Dedicated to Building Innovation-Focused Partnerships to Maximize the Bottom Line Highly Accomplished Channel Marketing Manager who excels at driving strategic, growth-centric initiatives while continually making profit-boosting decisions that align with a company’s mission, vision, and values.

“Big Picture” Thinker who champions impactful partner empowerment to yield high-performance CPG and B2B results while offering proven talent in developing and executing plans to attract and retain customers. Transformative Change Agent who skillfully navigates challenging environments while promoting best practices, as well as leading teams by example and with ethics and brand integrity to surpass expectations. Specializations Include:

Channel Marketing CPG B2B Partnership-Building Strategic Analysis & Planning Brand Building & Management Customer & Sales Support Private Label Management Account Management Lead Generation CRM Trade Marketing Strategy Digital Marketing Project & Program Management Multimillion-Dollar Budget Control Key Product Management Go-To-Market (GTM) Plans Voice of the Customer (VoC) Vendor Relations New Product Launch Team Building & Leadership Training & Development Public Relations Trade Shows Social Media Professional Experience

CORNERSTONE BUILDING BRANDS, KANSAS CITY, MO 2017 – 2025 Channel Marketing Manager – Retail & Big Box (2023 – 2025)

Excelled in driving resource strategy and alignment within the Ply Gem framework to deliver goals for Georgia-Pacific Vinyl Siding, Ply Gem Performance Collection, TrueWall, Ply Gem Fence & Railing, Ply Gem Shutters, Accents, and Ply Gem Trim brands across retail and/or big box environments.

Strategically steered account management activities, including participating in executive-level meetings, and understanding customers’ critical needs, market, and competitors to create value-added services.

Effectively managed retail strategies across retail outlets, including hardware stores, lumberyards, pro lumberyards, Home Depot and Lowe’s, eCommerce channels, and two (2)-step lumberyard distributors.

Regularly collaborated among regional/territory sales, product management, and brand marketing teams on growth plans, product launches, product line reviews, and Go-To-Market activations for success.

Launched a new Home Depot in-store POP to attain a YOY sales lift of 22% in March of 2025.

Built a pro lumberyard and consumer-facing lumberyard display approach, including focusing budget on volume drivers and promoting knowledge transfer to stakeholders and executives.

Seamlessly translated brand growth plans into retail environment and customer execution plans, including expertly tracking, analyzing, and refining to ensure the delivery of goals.

Partnered with Strategic Account Managers to align strategy and collaborate on pro growth opportunities, and supported issue resolution throughout internal cross-functional teams.

Led a Marketing Creative Services team to develop custom collateral, sales kits, promotions, programs, presentations, and training materials to target pro customers and consumers.

Managed Georgia-Pacific Vinyl Siding private label licensing agreement to mitigate risks and safeguard all partners from conflicts in implementing product and strategic marketing plans.

Owned Marketing Development Fund Guidelines for big box, retail, and/or Ply Gem Fence & Railing, including cohesively reinforcing promotional guidelines within all customers and managing funds to meet the strategic needs of each individual distributor customer. Marketing Programs & Customer Engagement Manager (2017 – 2023)

Leveraged broad scope of industry knowledge toward focusing on targeted brand and channel management activities to continually create awareness, drive demand, and deliver positive ROI.

Managed multiple brands such as Georgia-Pacific Vinyl Siding, Ply Gem Performance Collection, TrueWall, and Leaf Relief. Cost-consciously developed and managed a $2-million marketing budget.

Led account management activities, including participating in top-to-top meetings and line reviews, as well as understanding the customer’s critical needs, market, and key competitors to create value-added services. Developed customized collateral, promotions, programs, presentations, and training materials. Kathy Buck 816-***-**** Page Two

CORNERSTONE BUILDING BRANDS, KANSAS CITY, MO (CONTINUED) Marketing Programs & Customer Engagement Manager (continued)

Directed shopper marketing activities (e.g., product launches, SKU management, on-site digital advertising, promotions) for key Omni-channel retailers (e.g., Home Depot, Lowe’s, Amazon, Wayfair).

Consistently supported eCommerce customers by providing product images and lifestyle photography and ensuring brand integrity via efforts across multiple channels and functions.

Executed customer communications to multiple customer groups using HubSpot and Eloqua.

Successfully executed and managed all activities surrounding national trade shows such as FENCETECH, The Home Depot Product Walk, Lowe’s for pro’s events, and regional customer- centric shows; efforts included booth design and set-up, booth activities, lead generation, show advertisements, booth schedule, giveaways, and off-site customer activities.

Executed new product launches via market research, VoC, trademark searches, packaging, positioning, sales materials, and Go-to-Market plans across the lifecycle of the product.

Drove brand management activities, include creating brand standards, as well as identity, persona, voice, colors and fonts, competitive set, target markets and customer experience.

Developed and delivered Home Depot, Lowe’s, and Menards product line reviews. PLY GEM, KANSAS CITY, MO/KEARNEY, MO 2003 – 2017

Brand Communications Manager (2015 – 2017)

Brand Leader – Retail & Specialty Brands (2010 – 2015) Marketing Communications Manager (2007 – 2010)

Brand Leader (2003 – 2007)

Capitalized on the opportunity to lead forward-thinking marketing strategies across eight (8) North American building product brands, including Georgia-Pacific Vinyl Siding, Cellwood, TrueWall, Variform, Richwood Shutters & Accents, Chateau, Leaf Relief Gutter Protection, and Oasis Decks.

Spearheaded planning initiatives across multiple sales channels (e.g., wholesale, dealer, builder, big box retail, eCommerce). Led strategic account management in top-to-top meetings, including understanding customers’ critical needs, the market, and competitors to create value-added services.

Executed all facets of brand marketing encompassing new product launches and Go-to-Market plans, promotions, advertisements, public relations, trade shows, websites, and social media, to name a few.

Successfully optimized business forecasting while managing a $3-million marketing budget.

Continually supported eCommerce customers by providing product images, lifecycle photography, and short/long descriptions, and reviewed content to meet brand guidelines.

Developed collateral, sales kits, promotions, programs, presentations, and training materials.

Saved $2 million annually by executing a re-structuring of Ply Gem Siding Group’s distributor co-op programs; savings was re-invested in driving demand at the consumer level.

Led a distributor co-op program for a network of 300+ dealers encompassing program guidelines, material review against brand standards, customer budgets, and an eCommerce store for customer collateral purchases and advertising reimbursement submissions.

Delivered annual updates to the Brand Contingency Strategy plan to move customers from a key two (2)-step distributor partner to a private label brand owned by Ply Gem.

Developed a first-to-market, web-based builder visualization program to view and select siding styles and color schemes; users were able to share designs on Facebook and Pinterest. PAYLESS CASHWAYS, INC., LEE’S SUMMIT, MO 2001

Senior Project Manager – Consumer Loyalty

Championed consumer loyalty initiatives by executing marketing strategies across 200 pro-focused retail lumberyards to maximize consumer, DIY, and Weekend Warrior participation in sales events.

Directed customer marketing strategies to achieve the greatest potential for loyalty club participation by leveraging adjacent categories to specifically identify home improvement project purchase activity.

Mentored and managed a cross-functional team in accurately analyzing purchasing patterns to coordinate offers with the merchandising team and create offers to drive purchases during sales events.

Drove sales of up to $2 million per event by creating and executing high-attendance events directed toward Club 55, DIYers, and Payless Cashway co-branded credit card holders.

Cost-effectively budgeted and managed the development of dynamic promotional materials and coordinated the delivery of store kits in support of weekly/monthly loyalty sales events.

Strategically led data mining efforts to identify the customers most likely to participate in events and/or offers to create new sales opportunities for adjacent categories. Education

B.S., Mass Communications Minor in Speech NORTHWEST MISSOURI STATE UNIVERSITY

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