Brand Marketing Director, Coretec

Job Title Brand Marketing Director, Coretec

COREtec is on a mission to create a better flooring experience. We believe your space should inspire confidence and well-being, with durable, comfortable, and easy-to-clean floors designed for people, pets, and the planet. As a premier flooring solutions provider with a commitment to healthy communities, COREtec combines original designs, simple solutions, and premium experiences to revolutionize how you shop for, install, and enjoy your floors.

Our innovative wood vinyl plank and vinyl tile styles deliver a superior flooring experience, empowering you to create spaces that are truly limitless. COREtec is a part of Shaw Industries, a wholly owned subsidiary of Berkshire Hathaway, Inc. with more than $5 billion in annual sales and approximately 18,000 associates worldwide.

The Brand Marketing Director is the owner and steward of the Coretec brand. This role sets and enforces the standards that define how the brand shows up everywhere it appears, including product positioning, visual standards, merchandising standards, and messaging standards, and holds the organization accountable to them. The director is also directly accountable for building and managing the annual marketing budget, grounding it in the marketing activities necessary to create demand and achieve our Coretec initiatives, and for delivering against our media, budget, and lead metrics.

Beyond standards and budget, this role establishes the strategic marketing initiatives that govern marketing communications and media planning, owns the annual media plan, and manages all creative, media, and merchandising vendor relationships. Success requires the ability to build cross‑functional marketing strategies together with the channel and customer marketing leaders, to understand multi‑channel tensions, and to build realistic scenarios that strengthen the brand through multiple consumer touchpoints and across channels.

Strong communication, strategic thinking, and team leadership skills are essential. This role will work out of our Dalton, GA office a minimum of three (3) days per week.

Lead and manage all Coretec brand guidelines and standards, including product positioning, visual standards, merchandising standards, and messaging standards. Develop and maintain the visual and verbal identity of the brand, and enforce consistency across all channels and touchpoints regardless of which group executes. Align all brand execution to the overall brand vision, briefing internal teams and agency partners as necessary. Ensure products are appropriately prioritized and featured within brand campaigns and across all media channels.

Review and approve creative assets and content against brand standards so that everything in market is accurate and tells a compelling story. Own all merchandising standards, including approved sample sizes, display types and sizes, and physical merchandising execution requirements, and govern adherence to them across the organization. Collaborate with the Go‑to‑Market Manager to ensure all sample and merchandising standards align with go‑to‑market strategies, account targeting, and the annual sample plan.

Establish the strategic marketing initiatives related to marketing communications and media planning. Own the annual consumer media plan, including channel mix, flighting, and investment levels required to create demand. Own the annual trade media plan, including channel mix, flighting, and investment levels required to drive retailer awareness and loyalty to Coretec. Manage all creative and media agencies supporting marketing communications and media planning, including scopes, budgets, deliverables, and performance.

Lead and project manage major campaign creative and brand shoots from concept through delivery. Develop comprehensive marketing plans that drive brand awareness, consideration, and product adoption across digital, social, retail, and traditional media. Coordinate closely with social, SEO, content, and legal teams to align on brand compliance, messaging, and channel…