In June of last year, Karen Mendelsohn joined Mohawk Industries as senior vice president of marketing, after a nearly 17-year stint in the building products and services arena with Masco. Her most recent role at Masco was chief marketing and strategy officer. We had the opportunity to sit down with Mendelsohn in December and get her take on how she plans to apply her 30 years of experience in the building products industry developing strategic and marketing plans within the Mohawk organization. We invite you to watch this video interview in its entirety at TalkFloor.com in the archives. The following are excerpts from that interview.
Mendelsohn: Absolutely. Clearly, the single largest marketing macro-trend impacting not just building and home improvement products but really the entire market is all of the activity that is happening online. And not just online at home, but online mobile. The impact of that on the consumer’s decision process and purchase journey alters the way we as manufacturers have to adapt and change the way we go to market. It also gives us understanding that we have to be wherever, whenever and however the consumer wants to research and compare products. These are significant changes over the last five years or so, and the speed of acceleration and the magnitude of the change is increasing.