New team at American Standard Brands
Fixtures manufacturer American Standard Brands has named several new executives to its sales and marketing management team, according to Building Online
ASB named Chris Capone vice president of wholesale sales; Tom Santer joins as VP of distribution strategy; Scott Meyer is general manager of the faucet division; Jeannette Long is GM of e-commerce; Mark Hamilton is the new GM for luxury and showrooms; Gerry Messina is director of customer development for retail faucets and Carter Thomas was named director of industrial design for the company’s luxury business.
“These new staff appointments are part of our streamlined plan to focus on new business development and product creation in key market segments,” Don Devine, president and chief executive officer said in a company release.
American Standard Brands manufactures a wide variety of fixtures for use in kitchens and bathrooms. The products, used in both commercial and residential applications, include faucets, sinks, bathtubs, toilets and related products. The company’s brands include American Standard, Crane, Elier, Porcher, Jado and Fiat.
Nora DePalma, an American Standard Brands
spokesperson, provided DailyVista with further details on the company’s newly formed management team.
According to DePalma, ASB has increasingly put more emphasis on product quality and innovation.
“Overall, a lot of these changes relate to a complete reorganization for the corporation,” she said, adding that a lot of changes took place at the company over the last year when it changed ownership to Sun Capital Partners.
“Don Devine is looking to these appointments to address the different channels at American Standard Brands and the final team is in place to really solidify those efforts,” she said.
Each of the executives will head up marketing and product management efforts for their respective categories, and will share those responsibilities and resources across the various products in the company’s portfolio.
She said that ASB engages in traditional marketing platforms to build both consumer and B-to-B awareness, and has also begun utilizing new types of media to entice younger audiences.
“They’re actually doing quite a bit of new media, based on where the trends are in terms of new homebuyers, which are now Millennials,” she said, adding that ASB is also involved in relationship marketing and getting involved with various trade associations.
DePalma said that ASB utilizes a combination of in-house and external relationships for its marketing services. The company works with Zeta Interactive in Parsippany, N.J. for online public relations and social media monitoring; Minneapolis-based Antidote X is its online agency and Frankfort, Ill.-based O’Reilly DePalma handles additional public relations efforts.
According to The Nielsen Company, ASB spent about $20 million on media in 2008. About $5 million was spent on national magazine ads, about $5 million on spot television ads and about $4 million was put toward cable television ads.
Our source was unsure of any additional agency relationships for ASB’s future, but interested firms should consider making introductions for future opportunities. We were told that ASB is very focused on touting its water conservation products, and new products are always in R&D’s pipeline. Put the company on a prospects list for later in the year.